Toilet paper brand Who Gives a Crap launches new awareness campaign via CHE Proximity
CHE Proximity has released a cheeky new ad for toilet paper brand Who Gives a Crap, aimed at raising awareness of the social enterprise.
The organisation donates 50% of its profits to WaterAid, a charity which helps build toilets and provide clean water supplies for the 2.3 billion people around the world who do not have access to adequate sanitation. There are 900 children under the age of five who die each day from preventable sanitation-related diseases.
The ad depicts typical suburban Australian scenes – dropping the kids off at the pool, a car backing out of the garage, baking brownies, a guy laying some cable and so on – to highlight how people can help the cause without changing their daily life. All they need to do is switch to Who Gives a Crap toilet paper.
CHE Proximity executive creative director Ant White says the team had a great time digesting the brief and producing something creative at the other end of the process.
Says White: “From their original brief ‘the easiest way to do good,’ to their complete faith in backing our idea, this client is anything but crap. We had a lot of fun working with the team at Who Gives a Crap and helping them to make people give a crap about which toilet roll they choose.”
The ad is CHE Proximity’s entry into Google’s Creative Agency Team awards, The Skippys. Six agencies have been invited to create an online ad for Who Gives a Crap. All ads will go to market on YouTube with an identically weighted media plan. The ads will be judged on view through rate, average watch time and organic view count
Who Gives a Crap founder, Simon Griffith, says the CHE Proximity team perfectly captured the brand’s voice and has delivered an important message in a fun way.
Says Griffith: “The ad is parody of charity ads but with a serious message – ‘One crap a day’. With Who Gives a Crap, your toilet paper can make a difference.”
Client: Who Gives A Crap
Founder and Head Honcho: Simon Griffith
Founder and Design Guy: Danny Alexander
Creative Director: Vanessa Morrish
Agency: CHE Proximity
Chief Operating Officer: Andrew Drougas
Executive Creative Director: Ant White
Creative Director: Tommy McCubbin
Creative Team: Alec Jankowski and Jimmy Zimmerman
Agency Producer: Jen Livingston
Production Company: Guilty Content
Director: Tony Rogers
Executive Producer: Rohan Timlock
DOP: Joel Betts
Editor: Tim Parrington, The Butchery
Grade: CJ Dobson
Online: Damian Capicchiano, Cherry Pictures
Sound: Matt Thompson, Studio 8
22 Comments
This is not crap.
Terrible name for a charity tie-in.
People say ‘Who Gives a Crap’ when they don’t.
Just saying.
#flushable
This ad is actually part of a YouTube competition that 5 other agencies are competing in. Check out the other ads here https://www.youtube.com/user/WhoGivesACrapTP/videos
Winner winner digested dinner
Really great spot and a worthy cause.
Nice cut Tim!
Winner winner digested dinner
CHE, you should really stick to big data. Comedy is just clearly not your thing.
The woman with the baking tray has 6 craps.
Really great spot and a worthy cause.
Nice cut Tim!
Far from crap.
That’s super wanky of Che to PR an ad made for a competition. Maybe put your efforts into real work by your real paying clients.
this is an angency funded work as part of the competition. Not client money.
The ads submitted for this comp where all made and paid for by the agencies. like the fun spots we are used to seeing on Gruen. In many cases these would have been junior teams going out to represent and have a go. Well done CHE and all those others young gun involved in the comp.
Perhaps next time CHE PR this type of spec work you should frame it correctly so viewers judge it in context.
Good shit.
This is so strange. Not the ad, it’s rather bland for a Tony Rogers spot. What I find strange is that this was a brief that went out to a whole bunch of agency’s. Quite misleading really. Normally you PR a new client that you’ve won and work that you’ve been paid to make. For a big agency to be promoting a YouTube competition that they’ve clearly spent a lot of their own cash on is a bit embarrassing.
I thought the opening was really funny but then it got confused… Are the cast deliberately trying to not give a crap with everything else after they’ve given their one crap or is it just random?
Cause then the car would roll down the driveway (not stop), the pool would be filled with the hose off the edge, etc. The kids are random.
Not being a cunce, just don’t fully understand it. Tony’s a great director though I like the humour.
Stick to mining Bitcoins CHE. Pretty sure this was a competition where agency could present some spec work that they’ve made for the grand ol’ budget of $0. You’ve gone and spent a ‘shit load’ on a mediocre piece of film. Maybe stick to making mediocre work for paying clients.
It’s actually hilarious how angry people get on here.
“go do some work CHE”
“stick do this CHE”
seriously, get off this website and put your energy into your own stuff you boring boring people
I don’t get any of this, why would a progressive not for profit get large, tired, out of the loop agencies to make advertising crap for you? Give the small guys a go mate.
So they spent their own money to help out a charity! Fuck those guys, man! Damn do-gooders! I hope they get what they deserve! Bunch of hippies…
http://theinspirationroom.com/daily/2006/charmin-a-little-bit-rude/
It’s really so funny but you are wright about the message it’s spreading all over. Thanks for sharing.
This is helpful awareness tips CHE Proximity. Toilet paper is very essential for our every workplace. We should proper use in daily work.