CHE Proximity Uses Toilet Humour For Worthy New Ad

CHE Proximity Uses Toilet Humour For Worthy New Ad

CHE Proximity has released a cheeky new ad for toilet paper brand Who Gives a Crap, aimed at raising awareness of the social enterprise.

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The organisation donates 50 per cent 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 said the team had a great time digesting the brief and producing something creative at the other end of the process.

“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,” he said.

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, said the CHE Proximity team perfectly captured the brand’s voice and has delivered an important message in a fun way.

“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,” he said.


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