Most virals are vulgar and crude. And you would expect a viral for toilet paper to be even more so. However, the target market for this Charmin viral was 25-40 year old women. The challenge was to create a successful viral that would be passed on, but not cause too much offence.Our viral visualises the many different euphemisms British people use for going to the toilet. In creating intrigue, as viewers tried to work out each euphemism, we produced a viral that would be passed on, allow people to talk about 'crap', but never actually mention the word itself.