SMART ASSES FOR SMART ASSES
WHO GIVES A CRAP
WHO GIVES A CRAP
Australia wastes 6 million tonnes of office paper a year. 40% never even gets used.
So we did something with it.
We hijacked the oldest office prank in the book - scanning your ass on the photocopier - and turned it into an environmental protest. A TVC from the perspective of a fed-up photocopier. A social campaign rallying smart asses nationwide to scan their cheeks for a cause. And OOH plastered across the city proving that one cheeky idea can make a real impact.
SOCIAL
By inviting Aussies to scan their bums for a chance to feature on our billboards, we sparked a cheeky social movement that put the 6 million tonnes of wasted office paper in the spotlight and drove earned media.
EXPERIMENTAL
To push the idea a little further, we made sure offices saw our message by sending them one from their very own printer.
Many office printers are accessible via an unsecured internal network, so we geo-targeted the offices around Australia and sent some cheeky posters straight to their trays.