PRINT BRIEF
WHO GIVES A CRAP
Background
Who Gives A Crap launched as the cool, purpose-driven toilet paper brand. People loved the story, the packaging, the impact. But over time, the noise died down. The challenger became the expected. Now it blends into the shelf like everyone else.
The Problem
They’re still doing good—but no one’s talking about it. They need a fresh reason to make people care.
Product Truth
It’s recycled, gives 50% of profits to clean water projects, and looks better in your bathroom than anything else.
Human Truth
We’ll spend $7 on a turmeric latte but won’t think twice about wiping with whatever’s cheapest.
Single minded Proposition
Toilet paper that gives a crap—about everything.
Creative Challenge
Create a single full-page print ad that reclaims Who Gives A Crap’s voice and reminds people why it was worth talking about in the first place. It should be punchy, playful, and feel like the kind of work the brand would make if it wasn’t playing it safe.