Who Gives a Crap, is an Australian toilet paper company that builds toilets. They produce environmentally friendly toilet paper, paper towels and tissues and donate 50% of their profits to help build toilets for those in need. To date, they have donated $8.5 million to charity. We were commissioned to create a special edition of their premium toilet paper, The Play Edition, for the global market.

The Play Edition was designed to engage young and old in play. The idea for the range was inspired by children's mix-and-match books—in that they can be stacked in different ways to make whimsical characters. To take this idea further, the outer carton can be recycled and made into a stage for even more fun.

The audience so incredibly embraced the initial Play Edition that it sold out globally in just two weeks. Young and old, even pets played! Who Gives a Crap re-released in July 2020, and it sold out again, in a little less than a month. The 2020 release brought a ray of optimism and joy during the Covid crisis.