ERIC - It's Good to Go
The name and strapline for the campaign came after a 2-day workshop with the client to assess objectives, target audience and tone of voice. The message plays on being direct and fun, easy to remember as a motto, and usable across different media. The branding has a playful and light tone of voice, with bright colours and a highly recognisable icon, the toilet roll, to convey the message on multiple levels. The logo features custom-designed typography – a kids' paper-cutting-inspired font, irregular and child-friendly.
As primary tool to help school staff deliver the message, we designed a short story featuring Alex, a kid facing some “body calls” while on the playground. It is a parallel between what is happening in the outside world of Alex and the inside of his body, navigating the bowel and bladder with Wee and Poo. The booklet has a light and fun approach, delivering a story in which every kid will recognise themself while touching on educational themes.
