Rustic Weave
When a toilet paper is well made, you don’t think about that much, which is why Quilted Northern was “designed to be forgotten.” However, the brand wanted an activation that drew attention to their craft. So for April Fools’ Day, we wondered what would happen if it were designed to be remembered. We turned Quilted Northern toilet paper into a trending topic.
-Over 220 million earned impressions
-Over 9.2 million Facebook views and over 160,000 shares
National Toilet Paper Day
National Toilet Paper Day is unlike any other holiday because no one actually cares about it. We embraced this truth to get people to buy more toilet paper online. And that's just what people did.
To further encourage people to buy toilet paper online, we created phone-sized pop-up stores outside of the Amazon flagship store in Seattle and in the Flatiron district of New York City. The details of each pop-up was tailored to the context where it lived. Automated doors opened to a gush of cool AC—for hands. Each pop-up generated branded selfies of people with product demos.
Credits
CCO: Ted Royer
ACD: Erica Kaplan, Emmie Nostitz
Sr Writer: Yahkeema Moffitt
Sr Art Director: Kat Dudkiewicz
Effie Winner
Gold: Shopper Marketing – Seasonal / Event
Gold: Single Retailer Program
Credits
CCO: Ted Royer
ECD: Neil Heyman
ACD: Erica Kaplan, Emmie Nostitz
Sr Writer: Yahkeema Moffitt
Sr Art Director: Kat Dudkiewicz
It’s Just Really Nice Toilet Paper
Quilted Northern is so fluffy and delightful, you might confuse it for other fluffy and delightful things. But don’t, because it’s just really nice toilet paper. This was one of my last projects at Droga5 before I worked at Google Creative Lab. Once we sold the idea, Matty and team took it to production.
Credits:
ECD: Neil Heyman
CD: Matty Smith, Erica Pressly Kaplan
Creatives: Katie Willis, Ryan Snyder, Ted and Tommaso
Director: Matthew Swanson.
Producer: Leah Donnenberg