The average person goes to the bathroom five times a day and uses 6.7 sheets of toilet paper per visit, but nobody cares which brand they use. To overcome this apathy, we wanted people to think of wiping as an act of conscious self-care—and pivot Cottonelle from a toilet paper brand to a skincare brand.

We concepted and pitched the downtherecare idea. We won, and now we run the business.

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Role: Creative Director & Creative