Furniture retailer Koala has released a blitz campaign that pokes fun at theme park giant Dreamworld over its "bungled" koala sanctuary.
The campaign is a response to the park redirecting $2.7 million of taxpayer funds from a koala sanctuary to a rollercoaster.
The print ad featured in news outlets across Queensland unveils the Koala's conservation efforts and partnership with WWF-Australia.
The ad has a nudge at Dreamworld, saying “no rollercoasters were harmed in the making of this ad”. To spread the message further, targeted digital ads ran alongside news articles across the eastern seaboard.
Koala’s creative director Taylor Thornton said: “Koalas are so much more than just the name of our business. They’re an Aussie icon and we couldn’t let this slide.
"And we’re proud to say that through our ongoing partnership with WWF-Australia, we’ve donated over $1.5 million to help regenerate koala habitats.”
Koala is known for its tongue-in-cheek ads, including renaming a sofa bed, the McGowan, after the Western Australia premier when that state reopened its borders.
Credits:
VP Global Brand Strategy & Creative: Bradley Firth
VP Marketing Australia: Mark Khademi
Creative Director: Taylor Thornton
Copywriter: Stephanie Hua
Art Director: Jeffery Chan
Performance Marketing Manager: Jules McKie
Performance Marketing Specialist: Sarah Murray
Media Manager: Michaella Naicker
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