icare makes no compromises in latest campaign via SDWM

16 November 2020

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The 15-second online ads introduce icare’s new brand ambassador Blu.

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 with SDWM tackles this misconception by bringing the brand’s ‘no compromises’ product policy to life.

“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,” Encore Tissue Australia general manager Luke Peters says.

“And we love the way this has been brought to life through the use of our new brand ambassador.”

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

“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," SDWM copywriter Alberta says.

"The team did an outstanding job of creating something we are all proud of."

The spots will be accompanied by OOH, instore and digital. 


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

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