Adweek Selects PMG for Media Plan of the Year

Adweek has honored PMG and Who Gives a Crap (WGAC) for the brand’s ‘Uncrap The World’ as the Media Plan of the Year in the best international campaign category. In the first-ever global campaign for the eco-friendly toilet paper company, PMG’s work set out to showcase how even the smallest of choices—like choosing a toilet paper product—can have a big impact on the environment. 

Through an omnichannel approach that included investments in linear TV, high-impact OOH and DOOH formats, and more, WGAC’s ‘Uncrap the World’ playfully represented a ‘call to arms for bums’ around the world. Alongside local, sustainability-focused activations to highlight the impact of toilet paper choice, the campaign was a rousing success for Who Gives a Crap. The work played a significant role in expanding the brand’s retail presence, with double-digit increases in awareness and ad recall in the target markets, U.K. and Australia. PMG’s influencer and paid social efforts led to an incredible 54.2 million views on TikTok for the brand and more than 609,000 engagements across the regions. 

This isn't the only time the campaign has been honored. Our work for Who Gives a Crap won at Digiday Awards Europe and the IAC Awards and was a finalist for a Shorty Award and MediaPost Planning & Buying Award earlier this year.

Read more about this incredible honor in Adweek, and learn more about the ‘Uncrap the World’ campaign here.