ICAREFeels Good. Does Good.
- Campaign
Purchasing sustainable toilet paper is more important than ever. But many believe buying 100% recycled means sacrificing on quality and softness. As a toilet paper that promises both, iCare needed to tackle this misconception by bringing its ‘no compromises’ product promise to life.
Launching the new brand platform ‘Feels good. Does good.’ Australia got to know our furry friend Blu across all online platforms. Blu featured in a series of animations, bringing to life iCare’s ‘no compromises’ policy by poking fun at the idea of compromising in the first place. The situations talked directly to an audience who is eco-conscious or has a desire to make better choices when they’re not losing out.
To cut through the noise we needed to create a spokesperson people would listen to. That’s where Blu came in. A witty and irreverent Aussie koala on a mission to correct false narratives, make sustainability easy and save the ecosystem. We designed a Koala that felt soft, smooth, cute, and approachable. Natural colours were used to create environments that felt genuine, to cement our eco-conscious message in the minds of consumers. To bring our irrelevant koala to life, we needed a comedian who knew how to deliver lines with comic timing, someone who felt earnest and approachable. Someone like Geradline Hickey. Through her voice, Blu let Aussies know that compromises didn't have to be made when it comes to their toilet paper. They can have one that feels good, and does good too.
