Super Toilet Paper: Let’s clean Peru

During a global crisis due to Covid-19, Peru is immersed in a political and social struggle that aggravates its situation. A context that worries its citizens and the Super toilet paper brand that, on this occasion, chose to send a strong message to society in its relaunch campaign ‘Let’s clean Peru’.

In a category in which, with Golden Retrievers and babies, softness and tenderness are always communicated, in its spot the brand detaches itself from the most functional aspects of the product, to bet on an inspiring message that invites us to become aware of the importance of small and large acts to build the society that we all want.

“Through Limpiemos Perú, we seek to create a communication platform that will revolutionize the category, with a powerful call to people to clean up all that which slows progress and delays true social transformation,” explained Gonzalo Calmet DCG from 121.

For Lucas Bargen, Creative Director of 121, doing something different and truly innovative was the great motivation for this campaign. “For us being brave is very important. And we encourage our clients to bet on courage and have their voice within their category. We did this with Super, to talk horizontally with people about an issue that concerns us all”, explains Bargen.

This proposal marks a fundamental milestone in the industry, evidencing how relationships between agencies and clients are about a joint effort to understand the audience, innovate, and be brave enough to break the schemes and show brands as active citizens within a society, with specific points of view and the courage to express them. Today Super invites a country to clean up all that we know we have to clean from our society.

Credits
Campaign: Let’s clean Peru
Agency: 121
Client: Súper Papel Higiénico (Super Toilet Paper)
Responsible Client: Christian Marky
CCO: Gonzalo Calmet
Creative Director: Lucas Bargen
Creative Team: Daniel Salazar, Hugo Benites
Account Director: María Andrea Correa
Account Supervisor: Diana Paz
Account Executive: Karina Pérez / Jocelyne Villafane
Producer: Monica Mendoza / Mariasela Castañeda
Director: Espíritu
Director: Jorge Carmona
Audio: Diego Dibos Soundlab