TRAINING OTHER ANIMALS TO REPLACE KOALAS WHEN THEY GO EXTINCT

THE CHALLENGE:

With an increasing number of shoppers seeking out more sustainable options, Cushelle needed to boost their eco-friendly credentials. They were working with the FSC, reducing plastic, and taking lorries off the road.

THE INSIGHT:

More than 60,000 koalas killed in the Australian bushfires, pushing one of the most unique animals in the world to the brink of extinction. A devastating problem for us all and for a brand whose much loved mascot is a Koala, Kenny.

THE IDEA:

Koalas are irreplaceable.
To highlight how irreplaceable koalas like Kenny the Cushelle mascot are, we created a Jo, fictional founder of the equally fictional Koala Academy, who’s decided the best way to handle the koala crisis is to train other animals to act like koalas in the event they go extinct. The campaign drew attention to our special packs which raised money for the WWF and their work protecting Koalas like Kenny.