Who Gives a Crap
The Clean Break Campaign
A speculative multi-channel creative brief exploring double-entendre video comedy and digital campaign strategy for Who Gives A Crap.
How to Break it Off (Properly)
Sound On for the Full Experience
The Spec Concept: High contrast visual storytelling leaning into native Aussie double entendres and deadpan humour.
Strategy & Creative Rationale
Designed to align with Who Gives A Crap’s signature playful tone, this campaign uses universal relationship dynamics to make eco-conscious habits feel human and approachable. By leading with sharp, relatable comedy, the video creative hooks attention fast turning essential household items into a hilarious lifestyle statement.
The Insight & Concept
I arrived at the concept by exploring how Who Gives A Crap can help people dump what no longer serves them. I framed the roll as a tool for a "clean break" ritual, backed by purchasing data showing women drive up to 80% of household toilet paper buying. The POV is deliberately gender-neutral to keep the punchline universally relatable.
Audio Strategy
Paired a slow, sensual Mediterranean track (evoking a high-end espresso advert) with crisp Foley SFX (pen pop, paper tear, water plop, flush) to create instant comedic contrast against a mundane bathroom ritual. The slow, calm track is deliberate, because going to the toilet should feel peaceful, not frantic.
Visual Execution & Payoff
Designed sound-off first using lowercase Fredoka to echo your brand’s rounded, friendly feel and mostly lowercase tone of voice. I kept on-screen text to a minimum to create enough intrigue that viewers would rewatch with sound on, giving them a different experience on the second pass.
How "The Clean Break" Expands
The Tissue Spec: "Cry It Out"
Tackling toxic relationship drama with a soft, sustainable place to cry and then dry.
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The Water: You shed the tears, WGAC donates 50% of profits to clean water and sanitation projects.
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The Panda: Crying with mascara creates panda eyes, and since pandas love bamboo, our 100% bamboo tissues are literally made for it.
The Golf Spec: "Are You on Par?"
A deadpan play on golf culture, stool consistency, and gut health.
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The Scorecard: Track your daily round by aiming for "Par" (healthy consistency and frequency), avoiding "Bogeys" (constipation or diarrhea), and celebrating those effortless "Birdies".
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The Product: Premium double-length bamboo rolls that keep your daily score on par while donating 50% of profits to build toilets.
The Paper Towel Spec: "Toss the Mess"
Making a clean break from toxic housemates and moving on to better pastures.
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The Departure: We can't change your housemate, but we can help you pack up, wipe down the counters one last time, and leave their chaos in the dust.
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The Material: Ultra-strong sugarcane and bamboo sheets built to handle moving-day messes and absorb the drama on your way out the door.
Like what you see?
From spec concepts to full campaign execution, explore more of my graphic design, branding, and live production work.