Quick Answer
Who Gives A Crap brought a giant talking toilet roll to the streets of Bristol and Manchester as part of its £1.5 million “Feel Good Toilet Paper” campaign. Created with Sense, the activation surprised passers-by with compliments, humour, free bamboo toilet paper samples, merchandise, QR codes and vouchers while reinforcing the brand’s purpose-led commitment to donate 50% of profits to help improve access to clean water and toilets globally.
Creative Context: Making Toilet Paper Impossible to Ignore
Who Gives A Crap has taken one of the most routine product categories and turned it into a joyful public experience.
As part of its £1.5 million “Feel Good Toilet Paper” campaign, the eco-friendly, purpose-led toilet paper brand brought a giant talking toilet roll to the streets of Bristol and Manchester.
The activation was created to surprise passers-by with compliments, light humour and unexpected charm.
In a category often defined by low consumer engagement, the brand used experiential OOH to make toilet paper feel playful, memorable and conversation-worthy.
Brand Strategy: Feel Good While Doing Good
The campaign is built around a simple brand truth: when people choose Who Gives A Crap, they are not only buying toilet paper, they are supporting a product with purpose.
The brand donates 50% of its profits to help improve access to clean water and toilets globally.
This gives the “Feel Good Toilet Paper” platform a dual meaning.
It celebrates the joy of choosing a product that feels good to use, while also helping people feel good about the impact of that choice.
From its distinctive wrappers to its soft sustainable materials, the campaign highlights how everyday purchases can create positive change.
Experiential Execution: A Giant Talking Toilet Roll
At the center of the campaign was an oversized toilet roll designed to stop people in their tracks.
The activation began in Bristol on June 12 and 13, before moving to Manchester on June 19 and 20.
Hidden voices inside the giant roll delivered compliments and playful comments to people passing through the city.
The experience was intentionally absurd, but that absurdity made the brand easier to notice and harder to forget.
It turned a basic everyday product into a moment of public entertainment.
Sampling Strategy: From Curiosity to Trial
The activation did more than create spectacle.
Visitors were drawn in by curiosity and encouraged to interact with the installation, including an oversized fart button that added to the humour of the experience.
A playful hand emerged from the giant roll to offer free bamboo toilet paper samples and “Feel Good” merchandise.
Across Bristol and Manchester, the brand distributed 44,000 samples.
QR codes and vouchers also gave shoppers discounts online and in Tesco stores, helping move the experience from street-level engagement to purchase consideration.
Agency Role: Sense Brings the Idea to Life
Sense was enlisted to define the strategy, concept and delivery of the activation.
The agency shaped the experience around the idea that small, unexpected moments of joy can make a routine day feel better.
Olivia Rayner, creative director at Sense, described the activation as wonderfully absurd, but grounded in a very human idea.
The giant talking toilet roll was not only there to be funny.
It was designed to express the brand’s belief that a product can be soft, joyful and connected to a larger social mission at the same time.
Media Rollout: A Major UK Marketing Investment
The “Feel Good Toilet Paper” campaign is expected to generate more than 70 million impressions across the UK.
It marks one of Who Gives A Crap’s largest UK marketing investments to date.
The wider campaign spans YouTube, Meta, podcasts, influencer partnerships, billboards, bus advertising and retail activations.
Retail activity includes Tesco, Waitrose, John Lewis and Ocado.
This broad media mix gives the campaign both cultural visibility and direct retail support.
Retail Momentum: Supporting Growth Beyond the Street
The campaign also supports Who Gives A Crap’s wider UK growth and retail momentum.
Following its successful launch in Tesco, the brand is using the campaign to reach shoppers at multiple points in the journey.
The experiential activation creates emotional memorability.
OOH and bus advertising extend the public visibility.
Retail partnerships and vouchers help connect brand feeling to product trial.
Together, these elements make the campaign more than a stunt; they turn it into a full-funnel growth platform.
Why the Campaign Works
The campaign works because it finds personality in a category where consumers rarely expect it.
First, it transforms a routine product into a playful public character.
Second, it uses humour and sampling to create real-world engagement.
Third, it ties the fun directly to the brand’s purpose of donating 50% of profits to improve global sanitation access.
Finally, it connects experiential activity with OOH, social, influencer, podcast and retail channels, helping the idea travel beyond the street.
Final Reflection: A Small Everyday Choice Made Big
Who Gives A Crap’s giant talking toilet roll shows how outdoor and experiential advertising can make even the most ordinary product feel culturally fresh.
By combining humour, public interaction, sampling and purpose, the campaign turns a basic shopping decision into something more emotional.
It reminds people that everyday products can still create unexpected joy.
For Who Gives A Crap, that joy has a clear purpose.
Choosing toilet paper can feel good, do good and still make people smile in the middle of the city.
Summary
Who Gives A Crap turned an ordinary city moment into a playful experiential activation by placing a giant talking toilet roll in Bristol and Manchester. The campaign, developed with Sense, forms part of the brand’s wider “Feel Good Toilet Paper” platform spanning VOD, social, influencers, podcasts, OOH and retail. Through humour, sampling and public interaction, the brand brought personality to a low-engagement category while reminding consumers that choosing Who Gives A Crap means feeling good and doing good.
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FAQs
What is Who Gives A Crap’s “Feel Good Toilet Paper” campaign?
It is a purpose-led campaign that uses humour, experiential OOH, sampling and retail activity to show that choosing Who Gives A Crap can feel good while also doing good.
Where did the giant talking toilet roll appear?
The activation appeared in Bristol on June 12 and 13, before moving to Manchester on June 19 and 20.
Who created the activation?
Who Gives A Crap enlisted Sense to define the strategy, concept and delivery of the experiential activation.
What makes the campaign purpose-led?
Who Gives A Crap donates 50% of its profits to help improve access to clean water and toilets globally, making the campaign about both joy and impact.
FAQs about this campaign
What is Who Gives A Crap’s “Feel Good Toilet Paper” campaign?
It is a purpose-led campaign that uses humour, experiential OOH, sampling and retail activity to show that choosing Who Gives A Crap can feel good while also doing good.
Where did the giant talking toilet roll appear?
The activation appeared in Bristol on June 12 and 13, before moving to Manchester on June 19 and 20.
Who created the activation?
Who Gives A Crap enlisted Sense to define the strategy, concept and delivery of the experiential activation.
What makes the campaign purpose-led?
Who Gives A Crap donates 50% of its profits to help improve access to clean water and toilets globally, making the campaign about both joy and impact.
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