Description
In the summer of 2019/2020, Australia was ravaged by its worst bushfire season on record. 1 billion of the country’s unique wildlife, killed. To connect New Yorkers to this heartbreaking tragedy, Koalas of NYC was born. An initiative designed to evoke compassion and empathy through a compelling storytelling mechanism, went viral in less than a month. In January 2020, plush koalas were placed in prominent locations all over New York City. Attached to the koalas was a QR code directing folks to donate to Australia’s largest wildlife rescue and rehabilitation charity, WIRES. Koalas of NYC then took the world by storm. The campaign was championed by fans in London, LA, Las Vegas, and beyond from people all over bringing the initiative to their own city. Voluntary celebrity support included Jennifer Aniston, Katie Holmes, Lewis Hamilton and Lewis Capaldi. With over 40 celebrities, 152 news outlets and ongoing fundraising events worldwide, Koalas of NYC captured the hearts and minds of advocates from all over.
This professional campaign titled 'Koalas of NYC' was published in United States in January, 2020. It was created for the brand: Koalas of NYC, by ad agency: Cummins & Partners. This Integrated medium campaign is related to the Public Interest industry and contains 7 media assets. It was submitted over 3 years ago by Design Director: Rachel Mitrani of Cummins&Partners.
Credits
Advertising Agency: Cummins&Partners NYC, New York, United States of America
Creative Director: Rachel Mitrani
Executive Creative Director: Sean Cummins
Creative Strategist: Olivia Santilli
Producer: Diane Villavieja
Copywriter: Pepa Cummins
Social Media Manager: Samantha Arena
Art Director: Taylor Ottaviano
Designer: Monish Khara
Creative Team: Ryan McKinnon
Photographer: Jeremy Cohen
Photographer: Janie Fitzgerald
Photographer: Frank Pellegrino
Photographer: Gill Heppell
Photographer: Mike Redman
PR Consultant & City Producer: Tracy Stent
PR Consultant & City Producer: Mark Stent
PR Consultant & City Producer: Nicky Turley
Volunteer: Jen Beerman
Volunteer: Jack Koplin
Volunteer: Finn Stent
