SMART ASSES FOR SMART ASSES
WHO GIVES A CRAP
WHO GIVES A CRAP
Australia burns through 6 million tonnes of office paper a year. 40% of that heads straight to landfill - unused. So if we’re going to waste paper anyway, let’s make it count - by turning the oldest office prank in the book of scanning your ass into a bold environmental protest.
It starts with a TVC told from the perspective of a jaded photocopier. But now, it’s got purpose - helping flip the script one ass at a time.
The social campaign rallies smart asses nationwide to scan their cheeks for a cause, with the chance to be featured on a billboard.
Our lo-fi, high-impact OOH takes scanned arses and turns them into citywide conversation starters - driving awareness, earned media, and Who Gives A Crap sign-ups.
SOCIAL
By inviting Aussies to scan their bums for a chance to feature on our billboards, we sparked a cheeky social movement that puts the 6 million tonnes of wasted office paper in the spotlight and drives earned media.
Less ad spend, more sign-ups.
EXPERIMENTAL
To push the idea a little further, we’ll make sure all the offices see our message by sending them one from their very own printer.
Many office printers are accessible via an unsecured internal network, so we’ll use geo-targeting to target the offices around Australia and send some cheeky posters straight to their trays. Using a simple QR code, we can send receivers to our website, and all they have to do is scan.
Wallah! Their printer is brought to life and our cheeked-up message is printed.
Unrequested. Unmissable, Unignorable.