A cover of the book Winnie the Pooh: Deforested Edition

Winnie the Pooh: Deforested Edition

Who Gives a Crap

TBWA\Melbourne & Eleven

The Challenge

Who Gives A Crap is a social enterprise & B Corp-certified company that makes recycled toilet paper and donates 50% of all their profits to charity. 

In their own research, they uncovered that the industry was cutting down more than a million trees a day to make traditional toilet paper. TBWA\Melbourne & Eleven were briefed to raise awareness of this harsh reality and inspire people to switch to Who Gives a Crap’s recycled toilet paper.

The media was already in a stir about the number of classic children’s authors, like Roald Dahl, who were having their works revised for modern times. But no literary classics had ever been updated to reflect today’s environmental challenges. 

With this cultural conversation simmering, and Winnie-The-Pooh having recently entered into the public domain in the US, they set out to be the first.

The Solution

TBWA\Melbourne & Eleven created ‘Winnie-the-Pooh: The Deforested Edition’ – a first-of-its-kind reimagining of the iconic 1926 children’s book. 
A collectors’ edition rather than a new story, they kept A.A.Milne’s original narrative unchanged, but reimagined the illustrations to represent the impact of land cleared every day to make traditional toilet paper. 
To land the deforestation message in a single key image, the striking cover design contrasted a delicately foiled golden stump with a debossed echo of a healthy tree.  
To dial up the rarity, 250 physical books were handmade without cutting down any new trees and produced in a 100% Green-e certified facility, using only renewable and carbon-neutral energy. The books contain 100% post-consumer recycled paper and board and 100% cotton EU REACH-certified cover materials.