Aussies are gutsy and outspoken with a wicked sense of humour. That works so well in advertising and Australian furniture brand, Koala, is showing how it’s done in a campaign that highlights its sustainably-made, durable products…
…by pitting them against the brand’s fast furniture competitors.
While the campaign is meant to be light-hearted, the underlying message is anything but. It’s led by a very brave 30-second commercial in which discarded furniture is mocked by its Swedish names.
The film ends with the message, buy furniture that’s worth keeping.
Koala vice president of marketing Australia, Leanne Glamuzia, commented, “We wanted to shine a light on a serious environmental topic but do it in our trademark tone of voice. As well as being proudly B-Corp certified and a member of 1% for the Planet, we wanted Aussies to understand that Koala designs quality furniture that promotes sustainable practices.”
The campaign was created entirely in-house and turned around from conception to delivery in just two weeks. It is running on TV, supported in social and OOH.
Credits:
Agency: In-house (Koala)
Chief Marketing & Technology Officer: Peter Sloterdyk
VP Marketing: Leanne Glamuzina
VP of Global Creative and Strategy: Bradley Firth
Director: Drew Dunbar
Creative Directors: Marina Vasilieva & Taylor Thornton
Director of Project Management: Kathy Ngo
Senior Copywriter: Matt Koo
Senior Art Director: Elana Robson
Senior Project Manager: Emma Power
Social Content Director: Kirsten Armour
Media Director: Sally Phelps
Media Manager: Michaella Naicker
Performance Marketing Managers: Valerie Duong & Lulu Wang