Effies
Australia
HBF Takes on the Industry with Mullets, Quokkas and Bonnie Tyler
Agency
Leo Burnett Australia
Client
HBF
Awards
Bronze
Financial Services
Summary
When you’re an unknown entering a crowded, complex, shrinking and distrusted category, you’ve gotta work hard. HBF did more than just that when it entered the East Coast -- against the odds, it won the hearts of younger Australians with a bold and provocative challenge to the ‘for-profits’. In seven challenging months, HBF took on the big boys, their big spends and their conservative ‘caring’ narratives. The quokkas, with their sass and straight-talking charm would not only earn HBF formidable commercial success, but would demonstrate that doing right thing, even when no-one else does, will always triumph in the end.
Case study
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Credits
| Melinda Geertz | CEO | |
| Jason Williams | Chief Creative Officer | |
| Ilona Janashvili | Author/Head of Strategy | |
| Michelle Walsh | Creative Director | |
| Jim Walsh | Creative Director | |
| Rosie Stone | Senior Copywriter | |
| Lucy Logan | Art Director | |
| Kate Silver | Author/Chief Client Partner | |
| Amanda Nicoll | Group Account Director | |
| Marlo Wilson | Account Manager | |
| Darren Price | ECD and Founder | Mighty Nice |
| Tina Braham | Head of Production | Mighty Nice |
| Lisa Walton | Director GTM | PwC |
| Charmaine Green | Manager Media and Advertising | PwC |
| Adam Shar | Adtech Lead | PwC |
| Kiet Truong | Senior Manager | PwC |
| Gemma Lasenby | Group Business Director | OMD |
| Leonie Howlin | Account Director | OMD |
| Selina Torrance | Executive General Manager, Member Experience | HBF |
| Louise Ardagh | Head of Marketing and Engagement | HBF |
| Nicole Cikarela | Senior Manager, Member Experience Strategy and Planning | HBF |
| David Greig | General Manager | HBF East |
| Maham Mahmood | Brand Lead | HBF East |
| Jessica Albanese | Acquisition Lead – Victoria | HBF East |
| Sam Coughlan | Acquisition Specialist | HBF East |