Using the insight that toilet roll is often in short supply at music festivals, we re-branded Andrex as Camping Currency and created a price guide printed on a lanyard and given out to festival-goers with re-branded Andrex packs. The price guide showed what you could buy using Andrex from other revellers at the festival who had forgotten to bring a supply.

The campaign took place at a festival in the south of England. We decided on a festival which would ensure that we would have the younger market present. This was a guerrilla campaign and we had to be sure that we intercepted festival-goers at all the main entry points, as well as inside.

We handed out over 1000 packs of Andrex with price guides to festival goers. This reached 20% of the revellers at the festival, who were then able to trade with the other festival goers using Andrex Camping Currency.