When one of Asia's leading microbiome library asks you to create a poop donation campaign for them, you don't muck about. Especially when doing so could save lives.

But how do you get sh*tty without people getting icky? 

Introducing Poophemisms (poop + euphemisms). A series of phrases used to describe—yet disguise—the act of defecating.

We curated a buttload of Poophemisms (ok, we made some up), and turned them into posters, billboards, social posts, and digital banners. 

Then, we plopped them all over the city—especially in the one place where people's minds are already in the toilet: the toilets!