As this horrible year comes to a close, many want to close off this pandemic-plagued year by seeing a bit of good come out of all the sh*t. For those advertising agencies that are not tasked with such a mission in their client briefs, some are taking it upon themselves to write their own briefs and even launch their own products.
The latest effort comes from Melbourne-based creative agency, Gen C, which decided to embrace the idea of being up to their necks in crap by creating their very own manure brand called Pure Sh*t, with all profits going to charity.
The agency came up with the idea during lockdown, teaming up with Betta Grower and "the good cows of Australia" to create a completely organic, dry, odourless manure available in bags of 1.1kg for $25 via pureshit.com.au suitable for every type of garden, lawn or potted plants.
Proceeds from the poop will be donated to Brainwave Australia, a national charity that supports families of children with a brain illness or injury. The aim is raise $30,000 for the organisation.
The campaign recently picked up traction with donated TV from national stations (Channel 7 & 9) and outdoor media across Sydney and Melbourne. Carat, Total Outdoor Media, Plakkit and Revolution 360 are among those involved in donating media or support.
Co-founders of Gen C and Pure Sh*t, Jack White and Nicholas Cox, say aims to play a small role in bringing the Australian community together, providing a little comic relief and working to help those in need. Growing flowers from manure, they suggest, is the most apt metaphor for creating something beautiful from a year mired in crap.
Brainwave is an organisation close to the agency's heart, founded by Cox's mother to support young people and their families living with a neurological condition after Cox was diagnosed with a brain tumour at age six. About 70 children are diagnosed with a neurological condition in Australia every week affecting sleep and development and often has lifelong implications.
A version of this article first appeared on Campaign Asia-Pacific.
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