Koala launches first campaign under new VP of marketing

B-Corp certified Australian furniture maker Koala has launched its first campaign under new VP of marketing, Mark Khademi, whose role replaces that of  former Koala CMO Pete Sloterdyk after he departed the business in August last year.

‘When Life Unfolds’ was created by Koala’s in house marketing team, with production from Clockwork Films, with the campaign alluding to a play on words that reflects how Koala’s range of sofa beds can literally ‘unfold’ to get Aussies out of any jam they find themselves in.


Other Assets:

Big Night 15″:
Active Listening 15″:

With three 15″ spots covering everyday scenarios, the campaign aims to remind audiences that it’s best to have a clever and comfortable sofa bed on hand to be prepared when life throws you a few surprises.

In one spot, a couple, packing up after a birthday party, decide to set up a snoring father in law on their sofa bed, as the narrators poses ‘when you can’t put Dad on the couch, but your bed’s out of the question’. Jumping ahead to the next morning, the father in law greets the couple happily, nearly naked with coffee in hand. ‘Ah… Koala’ the narrator sighs, as the Koala logo appears on screen.

Koala’s VP of global brand strategy & creative Bradley Firth said: “Sofa beds typically take forever to unfold and are horrible to sleep on, by pairing our whip-smart Koala creative team with Armand and Clockwork, we’ve been able to have a lot of fun exploring tricky situations where the Koala sofa bed range offers the perfect antidote.

Koala’s VP of marketing Mark Khademi added: “Koala’s proud to boast the #1 rated Sofa Bed in the country and it’s no wonder why – the clever design looks incredible, folds out in seconds and features all the trademark comfort customers know and love Koala for.”

The new campaign will roll out across TVC, radio, out-of-home, digital and social.


Chief Commercial Officer: Rory Costello
VP Global Brand Strategy & Creative: Bradley Firth
VP Marketing Australia: Mark Khademi
Integrated Producer: Nikki Jones
Creative Director: Taylor Thornton
Senior Creative: Matt Koo
Senior Brand Designer: Elana Robson
Creative: Drew Dunbar
Senior Marketing Manager: Miles Thomas
Director of Organic Marketing: Kinga Papp
Social Media Manager: Laura Haddock
Performance Marketing Manager: Jules McKie
Media Director: Sally Phelps
Media Manager: Michaella Naicker

Production House: Clockwork Films
Director: Armand De Saint~Salvy
Senior Producer: Alan Robinson
Executive Producer: Heath George & Damien Whitney
Production Manager: Steven Garrett
DOP: Liam Gilmour
Stylist (Art & Wardrobe): Janai Anselmi

Post Production:

White Chocolate

Song Zu

Father in Law: Duncan Ragg, Anna Phillips and Domenico DiMarte (Poppa)
Big Night: Grace Rouvray, Adolphus Waylee & Leo Gichanja (Child)
Active Listening: Challito Browne & Meg Frazer


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