Since this month is all about ‘making the invisible visible’ and after reading Georgia’s post “Waking your eyes & mind” about seeing new things in plain site, I’ve been on the look out for good examples of brands who made their differences more visible, and thereby more compelling.

Today, I was reminded of this example from Scott paper tissue, when they launched their ‘tubeless’ toilet paper rolls. The agency who created this, Tris3ct (www.tris3ct.com), said the goal was to challenge ‘a low interest category’ and to ‘dramatize the number of tubes thrown away annually.’ Here is the spot they created to ‘free the tubes,’ called ‘Tube Empire’:

A very effective piece of communication that prompts us all to reconsider the value of those otherwise invisible cardboard tubes…we at least they’re invisible until you get to the end of the roll!

If you want to see the rest of the campaign, click here.

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