Metamucil is a remedy against constipation. An issue more people suffer from than you would expect. They just feel uncomfortable to talk about it.

The brief was to make as many people possible known with this product. The budget was limited, so we went for a relevant, but impactful message. So we made every cent spend on media as impactful as possible.

To prove that ''shit'' is easier said than done, we create a collage of several video fragments in which people say: ''Shit!''. They vary from footage found on YT to shots from TV programs. This compilation shows how easy people say: 'Shit!' and since it is rather explicit but funny at the same time, it opens the ears and eyes of our audience.

To create maximum awareness, we used different media containing a mix of television, online bannering and outdoor.

Next to posters in 'shit-relevant' locations like toilets, we created some impactful and eye-catching billboards and abri's in several busy street locations. The message on the postering was linked to the location, or to the specific medium itself.

Posters and billboard were placed for 2 weeks.