icare makes no compromises in latest campaign featuring furry brand ambassador Blu via SDWM

Purchasing sustainable toilet paper is more important than ever. But customers often believe that 100% recycled means sacrificing softness and strength. icare’s latest campaign via SDWM tackles this misconception by bringing the brand’s ‘no compromises’ product policy to life.

The 15 second online ads also introduce icare’s new brand ambassador Blu; an irreverent cartoon koala voiced by comedian Geraldine Hickey.

Says Luke Peters, general manager of Encore Tissue Australia: “As a brand, we don’t believe in making compromises. That’s why we undergo a meticulous process to create products that are both 100% recycled and high quality, and we love the way this has been brought to life through the use of our new brand ambassador.”

Says Alberta Gunner, copywriter at SDWM: “It’s not every day you get to animate a talking koala, so working with AIRBAG and Lumberfly to bring this character into fruition was a lot of fun. The team did an outstanding job of creating something we are all proud of.”

The spots will be accompanied by OOH, instore and digital and are no doubt just the beginning for the brand’s new ambassador.

Client: Encore Tissue Australia

Creative Agency: SDWM
Creative Director: James Orr
Design Director: Jake Turnbull
Copywriter: Alberta Gunner
Designer: Bella Plush
Business Director: Jarrick Lay
Project Coordinator: Caterina O’Brien

Production Company: AIRBAG
Animation: Lumberfly
Producer: Nick Venn