SPEC CAMPAIGN: Come Clean with Cottonelle
CLIENT: COTTONELLE
Cottonelle’s Clean Ripple Texture leaves you feeling so fresh you can’t help but “Come Clean” with everything—including your conscience. We'll use Come Clean as a playful double entendre referencing how good it feels to both physically freshen up using our toilet paper as well as how much of a relief it is to clean your conscience.
STEP 1: On TV, we'll show different people using our product in public bathroom stalls. Each person is overwhelmed by a sense of freshness and feels inspired to Come Clean by yelling a funny, awkward confession to the rest of the bathroom.
STEP 2: On Twitter, we’ll create an anonymous confession platform to help people come clean.
STEP 3: Online, we’ll display interactive banner ads and website popups offering a discount when you ‘fess up.
STEP 4: People already love writing on bathroom stalls, so we’ll create a public bathroom confessional allowing passersby to come clean on the go. We’ll eventually create an art installation out of the stalls and call it an “in-stall-ment.”
STEP 5: Cottonelle will partner with John Robertson, plumber-turned-comedian, to create a special bathroom podcast that airs whenever John uses the restroom. Followers get a push notification whenever John is gearing up for a trip to the porcelain throne.
My Responsibilities: Concept and writing
Design: Min Yeong Kim