NEW YORK, NY (October 17, 2017)— Interbrand Tokyo has been awarded both a Silver Clio for the Brand Design Packaging medium and a Platinum Pentaward for the Best of the Body category; each award recognized the campaign, “End Embarrassment.”
The campaign, which gave toilet paper character and attitude, turned a social taboo on its head and challenged traditional behavior. In a city where toilet paper is often deemed as embarrassing and shameful, Interbrand Tokyo partnered with major drugstore chain, Matsukiyo to end embarrassing and bring attention to the necessity of the paper product.
“We are living in a time where stigmas are being broken- and that’s just what we did,” said William Woduschegg, Chief Creative Officer, Interbrand Tokyo. “For the first time, the people of Japan were able to shop for a necessary product without feeling the burden of embarrassment. In fact, within the toilet paper packs flew off the shelves within the first six minutes.”
The team received recognition for their work and traveled to Barcelona on September 23rd, to retrieve their Platinum Pentaward, the highest award in the category. On September 27th, the team claimed their Silver Clio award in New York City. Both awards are a testament to the work done by the team. As a result of the overwhelming success, Matsukiyo will roll out the redesigned toilet paper across all 3,500 stores in Japan.