Quilton wraps up its new plastic-free 3-ply rolls in new animated campaign via 10 Feet Tall
Quilton has launched a new campaign via 10 Feet Tall to introduce its new plastic-free, paper wrapped 3-ply toilet paper rolls.
The new work brings Quilton’s long-running “Love Your Bum” platform to life in a playful new way, presenting each roll as a gift for your bum. In the hero film, animated Quilton Cupids work away on a magical production line in the clouds, individually wrapping each roll, with heavenly visuals set against an unexpected heavy rock soundtrack.
Rather than simply announcing a product feature, the campaign leans into the care and attention behind the Quilton brand. The idea turns the act of wrapping each roll in paper into a charming expression of affection, reinforcing the thought that if Quilton loves your bum, of course it would wrap every roll like a present.
Says Joseph Meseha, Managing Director at 10 Feet Tall: “This was a fun way to take a very real product truth and express it through the distinctive Quilton lens. We wanted the idea to feel unmistakably Quilton, full of character and charm, while landing the message that every roll is now individually wrapped in paper, like a little gift for your bum.”
Says Matthew Ngai, Marketing Manager at Quilton: “Quilton has always led with softness, care and a sense of warmth, so this campaign felt like a natural extension of the brand. The new plastic-free, paper wrapped 3-ply rolls gave us an opportunity to tell that story in a way that is simple, memorable and true to ‘Love Your Bum’.”
The campaign is rolling out across BVOD, social, digital display and OOH.
Client: Quilton
Marketing Manager: Matthew Ngai
Agency: 10 Feet Tall
Managing Director: Joseph Meseha
Executive Creative Director: Stuart Black
Creative Directors: Patrick Trethowan and George Kalogerakos
General Manager: Pia Monheit
Group Account Director: Romayne Perera
Senior Account Manager: Casey Stephens
Strategy Director: Ben Thomas
Account Planner: Tahlia Freeman
Animation: Dirty Puppet
Sound: Production Alley
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