Being cooped up at home may be driving a bunch of us stir-crazy, but it can also lead to some moments of creative brilliance. Case in point: the team at Goodby, Silverstein & Partners, who masterminded this PSA on Instagram encouraging everyone to be more careful with a precious resource: toilet paper.
The meticulously coordinated video sees a group of GSP staffers “sharing” a single roll of toilet paper across the grid of their conference call picture windows, set to “Yakety Sax,” the tune known for closing “The Benny Hill Show.”
“Please don’t squeeze or hoard the Charmin,” the post reads. “Pass it on!”
The video is part of Goodby’s efforts to ensure its culture continues to thrive while everyone is working remotely. It’s tagged #Its720Somewhere in a play off the shop’s address at 720 California Street. On Instagram stories, the agency is also showcasing some of the home workspaces of its team.
GSP’s social and digital team conceived the TP film, which was helmed by one of the group’s directors, Andrew Butte. "Our team set a goal to create a video to boost the morale of the agency,” he says. The idea was inspired by the format of their conference calls. “We had a perfect 5x5 grid layout. We all looked like we were sitting next to one another. So I suggested we create a simple camera trick of passing toilet paper from window-to-window, until the last person in need.”
The biggest hurdle was the different layouts of everyone’s screens. “I was live directing who had to pass in which direction based on my screen’s layout, and on the second take, we nailed it,” he says “We shared it with the agency and we received a flood of responses about how our cohorts' days were just a little bit better."
Even after everyone is back in the office, the agency says it plays to continue making #Its720Somewhere content.