Cushelle removed its Kenny the koala mascot from its packs and offered support to koalas impacted by the 2020 bushfires.
Essity, the owner of the tissue brand, has partnered WWF and pledged £150,000 to support the koalas’ recovery. To promote the initiative, Cushelle launched a tongue-in-cheek campaign starring "koala expert" Jo Robinson, who is on a mission to solve the impending koala extinction by training other famous Australian animals at her "Koala Academy" to "fill in" for the cuddly creatures.
The work was created by Rob Butcher and Chris Townsend. Zenith is the media agency.