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The Drum

Cushelle: Cushelle Koala Academy by Publicis Poke

Client: Cushelle
Date: Mar 2021
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Essity, the company behind the Cushelle brand, has partnered with WWF, pledging £150,000 to support the recovery of koalas impacted by the 2020 Australian bushfires.

The initiative aims to raise awareness of the devastating ongoing implications of the fires, one year on. Of the estimated 85,000 koalas left in Australia, the fires impacted more than 60,000 of the marsupials, leaving thousands homeless and the koala species now threatened with possible extinction in parts of Australia by 2050.

To highlight the threat to the disappearing species and support the partnership, the toilet tissue brand is launching an integrated campaign. Developed in collaboration with Essity’s agency partners Publicis•Poke, Zenith, Blue Chip and Finn Communications, the campaign involves the removal of the brand’s Kenny the koala from 3,000,000 of its promotional packs.

The concept for the campaign was devised by creative agency, Publicis Poke, who also developed a series of tongue-in cheek films that aim to show just how irreplaceable koalas are.

Credits

CAMPAIGN TITLE: Cushelle Koala Academy

CLIENT: Essity Cushelle

ADVERTISING AGENCY: Publicis•Poke

CCO: Dave Monk

EXECUTIVE CREATIVE DIRECTOR: Dave Monk

CREATIVE DIRECTOR: Brian Williams

CREATIVE TEAM: Rob Butcher and Chris Townsend

PLANNER: Mike Waters

BUSINESS LEAD: Roxanne Courtman

ACCOUNT TEAM: Lizzy Adams

AGENCY PRODUCER: Colin Hickson

MEDIA: Zenith UK

MEDIA PLANNING: Alice Hadley

MEDIA STRATEGY: James Marlowe

PRODUCTION COMPANY: Sweetshop & MPC

PR & SOCIAL AGENCY: Finn Communications

PR SOCIAL BUSINESS LEAD: Hannah Craig

PR & SOCIAL LEAD: Sophie Atkinson

SHOPPER MARKETNG AGENCY: Blue Chip

SHOPPER MARKETNG BUSINES LEAD: Jess Harper

ACCOUNT MANAGER: Abigail Fraser Kelly

SENIOR RETAIL & SHOPPER PLANNER: Sam James

DESIGNER: Mike Selby