Changing perceptions from the bottom up

In Japan, toilet paper was shameful. We decided to turn convention on its head. We boldly redesigned leading drugstore brand Matsukiyo’s toilet paper, wrapping the rolls in unique, eye-catching graphics including photos of a baby, a beatbox, a bag of vegetables, and a ripped six-pack. Instead of traditional text telling people how many sheets of one-ply or two-ply are included, the packs encourage purchasers to dance and sing, to be extrovert, to celebrate their paper. From something to hide, we made toilet paper a fun and beautiful feature. An accessory. Something you show off proudly. Something to make other people look.


Cannes Lions - Shortlist
Clios - Silver
iF Award
PentAward - Platinum


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