17th December 2024, London UK: Publicis London and Cushelle, one of the UK’s best-loved toilet tissue brands, have brought holiday humour to the streets with two striking hand-painted murals in London and Manchester. The murals feature Santa Claus taking a well-deserved break on the toilet, accompanied by Cushelle’s iconic mascot, Kenny the Koala, reminding everyone that even Santa deserves a moment of “me time” this Christmas.
The murals, designed by Publicis London and painted by Global Street Art, are part of Cushelle’s “Selfishly Soft” creative platform, which launched earlier this year. The campaign aims to empower people to prioritise themselves and indulge in moments of self-care—starting with the superior softness of Cushelle.
Santa himself, a man famous for putting others first, is the perfect ambassador for the message. As depicted in the murals, even he craves peace and indulgence amidst the festive chaos. Cushelle ensures it’s the softest break possible.
Each over-13-meter mural vividly brings the humour and charm of the campaign to life. Santa is seated on the toilet in a cozy, festively decorated bathroom, complete with glowing fairy lights, holiday décor, and a pile of presents stacked by the door. Kenny the Koala stands by mischievously, offering a roll of Cushelle Quilted to complete Santa’s moment of indulgence.
The murals are live for festive shoppers in Mare Street, Hackney, and Thomas Street, Manchester, running until 6th January to bring a smile to holiday passersby. The latter site celebrates the city as the proud home of the brand’s mill where its selfishly soft tissue paper is manufactured.
Martina Poulopati, Global Marketing and Communications Director at Essity, said: “Christmas is a time for giving, but sometimes you need to give yourself a break, too. With “Selfishly Soft,” we’re reminding everyone that moments of indulgence are not just necessary—they’re deserved.”
Leanne McLeod, Senior Brand Manager – Cushelle and Velvet at Essity, added: “These murals are a cheerful reminder that during the busy holiday season, it’s important to take a moment for yourself. They bring humour and heart to the festive period while keeping Cushelle top of mind.”
Noel Bunting, Chief Creative Officer at Publicis London, commented: “This campaign flips the category on its head by combining a traditionally luxurious medium with a delightfully cheeky message. Seeing Santa take a moment for himself with Cushelle captures exactly what this season should be about: finding time to care for yourself in the midst of the holiday rush.”
