Brand Strategy | Experience Design | Campaign Activation
THE QUICK PITCH
How can we convince consumers to ditch dry toilet paper and single-use wet wipes while also raising awareness for Tushé's kickstarter campaign?
OUR WINNING ASPIRATION
Normalize the idea of using wiping supplements by educating consumers on the benefits of wiping with Tushé instead of plain toilet paper or wet wipes.
Let's Talk Sh*t
The average person uses 8.6 sheets of toilet paper each time they go to the bathroom, but it's likely more than that. 30,000 trees are needed daily to fulfill the global demand for toilet paper and 37 gallons of water are needed to manufacture a single roll. So wet wipes are the answer, right? Wrong. 90% of wet wipes contain some form of plastic and should never be flushed or recycled. A single wet wipe takes up to 100 years to fully degrade.
"I find it rather baffling that millions of people are walking around with dirty anuses while thinking they are clean. Toilet paper moves sh*t, but doesn't remove it." - Dr. Rose George
There is a stigma behind using wiping supplements like wet wipes or tissue foam.
Wipe away the stigma behind wiping supplements by educating consumers on a better way to wipe and creating a multi-faceted campaign experience.
THE ANTI-SMEAR CAMPAIGN
It's time to give a shit. Time to care about ourselves and our planet. Time to reexamine the things we have done our whole life and ask if we can be doing better. The way we have wiped has never addressed the root problem, only smeared it. It's time for the truth to come to light, it's time we change the way we wipe, it's time for Tushé.
THE STUNT: THE TUSHÉ CHALLENGE
We placed portable toilets in high traffic areas and invited all those who poop to experience our Tushé toilets and use Tushé. To help you find your way, we placed signage and painted rolls of toilet paper on the sidewalk.