Convince people who spend all their time on the toilet looking at shit on their phone to look down at the shit they just dropped in the toilet. Because their poop could give them life-saving information about their health.


This was born from a LBB brief - a challenge for the entire agency to venture back into the once fertile ground of radio. This playground proved to be an inspiration as ideas flowed from all over the agency, eventually landing on this one.


We expect more people than ever to visit the AMILI website to learn more about how their poop can save their life, and as a result, agree to donate their poop .

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