Tag: The Hallway

Australia – Sydney-based Wholegreen Bakery has teamed up with independent advertising agency The Hallway to produce a deliciously edible Coeliac-Australia-accredited ‘Cardboard Cake’ that will make gluten-free doubters and sceptics eat their words, quite literally. 

The ‘Cardboard Cake’ is Wholegreen Bakery’s witty take on the long-time stereotype that gluten-free foods ‘taste like cardboard’. 

Though cardboard in appearance, the ‘Cardboard Cake’ is definitely far from it. The product has undergone a rigorous Hallway-led design process involving the development of a bespoke baking tray that could mimic the shape of cardboard grooves so it could be mass produced at the bakery. 

Created with detailed flavour profiling, the cake’s taste is as impressive as it looks and is fit for those observing a gluten-free diet. It is made with a blend of premium ingredients, including butterscotch, coffee, cocoa powder, pastry, caramel, and brown rice flour, and is shaped like cardboard—a delicious gluten-free cardboard. 

Accompanying the launch of the limited ‘Cardboard Cake’ is a short film that gives viewers a sneak peek into the creative process that goes into making the product. 

Wholegreen Bakery was founded in 2014 by Cherie Lyden, who was diagnosed with coeliac disease together with her daughter. The bakery is dedicated to crafting exceptional, wholesome gluten-free sweet and savoury baked goods for those with special dietary needs. 

Lyden said, “If I had a dollar for every time I’ve heard people say that gluten-free food tastes like cardboard, I’d be a rich lady. We’ve been proving the sceptics wrong for years, but with The Cardboard Cake, we’re taking it to the next level and tackling the misconceptions head-on.”

Simon Lee, chief creative officer and partner at The Hallway, also said, “This is a little cake with a big point to prove: that you can have a gluten-free diet and not deprive yourself of the pleasure of eating delicious baked goods. It’s been an extraordinary collaboration that’s taken our design and production smarts out of the studio and into the kitchen. Bon Appetit! ”

Australia – In collaboration with independent advertising agency The Hallway, men’s mental health charity The Men’s Table has launched its new digital OOH campaign called ‘Go Beyond Banter’ that features a suite of ‘bantery’ executions that play on the tendency men have to talk about anything – sport, cars, fishing, holidays, their kids – other than their feelings.

In each execution, the audience can only see a man’s typical banter at first, then words fade away 10 seconds later revealing the man’s true feelings. The campaign’s call to action encourages the mentally healthier behaviour of going beyond banter, inviting men to attend a local Men’s Table. 

“If you can’t see what you’re doing, you can’t change what you’re doing. So we’re holding a mirror up to the common male behaviour of hiding our emotions in banter, and sharing the good news: that there’s a place to go to have much needed more meaningful conversations,” said Simon Lee, CCO and partner of The Hallway.

Ben Hughes, co-founder of The Men’s Table, also commented on the campaign, stating, “It was my own personal experience of having a deep need to talk about more than ‘just footy and shit’ that was the driver to start The Men’s Table. And our continued growth is proof that this is a need that is shared by many men.”

Hughes also said that the ‘Go Beyond Banter’ campaign captures the essence of what The Men’s Table is about, and shared that he has no doubt that it will resonate with the charity’s audience and encourage more men to join them.

Established as a not-for-profit in 2019 with the simple premise of getting men together around a table to open up and talk about what’s really going on for them, The Men’s Table provides a trusted peer support group environment for men to connect and engage in help-seeking and help-giving, for mental, emotional, and social wellbeing and community belonging.

Australia – NOVA Entertainment, Australia’s radio broadcast network, is making some big exciting changes to its local marquee programs. 

For its breakfast show, Nova 96.9’s Sydney breakfast show, its three mainstay hosts – Kate Ritchie and Fitzy & Wippa – will now be a single crew to bring fun and entertainment to viewers’ early morning rush. 

Sydney audiences are used to seeing local comedic duo Fitzy & Wippa and Aussie actress Kate Ritchie separately in various Nova campaigns, and to mark the refreshing change, the network has whipped up an equally exciting teaser – in the style of the iconic music outfit Queen’s cover art for its album, The Miracle. 

Developed by creative agency The Hallway, the visual concept saw all three faces of the radio hosts merged together – a true adaptation of the creative by Queen. 

The collaterals ran alongside a ‘Coming Soon’ message as the main teaser message, and afterwards, under the headline ‘A new face for breakfast radio’ post-announcement. 

Adam Johnson, NOVA Entertainment’s chief growth officer, spoke about the creative norm in radio show marketing where teasers usually take the form of an amusing image to give audiences a flavour of the upcoming show’s personality. 

With the fan base of the three hosts, they couldn’t let the chance slip to deliver their share of such marketing direction – and make an even catchier and clever version. 

“With somebody as loved and recognisable as Kate Ritchie joining such an established and successful show as Fitzy & Wippa, we knew we had to do something in the announcement stage to make people [sit up] and take notice to generate talkability. The image may be somewhat visually challenging, but it’s achieved its aim and we’re proud to have delivered something different to anything else in our sector,” said Johnson. 

The Hallway CEO Jules Hall also commented, “Kate Ritchie joining Fitzy & Wippa on the breakfast show is huge for radio. Our job was to amplify the news which is a lot easier when you have brave clients willing to shake up category conventions. With the announcement out there and Kate on air, we now get to enjoy an even more entertaining start to our days!” 

The network further shared that once the launch period for the new breakfast show is over, the campaign will move into a new phase to share a more traditional radio image that will be accompanied by the headline ‘Look who’s come to breakfast’. 

Aside from Nova 96.9’s Sydney breakfast show, NOVA has also just announced that artist and broadcaster Ricki-Lee will officially join the network’s highly successful national drive show. 

The campaign for its newly aligned national drive show

For the new show, NOVA has similarly cooked up a simple but clever campaign designed to highlight that listeners will continue to enjoy everything they love about the show – but with the addition of Ricki-Lee – who is set to deliver a whole new energy and tone. 

The popular expression ‘Same, same but different’ was used as the main tagline to reinforce such new set-up, similarly laid to a striking show image that brings to life the individual personalities of the presenters. 

Both campaigns for the two new shows will run nationally in digital large format sites, impulse screens, as well as transit megasides and showcase sides. 

Ricki-Lee and Tim & Joel of the national drive show can be heard nationally from 4 pm to 6 pm, whilst the breakfast show featuring Fitzy & Wippa and Kate Ritchie airs weekdays on Nova 96.9 from 6 am to 9 am, and nationally on the Nova Network from 6 pm.

It was in November last year that The Hallway announced it has been tapped by NOVA Entertainment to manage the network’s brand strategy and creative business.

Australia – The Hallway, an Australian-based independent advertising agency, has announced that it has been appointed by NOVA Entertainment to work on key brand strategy and creative projects for the Nova Network and Smooth FM Network.

The latest appointment adds to The Hallway’s portfolio of collaborative work that includes Google, Suncorp, ANZ, and Streamotion, amongst others.

On  working with NOVA entertainment, Jules Hall, CEO of The Hallway, said, “We’re really excited to be working with the team at NOVA Entertainment. It’s always a huge privilege to be entrusted with brands that are not only iconic in the Australian market but also genuinely future-facing, especially when they are led by such an impressive team of humans.”

Adam Johnson, chief growth officer of NOVA Entertainment, also commented, “We were looking for a partner to really get ‘under the hood’ of our two biggest brands, to give them a distinct position in-market and ensure they continue to thrive at the heart of our all-of-audio strategy.”

Johnson added, “The Hallway is well known to us here at NOVA Entertainment and we’ve been impressed by the successful brand platforms they have delivered for BINGE and Flash. Work is well underway on our flagship Nova and Smooth FM brands and it’s proving to be a very effective partnership. I’m excited about what we will achieve together.”

Sydney, Australia  –  Suncorp Bank has partnered with advertising The Hallway to launch Suncorp’s new campaign ‘Banking you can feel good about.’

The Hallway developed the campaign to highlight Suncorp’s commitment to making a positive influence on the environment as well as the financial welfare of Suncorp clients.

The 30-second video focuses on home loans, specifically its offering of a  $3,000 Suncorp loan for properties with a solar power system installed. The ad features a woman who learned that she could get the said loan by simply having solar panels installed at home. The ad pokes some fun on the message with animals and other living creatures celebrating the consumer’s decision which meant good for their welfare and the environment,  minimizing climate change’s impacts. 

Simon Lee, executive creative director at The Hallway, shared, “Switching to solar power is a relatively simple thing to do, but the ripple effect of doing so is far reaching. This ripple effect provides fertile creative territory that we’re having a lot of fun exploring with our partners at Suncorp.”

Meanwhile, Potta Findikidis, executive manager, marketing, Suncorp Bank, said that the Solar Home Bonus is a great example of the way that Suncorp Bank is helping our customers with their financial wellbeing as well as having a positive impact on the world we share. 

“This spot is a charming way of bringing our new brand positioning to life with tangible evidence of the actions we are taking to honour our commitment to contributing to a more sustainable future for all,” Findiidis added.

The new brand platform, which debuted in February, will be rolled out across all consumer touchpoints and will be accompanied by campaign activity on TV, cinema, digital, social, and outdoor.

Sydney, Australia — Suncorp Bank, a financial services brand in Australia, has announced the rollout of its new brand platform – ‘Banking you can feel good about – as the bank targets growth in new markets.

The new brand platform aims to underscore Suncorp Bank’s dual credentials in building better financial futures for its customers, alongside its commitment to helping create a more sustainable world. Done in collaboration with advertising agency The Hallway, the new brand platform is unveiled through a short film.

https://www.youtube.com/watch?v=p2tnStaOBw4&feature=youtu.be

Jess Gleeson, executive general manager for digital, customer and strategy at Suncorp Bank, commented, “Suncorp Bank feels a great responsibility to help our customers with their financial wellbeing and to have a positive impact on the world. It’s ingrained in the spirit of our organisation defining our commercial decisions and strategic choices. As consumers become so much more conscious about what they do with their money, we want to share these stories so they understand and appreciate our commitment to them, and to the planet we all share.”

Simon Lee, executive creative director at The Hallway, said that it’s easy to feel overwhelmed and helpless in the face of a daily onslaught of environmental doom and gloom stories. He adds that the good news is there are choices we can all make that have the potential to make a big difference, and one of those is where to put our money.

“It’s fantastic to be working with a bank that is genuinely walking the talk in many aspects of the vital move to a more sustainable world, and our campaign counters the prevailing heavy environmental narrative with a lighthearted telling of the ripple effect banking with Suncorp might have,” Lee said.

The launch film is made available through major consumer touchpoints namely TV, cinema, digital, social and outdoor.

Sydney, Australia – Independent advertising agency The Hallway has been appointed by vehicle manufacturer GWM in Australia as its agency of record.

GWM has a presence in over 60 countries and offers level design and equipment usually only found in performance and luxury vehicles for a fraction of the price.

As part of the remit, The Hallway will be managing GWM’s brand strategy, advertising, and digital, as well as social, and CRM.

Steve Maciver, GWM’s head of marketing and communications, said The Hallway’s depth of automotive experience shone through as did their practical knowledge of digital transformations. 

“GWM is a brand that seeks innovation as a means to improve the customer experience and The Hallway’s record in this space made them the right partner for our next phase of growth,” said Maciver.

Meanwhile, Jules Hall, The Hallway’s CEO, said, “We are incredibly excited to be partnering with GWM. It’s a unique opportunity to be joining forces with such an impressive organization at this stage of its growth curve.”

The appointment is effective from 1 January 2022 and covers GWM’s Australian and New Zealand businesses.

Just recently, The Hallway has announced the launch of its newest performance marketing division called The Hallway Performance Digital (THPD), focusing on creative content optimized for direct response digital channels.

Sydney, Australia – Independent advertising agency The Hallway has announced the launch of its newest performance marketing division called The Hallway Performance Digital (THPD). It will be focused on creative content optimized for direct response digital channels.

The new division will offer performance creative development, social content production, paid media strategy and buying as well as reporting frameworks.

THPD has developed a proprietary model that determines clients’ growth programs based on their level of investment. These programs are mapped out and tested models for ideal results, based on previous commercial success across customer bases. 

Speaking about the new division, Jules Hall, CEO at The Hallway, said that by launching the new division, they get to have the best of breed offerings, optimized to client’s unique context, as well as supported with the efficiency of a single back office infrastructure at the group level.

“The Hallway was an early mover in data-driven creative content. Having run major programs for the likes of ANZ, Google and Dexus we’ve built a really deep understanding of the best ways to create this type of work. It’s a rapid turnaround, highly automated creative process. This is very different to the strategically-led brand and advertising work we are creating,” Hall said.

To mark the new division, The Hallway has promoted Chris Murphy to the role of general manager of THPD, where he will manage the independent agency’s existing digital media clients as well as a soon to be announced payment platform and automotive brand.

Murphy has been with The Hallway for two years, holding senior leadership roles, managing and growing some of the agency’s largest clients.

“I am also delighted to be able to promote from within. Chris has consistently demonstrated strong leadership and is ideally placed to ensure THPD, and the clients we represent, will thrive,” Hall said about the new promotion.

Speaking about his promotion, Murphy said, “I’m delighted to have been entrusted to lead our team of digital-first thinkers. The proprietary and proven growth programs we have developed empower brands to see around corners and make more informed strategic marketing decisions. The outcome is high performance results, delivered with speed and efficiency.”

Sydney, Australia – Streamotion, the digital B2C streaming and technology firm, will be continuing its partnership with independent full-service agency, The Hallway, to develop the name and brand identity for Foxtel’s Group’s news streaming service, Flash.

Flash is a first-of-its-kind dedicated live news streaming service, featuring more than 20 local and global live news sources at launch, providing a convenient way for Australians to stay informed by bringing together a diverse range of local and global television news sources live and on-demand.

Through the extended partnership, The Hallway created the streaming service’s name and brand identity. It will also be managing the creative, media, channel planning, and brand identity development for BINGE, which launched in May last year and now has more than 730,000 paying subscribers.

Julian Ogrin, Streamotion’s CEO, stated that The Hallway has demonstrated its expertise in creating and growing consumer-facing technology brands. 

“We worked closely together on the launch of BINGE and are delighted to have teamed up with them again for Flash, the third streamlining service we have launched,” said Ogrin.

Meanwhile, Simon Lee, the partner and executive creative director at The Hallway, commented they are delighted that Ogrin and his team placed their trust in the agency to create the name and identity for the new service. 

“We are confident that together we’ve created another truly effective brand that will join BINGE in making a strong contribution to Foxtel Group’s bottom line,” said Lee.