Koala latches onto pet peeves to launch new ‘Life Laid Back’ brand platform via Infinity Squared
According to research, 4 in 5 Aussies actually compromise their own comfort for their pets. With this in mind, Koala has launched its new brand platform ‘Life Laid Back’ produced by Infinity Squared, by unveiling a fun and fictitious innovation they call ‘Pet’s Best Friend’ – a ‘doggo-distracto technology’ that plays up the lengths its award-winning design team will go to to ensure all Aussies can return to the laid back lifestyle we’re famous for.
The brand platform is designed to show Aussies how Koala products create the physical and mental space needed to live a life laid back, and will live on after this launch campaign, which was created by the in-house creative team at Koala.
Says Taylor Thornton, creative director of Koala Australia: “We wanted to launch this new platform in a way that would get Aussies talking. When our designers set out to create comfy furniture they never imagined that our pets would love it as much as our customers, something we enjoy seeing lots of from our followers on social media. With this battle for space only magnified during the seemingly endless months of lockdown, we felt it was right to pay them tribute, and end the year on a lighter note.”
The design of the fictitious product, Pet’s Best Friend, is based on the iconic Koala plush toy that comes free with every mattress purchased, and signifies the donation Koala makes to WWF to help protect Koalas in the wild. The tongue-in-cheek design is further enhanced by some of the same materials that make Koala furniture so loved by humans and pets alike.
The campaign video was directed by comedy genius, Greta Lee Jackson, and produced by Infinity Squared. The integrated campaign includes frisky Youtube pre-rolls, salacious performance media, cutesy OOH assets, and spit-take social content including collaborations with a variety of petfluencers to help drive engagement.
Sadly, being a fictitious product means you can’t actually get your dirty paws on one. So instead Koala teamed up with their mates at Mad Paws to give customers the chance to win a years’ supply of Pet PA services and some sweet Koala swag, ensuring both you and your furbaby can live a life laid back.
Click here for more information on how to enter.
Koala
VP Global Brand Strategy & Creative: Bradley Firth
Global Brand Strategy & Partnerships Lead: Kinga Papp
Creative Directors: Taylor Thornton & Marina Vasilieva
Senior Copywriter: Matt Koo
Senior Art Director: Elana Robson
Integrated Producer: Nikki Jones
Social Media Manager: Laura Haddock
Marketing Lead: Hannah Murphy
Media Director: Sally Phelps
Media Manager: Michaella Naicker
Production & Post: Infinity Squared
Director: Greta Lee Jackson
Producer: Henry Richardson
DOP: Mark Tadic
Art Director: Angela Cheung
Exec producer: Charlie Billeh
Head of production: Erin McBean
9 Comments
Is December 1st the new April 1st?
this goes a bit past the post office.
A 30 second joke told in 90 seconds.
What did I just watch?
Student work comes out
This is bad.
But also having worked on Koala last year, my sympathies to the creatives.
so yall expect people to pay through the teeth for your products while putting yourselves out there like this? it’s giving me a-mart and fantastic furniture
Idea is fun, execution isn’t great but was probably done on a tiny budget. But nice to see Koala aiming to get back to its cheeky roots, after the raft of bland, generic, personality-ness work of late.
I think this is the worst piece of work I’ve seen all year.
Brave idea!