Droga5 Introduces ‘Rustic Weave,’ Quilted Northern’s New Artisanal Toilet Paper

By Erik Oster Comment

Droga5 launched an April Fool’s prank video for Quilted Northern, mocking hipster hype with the (fake) introduction of a new “artisanal” toilet paper line called Rustic Weave.

The spot opens on a hipster crafting the toilet paper in a woodshop as the voiceover offers up buzzwords in introducing the “Authentic, bespoke, raw, artisanally-crafted toilet paper,” which was “hand-pulped and hand-perforated.” As the scene shifts to a mother adding a roll of¬†Quilted Northern in her bathroom, while her young son gives her a concerned side-eye, the VO¬†touts it as “genuinely tree-to-toilet.” Later, when she sits down, gingerly, it promises “a more memorable bathroom experience.”

It’s not the agency’s first foray into toilet humor for the brand, which it pulled off more memorably in “Designed to be Forgotten.” As far as these April Fool’s efforts go (which we admit we’re not big fans of), this one at least ties in to the brand’s general message (since it offers up the opposite of a toilet paper “Designed to be Forgotten). And while the humor takes aim at an easy (and common) target, there’s at least an economy in its absurdity, clocking in at under a minute. In addition to the digital spot, the prank also includes a Rustic Weave takeover of Quilted Northern website and a social media effort.

“We expect this product to fill a large white space in the toilet tissue category,” said Jason Ippen, senior brand director at Georgia-Pacific, told LBB, with tongue planted firmly in cheek. “We know consumers want to connect with their product and have an interest in craftsmanship. We want people to know that small-batch and big-batch are not mutually exclusive. Quilted Northern Rustic Weave is going to be a game-changer in the category.”

Credits:
CREATIVE AGENCY: Droga5 NY
ACCOUNT MANAGER: Kate Tyler Monroe
CHIEF CREATIVE OFFICER: Ted Royer
COPYWRITER: Yahkeema Moffitt
STRATEGIST: (Sr) Mara Buta, Delphine McKinley
ACCOUNT DIRECTOR: Ross Gillis
HEAD OF TV / PRODUCTION: Ben Davies
GROUP ACCOUNT DIRECTOR: Brett Edgar
GROUP CREATIVE DIRECTOR: Matt Ian
DESIGNER: Dan Kane
CREATIVE CHAIRMAN: David Droga
STRATEGY DIRECTOR: Elaine Purcell, Lily Ng
INTERACTIVE PRODUCER: (Head) Niklas Lindstrom, Tasha Cronin, Sabrina Rahrovi
SOCIAL: Chris Parke, Kylie Loeffler
PROJECT MANAGER: Andra Johnson
CHIEF STRATEGY OFFICER: Jonny Bauer
ACCOUNT MANAGEMENT: Callie Mackie
DESIGN DIRECTOR: Rich Greco
SENIOR COPYWRITER: Erica Pressly
SENIOR ART DIRECTOR: Emmie Nostitz, Kat Dudkiewicz
PRODUCTION MANAGER: Sara Vander Horn
STRATEGY: Tom Hyde
CHIEF CREATION OFFICER: Sally-Ann Dale

MUSIC AND SOUND
SOUND DESIGN: Sonic Union
MUSIC PRODUCTION: Marmoset

OFFLINE
EDITOR: Matt Badger

POST PRODUCTION / VFX
COLOURIST: Josh Bohoskey

PRODUCTION COMPANY
LINE PRODUCER: Peter Fitzgerald
DOP: Jordan Parrott
DIRECTOR: Mike Andrews
PRODUCTION COMPANY: D5 Films
PRODUCER: Sara Vander Horn

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