CC:A mateofminerecentlygot
backfroma holidayinNewYork.
Apparentlyeverywherehewentthe
localsgreetedhimwithhandshakes
andhugs,showingtheirdeep
sympathyforthefirevictims,
especiallythebillion-odd“critters”
lostinthedisaster.Astonishingto
thinkNewYorkersontheotherside
oftheplanetgivinga shitaboutour
furrymarsupials.ThisKoalasofNYC
ideasurelyhadsomethingtodo
withtheoverwhelmingresponse.
It clearlytappedanemotionalcord
witha country’sdeepaffection
forournativeanimalsand,most
importantly,showedthemhowthey
could help. Well done all involved.JH:Ina seaofdigitalstreams,it’s
nicetoseeanideathatlivesinthe
realworld.Thesurprisinginvasion
ofkoalasintheBigAppleisan
intelligentidea.Intriguedriving
realityanda subtlelinktotake
actionismorethanenoughto
captureheartson the other side
oftheworld.PF:Despiteglobalcoverage,
peoplecanbecomeimmune
tothenews,theanguishand
thehousesburningdown.This
ideaissimplebutsignificant,
approachingtheproblemwith
fresheyesandaninstantway
to act. Not bad for a stuffed toy.CC:Wow!Scottfrommarketing
hasreallypulledanall-nighter
onthisone.Clearstrategy,sound
idea,strongheadlines,boldart
direction,bloodybrilliantinitiative,
Scott,youcouldactuallymake
a realdifference...oh,no,wait,
bugger,unfortunatelyyou’ve
missedthedeadlinebyaboutsix
months.Sorry,Scott,we’re going
tohavetoletyougo.
JH:Speechless.Onescroll
throughthesnowballingnegative
commentstellsthestory.Even
thoughcommunicationfromthe
governmentwascrucial,
theexecutionwasunemotional,
untimelyandcompletely
unrelatable.Thebrutalpublic
reactionwasalltheresponse
this crisis piece deserved.
PF:Woefullyinsensitivewhileset
amongLiberalclimateinaction,
Hawaiianholidaysandforced
handshakeswithfiries.The
politicaladvertisingwithdonations
appearedtosimplyheightenthe
haterswhohaveturnedagainst
ScoMo, myself included.LIBERAL PARTY
KOALASOF NYC
Creat iveA gency:
CUMMINS&PARTNERS NYCreative Review