#Shitlist

This Brief.

The Good Roll makes toilet paper with a purpose. They’re sustainable, B Corp certified, and outspoken. Unapologetically.

For World Earth Day #54, they wanted more than a feel-good post. They wanted to make a mark. The mission was a campaign with the guts to call out the people doing the most damage to the planet. 

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This Approach.

Their product is a toilet roll. Their target was the world’s biggest polluters. The connection wrote itself.

We designed The Shitlist, a hand-printed toilet roll with 100 names: CEOs, billionaires, celebrities. All chosen for having an outsized contribution to CO2. It’s cheeky (pun intended) and sharp enough to sting (no connection, we promise). 

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This Result.

Making accountability flushable, the Shitlist ended up being both a fun product to sell, and a successful ad campaign, making it to the top of billboards seen by all.

Somehow, The Good Roll made Earth Day a little less crap.

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CREDITS

Photography - Jelle Rietveld

Website development - Robot Kittens

Client - The Good Roll

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