ADC Awards
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Category
Nature / Landscape
Annual ID
ADC103_PHO021M
About the Work
Canadians strive for eco-friendly habits, but one change remains overlooked — our bathroom habits. TUSHY, a bidet toilet attachment, emerged as an unexpected eco-hero. In fact, switching to a TUSHY saves 384 trees and reduces water usage by 80% compared to traditional butt-cleaning methods.
While some environmental activists use their hands or voices, bidet users use their butt to combat climate change. So, to challenge societal norms, TUSHY brought "assholes'' into focus, portraying bidet users as unsung environmental activists.
The Asshole Activists gallery that coincided with World Environment Day, featured 20 TUSHY advocates. This exhibition showcased close-up portraits of their assholes, celebrating the body part that plays a role in the fight against climate change.
Attendees engaged with model activists, photographer Ara Coutts, and TUSHY's founder, Miki Agrawal. Media coverage was extensive, with 301 placements, 201 social hits, and 243.7 million impressions nationwide. The campaign website also drew 6,500 visitors and 136 contest entries.
Public response exceeded expectations, attracting over 600 visitors in eight hours. The broader impact extended beyond PR, with TUSHY achieving a remarkable 285% YoY increase in Canadian sales, a 155% surge in website sessions, and a substantial 521% rise in promo code usage. Notably, journalist Rita Demontis interviewed Miki and Ara, leading to a National Post feature and a threefold increase in same-day sales across Canada.
TUSHY's unconventional campaign successfully challenged taboos, elevated bidets to eco-hero status, and triggered substantial business growth while fostering environmental awareness among Canadians.
While some environmental activists use their hands or voices, bidet users use their butt to combat climate change. So, to challenge societal norms, TUSHY brought "assholes'' into focus, portraying bidet users as unsung environmental activists.
The Asshole Activists gallery that coincided with World Environment Day, featured 20 TUSHY advocates. This exhibition showcased close-up portraits of their assholes, celebrating the body part that plays a role in the fight against climate change.
Attendees engaged with model activists, photographer Ara Coutts, and TUSHY's founder, Miki Agrawal. Media coverage was extensive, with 301 placements, 201 social hits, and 243.7 million impressions nationwide. The campaign website also drew 6,500 visitors and 136 contest entries.
Public response exceeded expectations, attracting over 600 visitors in eight hours. The broader impact extended beyond PR, with TUSHY achieving a remarkable 285% YoY increase in Canadian sales, a 155% surge in website sessions, and a substantial 521% rise in promo code usage. Notably, journalist Rita Demontis interviewed Miki and Ara, leading to a National Post feature and a threefold increase in same-day sales across Canada.
TUSHY's unconventional campaign successfully challenged taboos, elevated bidets to eco-hero status, and triggered substantial business growth while fostering environmental awareness among Canadians.
2024 Awards
Total Points: 3
Merit Honor
Credits
Agency
Citizen Relations / Toronto
Art Director
Shirley Xu Wang
Associate Creative Director
Anton Mwewa
Chief Creative Officer
Josh Budd
Copywriter
Marly Dichter
Design Director
Kaitlyn Peterson
Photographer
Ara Coutts
Producer
Nicole St Jean
Account Director, PR
Kristen Schaffrath
Account Executive, PR
Chanel Herber
Account Manager, PR
Rebecca McLaren
Account Manager, XM
Danielle Brown
Assistant
Théodore King
Associate Director, Brand
Jack Barry
Associate Director, Growth
Rachel Giffin
Chief Executive Officer
Jason Ojalvo
Co-Founder
Miki Agrawal
Justin Allen
Senior Account Director, XM
Adam O'Neil
Senior Account Executive
Jamie Reekie
Social Media Associate
Crile Hart
SVP, Strategy
Lindsay Page
VP, Marketing
Justin Reekie
Website Developer
Oliver Morrissey
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