Andrex - "Paid To Poo"

FCB London

FCB London London, Reino Unido

281

Marca: Andrex
País: Reino Unido

Anunciante: Kimberly-Clark Worldwide, Inc.

Titulo	Paid To Poo
Agência	FCB London
Campanha	Get Comfortable
Anunciante	Kimberly-Clark Worldwide, Inc.
Marca	Andrex
Data da primeira Transmissão/Publicação	2024 / 3
Sector Empresarial	Papel higiênico, lenços
Filosofia (língua original)	Andrex, the Kimberly Clark-owned toilet tissue brand, is encouraging the nation to challenge its toileting taboos with the launch of a bold new brand platform, created by FCB London. At the heart of the ‘Get Comfortable’ platform is the truth that too many Brits are held back by their prudery and embarrassment about going to the toilet, and don’t have a healthy relationship with their everyday bodily functions. Andrex, the UK’s biggest toilet paper brand, is tackling this issue head on and encouraging the nation to engage with their intimate wellness, by showing us there’s a better way. FCB London brings this to life with a suite of assets, marking a distinct break not only from past Andrex campaigns but with the whole category. The launch film, called ‘First Office Poo’, starts with a woman who unintentionally does an audible fart in front of her colleagues. A brief, awkward pause follows before she looks down to see the Andrex puppy under her desk, giving her an encouraging nod. Emboldened, she takes control of her destiny, grabbing a roll of Andrex and then striding purposefully through the office with a toilet roll in hand. As the music builds to an assertive crescendo, the film ends with her entering the toilet, confidently owning her actions. Directed by lauded commercials director Andreas Nilsson, the film is visually striking with an arresting soundtrack but no voiceover, simply finishing with the words ‘Get Comfortable’ and the Andrex logo. Also absent are the usual toilet paper ad tropes, such as closeups of brand packaging and gleaming white bathrooms. Research carried out by Andrex has found that it is incredibly common in the UK to fear using public loos. Half of us admit that being shy about our bowels stops us from pooing in the work toilets or at a romantic partner’s house, and 41% are even afraid of pooing when visiting their in-laws at home. Some of the stats from this research are featured in VOD activity supporting the ‘Get Comfortable’ launch film while OOH executions use stand-out visuals and headlines like ‘Live unclenched’ and ‘Conquer the first office poo’, designed to get people to question their inhibitions around toileting. The campaign breaks shortly after the launch of Andrex’s partnership with Bowel Cancer UK and ITV, with a joint campaign featuring past Big Brother housemates and Sharon Osbourne appearing in the final week of Celebrity Big Brother. This will be followed by a joint Andrex and Bowel Cancer UK VOD spot as part of the main ‘Get Comfortable’ campaign, entitled ‘Born Unembarrassed’. This spot launches in April (Bowel Cancer Awareness Month).
Tipo de Mídia	Exterior
Comprimento	60 seconds
Produtora	Biscuit Filmworks UK
Empresa de produção	Trim Editing
Chief Executive Officer (CEO)	Katy Wright
Chief Creative Officer	Owen Lee
Chief Strategy Officer	Ben Jaffé
Produtor executivo da agência	Nikki Chapman
Director executivo criativo	Kyle Harman-Turner
Head of Art	Jack Walker
Diretor dos Negócios	Katie Creighton
Realizador	Andreas Nilsson
Realizador	Rosie-May Bird Smith
Produtor	Lucy Gossage
Produtor	Adam Oyejobi
Director de fotografia	Lasse Frank
Director de fotografia	Benedict Spence
Managing Diretor	Rupert Reynolds-Maclean
Chefe de produção	Emily Atterton
Production Manager	Meghan Young
Designer de produção	Sarah Jenneson
Stylist	Selina Wong
Casting	Hannah Birkett
Pós produção	Selected Works
Colorist	Hannibal Lang
Empresa de produção	The Quarry
Editor	Ben Campbell
Editor	Steve Shaw
Music / Sound Design	No.8
Sound Designer	Sam Robson
Música	Leland
Music Supervision	Toby Williams