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.
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