Gen C Introduces Pure Sh*t Manure In Hilarious Launch: “Get Knee Deep In It”

Gen C Introduces Pure Sh*t Manure In Hilarious Launch: “Get Knee Deep In It”
B&T Magazine
Edited by B&T Magazine

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 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

Photographer: Chillary

Social photographer: Liam Cockshell

Social videographer: Hayden Sommerville

Production assistant: Max Speer

PR Agency – MKT

Skye Tipler

Bianca Cowie

Annica Robertson

Erin Roy

Courtney Middleton

Donated media/support


Total Outdoor Media


Revolution 360

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

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Betta Grower Brainwave Gen C Pure Sh*t

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