Quilton
Loves your bum
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Strategy
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From plastic-wrapped staple to a gift for your bum.
Quilton has been Australia’s most loved toilet paper for over two decades, with their classic baby Cupids serving as the soft, familiar face of the brand. But with the launch of their new plastic-free, individually paper-wrapped 3-ply rolls, we needed to deliver a sustainability message without falling into earnest, predictable eco-tropes. The challenge was to communicate this packaging innovation while capturing the unmistakable joy and cheekiness Quilton is known for.
The strategic leap was simple… Because each roll is now individually wrapped in paper, it’s no longer just toilet paper. It’s “A gift for your bum.” To bring this campaign platform to life, we took the beloved Cupids and cranked the dial to eleven. The animated film transports viewers to a magical conveyor belt high above the clouds, where a busy workshop of meticulously reimagined 3D Cupids playfully wrap the rolls. But the real cheekiness lies in the juxtaposition. Rather than a gentle heavenly harp, this serene, cherubic setting is scored by an unapologetic, over-the-top 80s Hair Rock anthem. By clashing angelic cuteness with stadium-rock energy, we turned a sustainable packaging update into an outrageously fun, unforgettable brand statement.
