Campaign concept & copy

As part of the Clean Creatives UN-pitch Fossil Fuels event, I collaborated with a small team of creatives to plan and pitch a fictional campaign aimed at Who Gives a Crap.

The purpose? To get Who Gives a Crap to sign the Clean Creatives pledge, and transfer their business from fossil fuel-funded marketing agencies to clean ones.

During the 1.5-hour hackathon event, my team and I planned a full campaign centred around the headline ‘It’s time to commit to a clean sheet’.

From there, we built a concept for a game that could be played on the toilet, crossword-style, with different decisions leading to alternate realities that depicted the future of Who Gives a Crap with and without reliance on fossil-fuel funded creative.

The pièce de resistance? A toilet roll, which we unravelled during the pitch to reveal cascading copy written in WGAC’s distinctive tone of voice: ‘Time’s running out… Don’t get caught with your pants down…. Avoid total reputation “wipe”out…. Sign the pledge now.’ The idea being that this simple toilet roll prop could easily be scaled up and circulated as part of a wider industry campaign to get brands to divest from agencies that work with fossil fuel clients.

It was a dream to work with so many talented creatives on this campaign, and to use my creative copywriting skills for a good cause.