Stay in your
comfort zone
For decades the sports category has sold everyone the same story. Find your inner athlete. Be more, do more, say more. Do not merely step outside your comfort zone, relocate there and take out a mortgage you will never pay off.
Koala sells comfort. So we said the exact opposite of what the entire category was shouting, which is the cheapest position in the world to own once everyone else has agreed to shout the same thing. Stop pushing. Just Do You.
Role: Global Creative Director, Koala
Year: 2020
Scope: Campaign idea, look and feel, film, stills, out of home, print collateral, CRM templates, launch rollout
Credits: Andrew Cameron (VP creative), Taylor Thornton (creative partner), Matt Koo (writer), Elana Robson (art director), Madeline Kelly (director), Pip Cowley (photographer), Revolver Will O’Rourke (production)
Everywhere it
had to work
Then the idea had to survive being everywhere. Out of home and billboards, film, stills, CRM, templates, and every other piece of collateral a campaign launch drags behind it. A line that only works in the film is not a platform, it is a film.
