WHO GIVES A CRAP

I, along with a creative team, developed a campaign for 'Who Gives A Crap', an environmentally friendly toilet paper, that donates 50% of profits to people in need of toilets. Our brief was to develop a 'Who Gives A Crap' Christmas campaign that is authentically Australian.

Insight

My team and I decided to delve into what it meant to be a part of an Australian Christmas. In our research, we explored Australian traditions such as attending the beach on Christmas Day, which is about 100,000 people per year. We researched the individuals and the types of people who attend the beach, and wanted to represent our day to day aussies on the beaches at christmas in a fun gimmicky way.

Idea

We created Beach bums! a fun, bright campaign full of characters who represent Ideas of the types of people you'd see in our Aussie Christmas, on our beaches. Our campaign aimed to be funny and exaggerate the types of individuals we would see on these beaches. Who gives a crap is a bright, fun brand, and we wanted to take that and bring it further to life in our campaign.