Who Gives a Crap - "Winnie-the-Pooh: The Deforested Edition "

TBWA\Melbourne

TBWA\Melbourne South Melbourne, Australia

Awards

291

This ad is part of the ACT Responsible Collection

Brand: Who Gives a Crap
Country: United States

Advertiser: Who Gives a Crap

Title	Winnie-the-Pooh: The Deforested Edition
Agency	TBWA\Melbourne
Campaign	Winnie-the-Pooh: The Deforested Edition
Advertiser	Who Gives a Crap
Brand	Who Gives a Crap
Date of First Broadcast/Publication	2023 / 9
Business Sector	Toilet Paper, Tissues
Story	Over one million trees are cut down every single day to make traditional toilet paper. To draw attention to this catastrophic reality and inspire people to switch to Who Gives A Crap’s 100% recycled toilet paper, we created 'Winnie-the-Pooh: The Deforested Edition'; the first piece of classic literature updated for environmental reasons.
Philosophy	Over one million trees are cut down every single day to make traditional toilet paper. To draw attention to this catastrophic reality and inspire people to switch to Who Gives A Crap’s 100% recycled toilet paper, Eleven and TBWA\Melbourne created ‘Winnie-The-Pooh: The Deforested Edition’; the first piece of classic literature updated for environmental purposes.
Problem	Deforestation destroys ecosystems. Animals and plants lose their habitats, naked land becomes unstable, and climate change accelerates because forests absorb carbon dioxide from the atmosphere. As the United Nations puts it, “Forests are essential to life on earth.” When Who Gives A Crap, a social enterprise and B Corp-certified company who actively fights deforestation and gives 50% of all profits to their charity partners, tried to communicate the catastrophic impact of traditional toilet paper manufacturing, people didn’t listen. They needed to do something more drastic to get the world’s attention.
Result	Introducing Winnie-the-Pooh: The Deforested Edition, a first-of-its-kind reimagining of the iconic 1926 children’s book. A collectors’ edition rather than a new story, TBWA kept A.A.Milne’s original narrative unchanged, but reimagined the illustrations to represent the impact of land cleared every day to make traditional toilet paper.
Media Type	Case Study
Length	105 seconds
Chief Creative Officer	Paul Reardon
Creative Director	Harrison Webster
Art Director	Mark Jones
Chief Executive Officer (CEO)	Kimberlee Wells
Client Partner	Eliza Smith
Designer	Tom Schultz
Executive Creative Director	Matt Stoddart
Creative Director	Max Reed
Copywriter	Rob Hibbert
Art Lead	Pat Sofra
Business Director	Erin Dowling
Senior Business Manager	Chloe Tucker
Business Manager	Madeline Moran
PR Executive	Olivia Perrin
Project Director	Logan Ayers
Social Media Manager	Charlie Marcolin
Integrated Producer	Alana Taylor
Designer	Gavin O'Brien
Designer	Joshua Leeman
Retoucher	Kyle Black
Agency	Eleven