Receiving a brief for an eco-friendly toilet paper campaign might seem unusual, but this project turned out to be one of the most iconic in the Greek market—and one of the most enjoyable to work on.

The story began in 2020 when we won a three-way pitch for Endless, a Greek brand eager to break the conventions of an otherwise dull category: toilet paper. Their ambition was to create a more sustainable brand by eliminating harmful plastic packaging and introducing an easy-to-recycle paper alternative.

Our idea stemmed from a simple truth: toilet paper does the toughest job in the world. It was time for it to speak up. So, we brought it to life—creating a unique character and giving voice to a toilet paper roll that shared its struggles, its resilience, and, ultimately, its mission to change the world with sustainable packaging.

The campaign became the most awarded in Greece over the past decade, earning five Grand Prix awards—Film, Entertainment, Campaign, Digital Campaign, and Print—at the Ermis Awards, along with overwhelming love from people who embraced this unlikely hero.

The story unfolded through an emotional yet humorous film, and as the hype grew, we transformed the toilet paper into an everyday hero. We even gave it its own podcast and a fairytale to introduce children to the world of recycling.