Andrex - "Conquer The First Office Poo"

FCB London

FCB London London, Royaume-Uni

378

Marque: Andrex
Pays: Royaume-Uni

Annonceur: Kimberly-Clark Worldwide, Inc.

Titre	Conquer The First Office Poo
Agence	FCB London
Campagne	Get Comfortable
Annonceur	Kimberly-Clark Worldwide, Inc.
Marque	Andrex
Date de première diffusion/publication	2024 / 3
Secteur d'activité	Papier toilette, mouchoirs en papier
Philosophie (langue originale)	Andrex, the Kimberly Clark-owned toilet tissue brand, is encouraging the nation to challenge its toileting taboos with the launch of a bold new brand platform, created by FCB London. At the heart of the ‘Get Comfortable’ platform is the truth that too many Brits are held back by their prudery and embarrassment about going to the toilet, and don’t have a healthy relationship with their everyday bodily functions. Andrex, the UK’s biggest toilet paper brand, is tackling this issue head on and encouraging the nation to engage with their intimate wellness, by showing us there’s a better way. FCB London brings this to life with a suite of assets, marking a distinct break not only from past Andrex campaigns but with the whole category. The launch film, called ‘First Office Poo’, starts with a woman who unintentionally does an audible fart in front of her colleagues. A brief, awkward pause follows before she looks down to see the Andrex puppy under her desk, giving her an encouraging nod. Emboldened, she takes control of her destiny, grabbing a roll of Andrex and then striding purposefully through the office with a toilet roll in hand. As the music builds to an assertive crescendo, the film ends with her entering the toilet, confidently owning her actions. Directed by lauded commercials director Andreas Nilsson, the film is visually striking with an arresting soundtrack but no voiceover, simply finishing with the words ‘Get Comfortable’ and the Andrex logo. Also absent are the usual toilet paper ad tropes, such as closeups of brand packaging and gleaming white bathrooms. Research carried out by Andrex has found that it is incredibly common in the UK to fear using public loos. Half of us admit that being shy about our bowels stops us from pooing in the work toilets or at a romantic partner’s house, and 41% are even afraid of pooing when visiting their in-laws at home. Some of the stats from this research are featured in VOD activity supporting the ‘Get Comfortable’ launch film while OOH executions use stand-out visuals and headlines like ‘Live unclenched’ and ‘Conquer the first office poo’, designed to get people to question their inhibitions around toileting. The campaign breaks shortly after the launch of Andrex’s partnership with Bowel Cancer UK and ITV, with a joint campaign featuring past Big Brother housemates and Sharon Osbourne appearing in the final week of Celebrity Big Brother. This will be followed by a joint Andrex and Bowel Cancer UK VOD spot as part of the main ‘Get Comfortable’ campaign, entitled ‘Born Unembarrassed’. This spot launches in April (Bowel Cancer Awareness Month).
Type de média	Affichage
Longueur	60 seconds
Maison de production	Biscuit Filmworks UK
Montage	Trim Editing
PDG	Katy Wright
Responsable de la création	Owen Lee
Responsable de la stratégie	Ben Jaffé
Directeur de la production audiovisuelle	Nikki Chapman
Directeur de la création	Kyle Harman-Turner
Head of Art	Jack Walker
Business Director	Katie Creighton
Réalisateur	Andreas Nilsson
Réalisateur	Rosie-May Bird Smith
Producteur	Lucy Gossage
Producteur	Adam Oyejobi
Directeur de la photo	Lasse Frank
Directeur de la photo	Benedict Spence
Directeur Général	Rupert Reynolds-Maclean
Responsable de la production	Emily Atterton
Directeur de la production	Meghan Young
Chef décorateur	Sarah Jenneson
Stylist	Selina Wong
Distribution	Hannah Birkett
Post production	Selected Works
Coloriste	Hannibal Lang
Montage	The Quarry
Monteur	Ben Campbell
Monteur	Steve Shaw
Music / Sound Design	No.8
Sound Designer	Sam Robson
Musique	Leland
Music Supervision	Toby Williams