The Deforested Edition
Who Gives A Crap
Challenge
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.
Convention
Labradors. Ducks. Babies. Traditional toilet paper brands usually take a soft approach.
Disruption®
To get people to reconsider their toilet paper habits and switch to recycled, we created ‘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, we 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.
