Kimberly-Clark: Tubeless Toilet Paper

Ketchum and Kimberly-Clark asked people to #TossTheTube. How? By creating a 1,000-pound, three-story replica of the Empire State Building from TP tubes and installing it within sight of the NYC icon. A national pledge drive asked eco-conscious individuals to #TossTheTube forever with Scott Naturals® Tube-Free. The campaign generated 6.3 million pledges, 18,000 media stories and 113 million impressions over the 10-week campaign. Sales in the NY metro area rose 41% in the weeks following the event. And the giant structure was exhibited in the Children’s Museum of Manhattan for months following the event.

awards
  • 2015 PRSA Chicago Skyline Awards: 3x Awards of Excellence
  • 2015 North American Effie Award Bronze Winner