Hopeful Monsters

To win over Gen Z, brands are ditching the serious tone and getting a little... unserious 🤪 In this deep dive, Hopeful Monster Hela Gomulwal takes a closer look at the brands that are truly resonating with this generation. We are also asking: Trump. He's back. But how does it impact advertising? 🇺🇸 Why does Xmas seem to begin earlier every year? 🎄 Why can most Australians finish this... "One, three, double ‘O’..." 🎶 All this and more to help you be more Hopeful Monster. #Marketing #Advertising #HopefulMonsters

If you thought curiosity was just for killing cats, think again 🐈⬛ SXSW Sydney proved that curiosity is what keeps us all at the helm, shaping the future, especially for us at Hopeful Monsters, where infectious curiosity has been one of our founding behaviours since we launched. In this week's newsletter, Hopeful Monster Blair Ellis dives into the best bits from the week. We are also looking at: Gender Equality: An issue we all need to tackle 💥 Why one specific Hopeful Monster takes a photo of himself daily 📸 The digital bloom of boomers 🌸 All this and more to bend your noggin into a more Hopeful Monsters-esque shape!

Gender equality is an issue we all need to tackle… across every industry. As a female-owned creative agency, we’re proud to be doing our bit and to be recognised as finalists in the gender equality category at The Shorty Awards for Impact - global awards celebrating the positive impact of purpose-driven work. PARK believes that football can change the world. And with 96% of women forced to play in men’s kits at some point in their career, we helped them level the playing field for women across the globe. Our IT’S TIME TO PLAY BETTER campaign wasn’t just about clothing; it was about championing equality and setting a new standard for women’s sport. Go the girls! #genderequality #womenssport #creativeagency Sam Davy

You might not know you need a pep talk. But you do. This week, Hopeful Monster Garry Dawson has hijacked the usual blog proceedings to give you the lift you need. We also ask: Would you rather create dull advertising or buy a mansion in The Bahamas? 🌴 How do we get rid of the irrelephant in the room? 🐘 Is it time for a bland refresh? 👀

Hopeful Monster, Blair Ellis, is on the ground at SXSW Sydney this week, soaking up insights from some of the brightest minds in tech, design, and creativity. The big questions are already being asked… Are we shifting to a text and swipe society? 👀 Becoming dependant on the digital form to communicate while losing our ability to discover and question the absurdity of the ‘real world’. Ironically, we seek the use of AI to help us be ‘more human’. Yet these tools filter and funnel us into a curated algorithm of sameness that commoditises the human spirit. To shift outside of this bubble we must become curators of taste. You’re only as original as your references are obscure. Session 💭 Brand Futures: Will AI Splinter or Standardise Design? Panel 📣 Ashi Bhat- INSIDER App Christopher Sanderson - The Future Laboratory Crystal Fong - Psychology Student/Creative Director Rhys Gorgol - The Company You Keep

Did you know? Every day, Aussie households throw the equivalent of 7.7 million meals in the bin as food waste 🥗 In this week's newsletter, we take a look at The Great Unwaste - our new brand campaign for End Food Waste Australia. We are also asking: What do you have in common with a Spice Merchant from 1517? 🌶️ Why does the industry need to 'be more Banksy'? 🎨 How are brands using live streaming to shatter the fourth wall? 🧱

A very big and humbling new work alert 🥦 One of our goals when we launched Hopeful Monsters was to work on some of the most important briefs that matter to Australia, and this one ticks that box. Every day, Aussie households throw the equivalent of 7.7 million meals in the bin as food waste 🥗 The Great Unwaste - our new brand campaign for End Food Waste Australia - is Australia’s first collaborative campaign to help stop that, supported by the Australian Government. Turning this campaign around in eight weeks has been a labour of love and we are so grateful to everyone who’s put in the extra work to make this happen. Thank you to all our brilliant Hopeful Monsters from strategy and creative through to developers, designers, publicists, producers and everyone in between. You’ve handled this behaviour change beast with that true Hopeful Monsters spirit 💥 A big shout out to Mandy Hall and Ella Winnall for believing in The Great Unwaste from day dot, all the team at End Food Waste Australia and the brilliant Dr Mark Boulet. Plus the fantastic crew at Mint Films and Hatched. Proud to be doing our bit to turn food waste around. Lots more lovely stuff to come. In the meantime, join The Great Unwaste! 🎉 Katie Barclay, Carl Moggridge, Alycia Raco, Sophie Morris, Brendan McGovern, Kate Latimer, Leah Giselle Spadone, Blair Ellis, Katherine Taylor, Garry Dawson, Martina Mera, Connor Sprague, Hela Gomulwal, Andrew Seaton, Matt Samperi, Rumble Studios, Seiya Taguchi, Berlian Ayudya, Laura Comber.

"Hellooo... is it awards you're looking for?" 🎤 We’ve never been big on entering awards. But this year we thought we’d give it a shot. And aren’t we glad we did! 👀 Three more shortlists... this time for The Drum Global Awards. One of which recognises the rise of Hopeful Monsters in the Business Transformation category. And a big congrats to PARK and Australian Macadamias where we're up for Best Global Advertising and Best Global PR! 🎉 Let's go!!!

"Indie hot shot” shortlisted for B&T Independent Agency of the Year - we’ll take that B&T! 🎉 When Katie Barclay, Carl Moggridge and Alycia Raco hatched the plan to launch Hopeful Monsters, agency of the year was on the ‘things to do in the next three years' list. Obviously we’re not there yet but here’s hoping we pull it out of the bag early! Super proud of the whole Hopeful Monsters crew and our brilliant clients and partners for believing in us. What an amazing journey it’s been over the past 18 months. Plus a shout out to our Australian Macadamias client for our fun The Original Macas campaign being shortlisted in the Best PR category. LET'S GO! 💥 https://lnkd.in/gx4YTsEq

Premier League Football Clubs may seem like a strange source of inspo for ‘non-sports’ marketers 👀 But they know their fans inside out - their history, their culture, their passions, even their memes. And they are using that knowledge to make money! In this week's newsletter, our Marketing Manager, Garry Dawson, investigates what brands can learn from Premier League teams. We also ask: Is it time that Super Mario got some new kicks? 👟 Is Marketing Predictable? 🔮 Why is Irish whisky better than Swedish whisky? 🥃