2024
The Good Roll | The Shitlist
Creative direction
Concept
Copy
Challenge
From Bezos to Mayweather: billionaires emit more carbon pollution in 90 minutes than the average person does in a lifetime (Oxfam Novib, 2024). Their lifestyle emissions dwarf those of ordinary people — from private jets and yachts to dirty investments. They don’t give a crap about our climate. And with Earth Day coming up, The Good Roll wanted to call it out.
Solution
Introducing: The Shitlist. A hand-printed toilet roll featuring 100 names of CO₂-heavy polluters — from CEOs and billionaires to celebrities. Playful and cheeky, but with a clear message: accountability. Created in collaboration with This Agency and Robot Kittens. Rolled out via OOH, print, and online.
