Our client objective was to disrupt the global toilet paper category to build the purpose- driven WGAC brand & business with their first global advertising campaign across the UK, USA and Australia.

Via our consumer cultural research and purpose category audit in Australia, UK and US, we discovered the key to overcoming the fear, apathy and inertia that big environmental issues provokes for people here, is to show how small simple acts (like changing the toilet paper you wipe with) can drive meaningful change.

Much like a coach’s rousing speech at halftime, when the scores are locked and the situation is grim - this film is a call to arms to bums to stand up, and then sit down and drive change by using 100% recycled Who Gives A Crap toilet paper. In this film we intercut between diverse bums as they take a slow motion, momentous walk to the can, heroically locking their door - being the heroes we all can be, helping to Uncrap the World with Who Gives A Crap.

The integrated Uncrap the World global campaign delivered huge brand impact with donations of 50% of sales increasing from $11m to $13.3m in 2023. Uncrap the World successfully turned arses across the planet into activists.