As the campaign gathered momentum and the number of voters grew, so did the confidence in the work and the demand for new material. We obliged with a fake product recall campaign. Some packs of Cottonelle Roll Over, we said, actually rolled under. But there was no need to panic, just flip it over!

The Cottonelle Roll Poll attracted nearly 600,000 votes and the campaign as a whole, more than two and a half billion total media impressions. Our viral films Rollywood and Bathroom Barricade each had over 100,000 YouTube hits in the first 24 hours alone, both charting in the entertainment section under ‘most viewed’.