G’Day, Y’all

Get the word out that, for the first time in its near-60-year history, the Louisville Zoo was going to have a permanent koala exhibit.

Koalas are cute, but unlike lions and gorillas, they're kinda boring. Essentially, they sleep all day, wake up, then eat something that intoxicates them until they fall asleep again. Instead of playing into the cute cliches, we leaned into their lazy lifestyle and portrayed the lethargic marsupials like a street gang arriving to claim territory.

A tongue-in-cheek broadcast and digital campaign about the new neighbors "making their mark" across the city, casting a boisterous, swaggery voiceover with imagery of city landmarks that had been tagged by the sluggish Australian vandals.