The Who Gives A Crap toilet paper brand has called on six creative agencies to create engaging TrueView ads as part of Google’s Skippy Awards; the purpose being to raise awareness of the social enterprise, which donates half of its profits to WaterAid, a charity that provides clean water supplies and builds toilets for 2.3 billion people in developing countries.
BWM Dentsu is calling on Australians to ‘give a crap’ for a great cause via its innovative animated campaign, in which ordinary toilet rolls are transformed into charismatic souls, as part of the ad challenge.
BWM Dentsu brings Who Gives A Crap’s brand personality to life through colourfully wrapped toilet rolls, communicating the brand’s mission in a funny, irreverent, cartoonist style.
With an endless supply of puns sprinkled throughout, BWM Dentsu glazes the piece with a catchy tune, calling on everyone to ‘give a crap’ by purchasing this recyclable toilet paper.
Asheen Naidu, executive creative director, BWM Dentsu Sydney, said the agency is proud to be working on a brief for such a magnanimous company.
“We are really humbled to participate in this meaningful initiative, especially with such a fun brand-story at its heart,” said Naidu.
“The main challenge with pre-roll ads is to engage the audience within the first three seconds. I think we have achieved this through our catchy lyrics, quirky visuals, and likeable characters such as the rapper-roll and the pompous-roll.”
BWM Dentsu submitted its entry into the inaugural Google Skippy Awards on Friday, 14 October. The campaign winner will be decided on view through rate and conversion, and will be announced on Wednesday, 26 October.