Asshole Activists

Challenge Bidets use 40 times less water than alternative methods. But while 84% of us are grappling with at least a moderate sense of climate anxiety, one lifestyle change remains out of sight and largely out of mind: our bathroom habits.

INSIGHTS Some use their hands to fight climate change. Others, their voices. But most don’t realize their butt could save the planet.

IDEA On World Environment Day, TUSHY honoured bidet users like activists should be revered: with heroic portraits in a top exhibit. But, instead of faces, we worked with a renowned photographer to capture the body part they’re using to make the impact: their assholes.

RESULTS The TUSHY art gallery garnered widespread attention, earning 301 media placements, 243.7 million impressions, and driving impressive business results, including a 285% increase in Canadian sales year-over-year. Notably, an interview with TUSHY founders Miki and Ara by journalist Rita Demontis in the National Post contributed to a threefold increase in same-day sales across Canada.