The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Agency: 72andSunny
Date: Mar 2019
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Maya Rudolph sings “it’s not a tree’s duty to clean that booty” and other toilet paper-related rhymes in a new song for Seventh Generation. It’s the brand’s latest effort to get people to switch to recycled tissue.

According to a new report from the NRDC, the average American uses three rolls of toilet paper a week – much of which is sourced from North American forests. Despite this, most conventional toilet paper brands don’t use recycled paper in their products. That’s why Rudolph is singing her song.

In the spot, the former Saturday Night Live star is first seen talking to ‘Mike the Tree’ about how his tree friends are being cut down to make toilet paper. Then she sits behind a drum set in a tranquil outdoor setting as she and a keyboard player launch into the ‘Trees and Bs’ song that also includes the lyric “it’s really quite absurd that a home for a bird would be used to wipe a turd.”

The campaign extends with an out-of-home element at Grand Central Terminal in New York. The ‘Root-In’ takes place 8am-8pm ET 20 March in Vanderbilt Hall, where 460 trees will gather to raise awareness and advocate for making the switch to recycled toilet paper.


Client - Seventh Generation

Creative Agency - 72andSunny New York

Public Relations Agency - Allison+Partners

Media Agency - Mindshare

Film Production Company - Pretty Bird

Experiential Production Company - The Bait Shoppe

Editorial - MackCut

VFX - The Mill New York

Sound Design - Sound Lounge

Music - Beacon Street