Retire Big Oil: 500 actors and 280,000 letters to the SAG pension in five weeks
Five weeks after launch, 500+ actors have signed and supporters have sent 280,000 letters asking the SAG-Producers Pension Plan to drop Big Oil.
Cloud Paper, a Seattle startup that makes tree-free toilet paper from bamboo, came to Buena today with a brief for Earth Day: one idea that gets the world talking about trees and toilet paper.
We wipe with ancient forests
The problem is hidden in plain sight, on a holder next to every toilet. Big toilet paper brands clear-cut virgin, old-growth forests, including North America’s Boreal, so we can wipe once and flush. The softer the paper, the more virgin the wood has to be.
Cloud Paper’s answer is bamboo. It’s a grass that grows back fast, and Cloud Paper turns it into rolls delivered to your door. But most people never think about where their roll comes from, and ads about deforestation get scrolled past.
The brief
- $20Kat most for productionThe whole budget to make the idea, from film to website.
- $0for mediaEvery view would have to be earned.
Millions talking, no media budget
The ask is big and the budget is small. Get millions of people talking around Earth Day 2021, with up to $20,000 for production and nothing for media. Whatever we make has to spread on its own.
A hidden problem
Old-growth forests, logged, pulped, used once and flushed.
A real alternative
Bamboo rolls from a brand that never cuts a tree.
One date
Earth Day, April 22, 2021, with everything built to land on it.
What came next
We didn’t make an ad about deforestation. We made a brand that sold it. Flush was “the first TP that lets you choose your forest,” with a forest map, a launch film and a Kickstarter-style pre-order page. It launched on April 13, the internet hated it, and on the eve of Earth Day the site flipped to reveal it was fake and the forests were real.
How it went from “worst in class” to “brilliant” is in Flush: the toilet paper that let you pick which old-growth forest to cut.
