TOYOTECNO: Little Man Pee Cleans Up

When a man urinates standing up, the droplets make floors and walls of the bathroom dirty, causing bad odor. Nonetheless, in most Japanese households, bathroom cleaning has been, and still is, considered a woman’s chore. Only 7.5% of husbands clean the floor and the walls of the bathroom. As a house-cleaning brand, TOYOTECNO wanted to raise awareness among men on this matter to lessen the housework burden of women. We leveraged Little Man Pee, the symbol of standing urination. We replaced one of Japan's most well-known statues of Little Man Pee with a sculpture of Little Man Pee cleaning the floor, to communicate the message: "Gentlemen.if you stand up, clean up!"
I&S BBDO, Tokyo created the news that "Little Man Pee cleans the floor he dirtied" It made men realize they were the ones dirtying the bathrooms, and encouraged them to participate in bathroom cleaning.