George(s) x SERIOUS Tissues

December 2022

Serious Tissues are on a mission, a mission to plant trees instead of cutting them down, as at least 10 million trees are cut down every year for toilet paper (10 million too many). That’s why Serious made the UK’s first carbon neutral toilet paper where every roll sold, a tree is planted.

So when we were contacted by the Serious team we were of course very excited that the brilliant George(s) was commissioned to spruce up the climate conscious brand’s identity. Utilising his incredibly charming line style, George(s) created upbeat characters that matched the brands ethos and tone.

George(s) IllustrationTaking centre stage as the brands main mascots, two friendly trees with cheery faces, a nod to the brands optimistic outlook and positive impact. Later to launch will be the brands range of laundry products, which will feature George(s)’ eco conscious octopus character.George(s) IllustrationOther highlights are high-fiving toilet paper pals and an interpretation of the poo emoji. Initially the branding illustrations concocted by Serious and George(s) have been applied across packaging, the brands website and social media.

George(s) Illustration
After wrapping up the illustrations, the Serious team later invited George(s) and ourselves at Brilliant Artists to produce their first TV ad promoting the sustainable loo roll.

Working alongside the fantastic Wonderhood Studios we enlisted the help of our animation friends Oh Studio and Hannah Lau-Walker to bring George(s)’ characters to life.

George(s) Illustration
The animated TV Ad  sees George(s) two hero trees having a conversation while a naked protester is seen protesting at their feet. One of the trees points out the alarming fact that “up to 15% of deforestation is for toilet paper”, reiterated by the mumbling protesters placard.

The trees kindly point out that Serious Tissues are here to help and that they don’t cut down trees in the making of their recycled loo roll, they just plant them instead. The protester is seen skipping off screen landing in front of a pack of Serious Tissues, throwing down his placard as he realises he’s found his solution.

Shortly after the delivery of the animation we received the news that Serious Tissue won the Grand Prix £1m prize at this year’s Sky Zero Footprint Fund Initiative.

We are very proud to have produced the winning film, alongside some other lovely folks. The film was described by the judges as a “compelling way” to show the brands mission.

Illustration & Design – George(s)
Animation – Oh Studio & Hannah Lau-Walker
Production – Wonderhood Studios & Brilliant Artists
Sound Design – Sound Canvas
VO Record – 750mph

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