Holey Moley launches ‘Fun Way To Test Friendships’ campaign via Dentsu Creative
Holey Moley Golf Club, part of Funlab, has launched its new “A fun way to test friendships” campaign via Dentsu Creative, showcasing the bragging rights that await at Holey Moley and how there are lots of ways to test a relationship, with some being more fun than others.
The three short videos, to run across digital OOH, online and social, show that whilst it may seem like harmless fun, a game of mini golf and the inherent bragging and banter that follow, can ultimately put your friendships to the test (but hey, at least you’ll have fun).
Says Oonagh Flanagan, ‘the CMO of Fun’ at Funlab: “Holey Moley has been a huge success story for Funlab. This campaign is about writing the next chapter for the brand, leveraging the updates we’ve made to the experience, including new venues and new menus. We love how the Dentsu Creative team has been able to develop an idea that is as fun as the experience of Holey Moley itself.
“The campaign is designed to demonstrate the fun people can have when connecting in physical environments, reminding people to switch off phones and connect in the real world and encouraging those with memories of Holey Moley, and the embarrassment of their over-competitive friends, to come back and see who will reign supreme in a new round of putting friendships to the test.”
Says Graham Alvarez-Jarratt, strategy partner, Dentsu Creative: “A fun way to test friendships is an ode to the frivolity, and occasional friction, that happens at Holey Moley.It’s also, as we discovered, a way to test friendships at creative agencies. When the Dentsu Creative team went to Holey Moley for a round of golf, a certain creative (I won’t say who), started carrying on after an admittedly impressive display. This is one of those moments where the briefing became the content.”
The new campaign, directed by Matt Kamen has launched across digital OOH, online, and social.
It comes after Funlab extended its relationship with dentsu, appointing Dentsu Creative to its creative roster, and naming Carat as media partner, after a fruitful partnership with Merkle, dentsu’s CXM business.
Says Flanagan: “Our relationship with Merkle has helped support important results for our business. Merkle has been a key part of our digital transformation program and we are pleased to extend our relationship into the broader dentsu family.
“The trust and deep understanding we have built with Merkle over the past four years created the perfect opportunity to explore how else we could work with Merkle and the broader dentsu group.”
Merkle has also extended its relationship with Funlab, with its B2B offering tapped to help the fun provider connect with corporates and make Funlab the number one destination for corporate functions from team building activities through to Christmas parties.
Extending the Funlab relationship into Carat and Dentsu Creative delivers an integrated end-to-end solution for Funlab, bringing the power of CXM, media and creativity closer together to deliver never before results for Funlab.
Client: Funlab, Holey Moley Golf Club
Chief Marketing Officer: Oonagh Flanagan
Studio Manager – Creative Direction: Carlos Patino
Head of Brand & Campaign: Alicia Blayney
Campaign Manager: Matt Pare
Creative Agency: Dentsu Creative
Chief Creative Officers: Mande Van Der Merwe & Avish Gordhan
Creative Director: Tom Denton
Copywriters: Monique Horsley & Eliza Smith
Art Directors: Lilly Wollmering & Heidi Rabbitts
Strategy Partner: Graham Alvarez-Jarratt
Producer: Tom Pearce
Account Director: Josh Pelz
Senior Motion Designer: Emanuele Franco
Senior Finished Artist: Gerald Fox
Retouching – Ross Goddard
Production Company: The Producers
Director: Matt Kamen
Executive Producer: Noelle Jones
Producer: Afrim Memed
Cinematographer: Sean Ryan
Casting: Citizen Jane
Post-production audio: Rumble
Photographer: Benito Martin
Photography prod. Co: Sam I Am
Media Agency: Carat
Strategy Lead David Dalgarno
Client Partner Nisha Rajamani
Client Director Michael Myers-Snyders
53 Comments
an internal strat line becomes the external tagline. Why only friendships?
This is terrible.
These are cute!
Who behave just like that
P.U.
an ad is supposed to make you want to do the thing
i get it
This is bad.
Really bad.
Shame on the client for signing this off.
Headlines work nicely. Casting on point.
As the great Gerald Fox repeatedly says, “A finished artist’s work is NEVER finished, merely signed off by the client. Now get me a beer.”
Nice!
Fun
…but another huge miss from Dentsu. Yuck.
This is so FUN!
Why is everyone so mean -who hurt you all?
No. Will it work? Yes. Nice work team.
Great insight. I like ’em.
Made me chuckle. Nice work!
Would hate to think how much this cost them….
Everyone likes cussing out your mate when you beat them at crazy golf.
Well, I sure do!
You’ve made a cringe worthy campaign.
Major blunder. Says a lot about recent leadership moves. And regarding the actual work, keep perpetuating those tired old stereotypes why don’t you?
The campaign’s good. Don’t listen to the usual parasites.
People like myself are cheering for this agency and the people. But this work is way below average. The craft, the output and overall standard is not something you’d expect of the image they’re trying to build.
I have nothing but respect for the creatives who made this, but they’re lions led by donkeys.
I was on a shoot today when I saw this. I liked the thought. But the client summed it up well. It looks like an ad from 90s. A bit of time and craft would have made this something truely special.
This is pretty poor would’ve expected them to deliver something better. Can see Funlab fading out.
Gezus that end tune is close to Passionfruit by Drake.
They’ll work. Usual “redundant” comments by likely the same people.
I like the work. Good insight. Why so much hate?
Watched this with my team at stand-up this morning, we all thought it was great. It’s clear, simple, true and funny! Well done to the Dentsu
Cute spots, very enjoyable. Can’t believe how many bitter people there are in these comments…lighten up friends!
When the positive comments are “hey stop being grumpy! its really funny hehe”, then you know the work is bad. It’s cringeworthy at best and lacks any craft whatsoever.
Fun!
Its nice to see some ads that are made for people (not ad people).
They are what they are. No budget cheap comedy, you get what you pay for. It’s the most common type of work in Aus these days and why all our best directors rarely shoot here anymore.
These are great. I hope they push the idea further in social.
To paraphrase you: They won’t work. Usual “clumsy” comments by likely the same agency staff.
Is vicarious embarrassment a thing? I’m suffering! Questionable idea. Makes me want to pay money to not go to Holey Moley.
The font on the OOH is soooooo gross.
I actually quite like these. The characters are super quirky. Insight is tidy too.
The heat they’re getting, especially for a couple of fifteen second online videos can only be from a few scorned exes.
Let it go. Move on.
Once again, a bunch of frustrated underachieving keyboard warriors punch their stubby digits on their keyboards, venting their anger tied to their lack of success and creativity.
Is this work great? Not at all. But not everything can or will be great. It’s fair to assume that the people who anonymously write their critiques have most likely never done anything of note or have not done anything of note in many years. Here is a possible profile of the creative champions who diss anything and everything.
Late 30s to 40s male, currently freelancing at an agency knocking out banner ads for Harvey Norman, he’s angry at the world because his 29-year-old ECD doesn’t seem to respect him, she doesn’t give him the prime briefs. And his day rate barely covers the rent on his studio apartment and the child-support payments. So he goes to the agency kitchen, takes out that half-eaten Subway sandwich from yesterday and then, with his mayonnaise-coated pudgy fingers starts tapping away in the comments section of any ad that reminds him of where it all went wrong for him in his career. Once done, he gets back to crafting that Black Friday Sale banner ad, only to have it rejected for the fourth time.
I’m no FBI Profiler, but maybe I have gotten close. Why do I make so many of these assumptions? The answer is easy. Talented people who are doing good work are too busy making good work to be bothered commenting on anything.
It would be great if commenters were made to not only avail their identity but also add a link to their site for all to see what they have, or haven’t done. But they won’t do that for very obvious reasons.
fair play, you got me.
CB comment of the year. Late entry. But a contender.
Deals with their own inner demons in the comment section like no one’s reading. Found a true profile of yourself in your comment yet, or still in denial?
Bring on people needing to share their identity and see what happens. Its good work, its not Cannes but its not trying to be but it works and it feels on brand (only because ive been there) For those haters, please feel free to share your current work and lets see how it lands
Yep. But the gutless won’t do that, it is easier for them to diss others while the work they make is laughable.
No need for the gasps and fibrillations. It’s just ads and people ripping on them. It’s all in good fun. It’s Nerf ball.
This blog was designed as a forum for people to critique the work. So I disagree with @Pot. And this campaign is the very reason the work needs to be elevated and continue for the industry to talk about the work, good or bad. This campaign looks like AI has generated it, and the craft on it is below average. Let alone the work coming from an agency like Dentsu. This includes the work they’ve done this year. Hopefully they elevate the work within. I’m sure they eventually will.
Critiques are fine….but the majority are just moronic trolling from hacks. Therein lies the problem.
Show yourself and your work. What are you scared of?
Anyone demanding to see anyone’s work or real names is a privileged ponce. Go brew some warm tea, hop into your safe space and read the other trade press.
The bar is low if we’re comparing work to trade press.
And clearly the last few posts replying proves my point about this work.
Go look at Effie winning work, D&AD, AdAge, AWARD awards, talk to clients. That’s the type of working the industry should be doing for clients.
Not the type of work that’s complimented internally within an agency.
Something got you upset, petal? Harvey Norman banner ads getting you down? Poor thing. If people who are doing good work and have no need to diss everyone else’s work are ‘privileged ponces’ then that doesn’t sound like a bad thing to me. Bring on the good work privilege I say. But for me, I like full-strength coffee.
I lIkE fUll-sTreNgTh CoFfee.
Too tough for me, big guy.