Other animals fill in (poorly) for koalas in Cushelle's campaign calling attention to Australian bushfires

The Essity toilet paper brand is also removing the koala logo from its packs

Published On
Feb 25, 2021

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Cushelle, the Essity-owned toilet paper brand whose pack design includes a cuddly koala, is highlighting the plight of Australia's koalas after last year's bushfires in its latest U.K. campaign.

The brand has removed mascot "Kenny the Koala" from three million packs for a limited time, as it pledges150,000 pounds to support the recovery of koalas impacted by the fires, in a partnership with WWF.

It's also running a humorous series of ads in which other animals are called upon to take the place of koalas. In the spots, created by Publicis Poke, a crocodile, sheep and ostrich "fill in" for the koalas at the "Koala Academy" with dubious results. 

The films are running online, on video-on-demand and via social media. 

More than 60,000 of Australia's 85,000 koalas were impacted by last year's fires, and the species is now threatened with extinction in parts of Australia by 2050. "We saw the devastating impact the bushfires had on Australian wildlife and with our brand mascot being a koala, we know just how special these cuddly creatures really are," said Nicola Coronado, U.K. and Republic of Ireland marketing director at Essity, in a statement.


Feb 25, 2021
Client :
Agency :
Publicis Poke
Director :
Andrew Chaplin
James L Brown
Executive Producer :
Justin Edmund-White
Executive Producer :
Morgan Whitlock
Producer :
Gwilym Gwillim
Dave Monk
Executive Creative Director :
Dave Monk
Creative Director :
Brian Williams
Creative Team :
Rob Butcher
Creative Team :
Chris Townsend
Planner :
Mike Waters
Business Lead :
Roxanne Courtman
Account Team :
Lizzy Adams
Agency Producer :
Colin Hickson
Media :
Media Planning :
Alice Hadley
Media Strategy :
James Marlowe
Production Company :
Post Production Company :
PR & Social Agency :
Finn Communications
PR & Social Business Lead :
Hannah Craig
PR & Social Lead :
Sophie Atkinson
Shopper Marketing Business Lead :
Jess Harper
Account Manager :
Abigail Fraser Kelly
Senior Retail & Shopper Planner :
Sam James
Designer :
Mike Selby

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