Melbourne-based creative agency Gen C has found an unconventional way to give back to the community—through sales of its new cow manure, known simply as ‘Pure Sh*t’.
In a bid to see “some good shit” come out of the whopper that was 2020, Pure Sh*t has launched out of Melbourne as a completely organic, dry, odourless manure with 100 per cent of profits given to those deeply affected by the events of this year.
The powerful poo is the brainchild of local creative agency Gen C, which said it wanted to find a way to give back to those who have been affected by the sh*t show that is 2020, spending the last four months developing the brand from scratch.
Co-founders of Gen C and Pure Sh*t Jack White and Nicholas Cox explained that the manure aims to play a small role in bringing the Australian community together, providing a little comic relief and working to help those in need.
“Pure Shit has been a real passion project for our team – we’ve personally felt the effects of the events of 2020 but equally have felt fortunate to have our health and our homes to work from in lockdown,” White said.
“We know many organisations and individuals have been deeply affected by this year. Pure Sh*t is our way of showing support, and helping Aussies see some good come of this year through what they’re able to grow and the give that comes with it.”
Proceeds from the sales of Pure Sh*t will be donated to Brainwave Australia, a national charity that supports families of children with a brain illness or injury.
“Brainwave is an organisation close to our heart,” Cox said.
“When I was six, I was diagnosed with a brain tumour, of which I was long ago given the all clear, and it inspired my mother to found Brainwave and ensure young people and their families living with a neurological condition feel supported.”
Pure Sh*t has been developed by Gen C, in conjunction with Betta Grower, and will be available in bags of 1.1kg for $25 via pureshit.com.au. It is suitable for every type of garden, lawn, or pot plants with pots 15cm or larger.
“We want people to have a bit of fun with this product,” White said.
“Yes, it’s a bag of sh*t…. but it’s also an opportunity to have a laugh and do something good. Purchase it for your own home or send a big ol’ bag of 2020 Pure Sh*t to a friend for Christmas and remind them we’re all in this sh*t together.”
Credits for the campaign are as follows:
Client – Pure Shit
Creative Agency – Gen C Group
Executive director: Jack White
Creative director: Jarrod Lowe
Executive producer: Nicholas Cox
Client director: Britt Lippett
Design: Alex Crampton
Producer: Alex George
Production assistant/social: Issy Susnica
Website and social – Do Nice Things
Production House – Gen C Group
EP/producer: Nicholas Cox
Director: Julian Lucas
1st AD: Julian Costanzo
DOP: Simon Walsh
1st AC: Karina Davies
Casting direction: Gen C Group
Production manager: Gemma Murphy
Art department/production design: Imo Walsh
Art assist: Karli Laredo
Gaffer/grip: James Thompson
Best person: Akash Vijayakumar
H&MU: Liz Sharp
Sound operator: Hugh Palmer
Social photographer: Liam Cockshell
Social videographer: Hayden Sommerville
Production assistant: Max Speer
PR Agency – MKT
Total Outdoor Media
Post-production house – Gen C Group
Offline editor: Julian Lucas
Assistant editor: Chris Axiaq
Colourist: Nicholas Hower
Sound design and sound mixing: Terry Mann
Photography retouching: Gabrielle Hughes