Who Gives A Crap's reimagined version of the beloved children's classic, Winnie-The-Pooh, aptly titled 'Winnie-The-Pooh: The Deforested Edition' and sending out a stark environmental message, has sold out in the United States in less than 48 hours.

The campaign was a collaborative effort led by Eleven and TBWA\Melbourne, in partnership with TBWA\Chiat\Day and UK Agency Fanclub. The reimagined book features the original story by A. A. Milne, but with illustrations reflecting the devastating impact of deforestation. This reimagining is reportedly the first to update a piece of classic literature to reflect environmental changes.

"One of the challenges we face is finding ways to connect with people emotionally on issues that, for many, feel far far away," said Who Gives A Crap’s Head of Brand Management., Maria Chilewicz. "With over 1 million trees destroyed every day to make traditional toilet paper, we knew we needed something special to break through the noise and make a genuine impact."

The choice of Winnie-The-Pooh for this campaign was not random. Creative Directors, Harrison Webster and Max Reed, explained.

"For obvious reasons, Pooh was really the only choice. But reworking such a classic came with huge responsibilities, and so it was vital that these books were beautifully crafted, sustainable, and as close to the original as possible," the pair said. "This way, families can still get lost in the whimsical world of A.A. Milne’s Pooh, while taking away this important message."

The book was printed and distributed by LA publisher, Paper Chase Press and was available exclusively for the US market. It was sustainably created with recycled paper made from old notebooks and office supplies. All proceeds will go to Who Gives A Crap’s WASH (water, sanitation and hygiene) partners.

The original Winnie-The-Pooh story entered the public domain in the United States last year, paving the way for this innovative and impactful campaign.