Blog : Design

20 Years in 20 Seconds

HBT celebrates 20 years in the biz this week!
What a ride its been! We couldn’t have done it without our amazing clients and exceptional team.
20 years in 20 seconds – Enjoy!
#2decades #adgameisstrong #HBT #Advertising
Quintessential Australian coastline… In the CBD.

Quintessential Australian coastline… In the CBD.

For the past five years, our client Dulux has been partnering with Surf Life Saving Australia.

The alignment has seen teams of painters and communities across Australia set out to paint every surf life saving club in the country with its long-lasting and weather resistant exterior paint, Dulux Weathershield.

Australia’s surf life saving clubs are exposed to some of the harshest weather conditions, from storms and saltwater to searing sunshine. Weathershield’s ability to withstand these elements is testament to the products’ toughness and durability. Not to mention Australia’s surf life saving clubs are highly deserving of a little TLC.

As part of the campaign, Dulux recently partnered with Apparition Media, to paint a 28.5m long mural at Melbourne Central in Melbourne’s CBD. HBT suggested the mural highlight the extreme weather both Australia’s surf life saving clubs, and Dulux’s Weathershield paint, face on a daily basis.

We think the results speak for themselves.

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Head to Melbourne Central before Sunday 6 March to see some quintessential Australian coastline, without having to leave the city.

New Dulux Accredited Painters!

New Dulux Accredited Painters!

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A great project from Dulux! Logo design, collateral, uniforms, web design, EDM
…and this charming 15” TVC (which, you’ll note, features the new logo throughout!)

The complete package.

Read More

Unique fingerprint inspires winning app design

Unique fingerprint inspires winning app design

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Did you know wood possesses qualities that are almost as unique as fingerprints? It was this insight that led HBT to create an app which received two awards in the Design 100 2015 App Design Awards, announced this week.

Australia’s most innovative woodcare brand, Intergrain, tasked HBT with creating an app that catered to both the design professional and the DIY ace, by taking the guesswork out of timber related projects.

To bring this to life, we collaborated with our digital team to create innovative Visualiser technology, which is a key factor to why the Intergrain Timber Finishes app is so different to anything else on the market.

The technology allows users to preview how a finish will appear on any timber surface – before even starting a project, completely revolutionising the whole selection process.Not dissimilar to choosing a paint colour, people have a finish and a look in mind before they start a project. But unlike paint, there are endless possibilities and variances involved in timber products, which determine what the final end result will look like.

The Intergrain Timber Finishes app takes all these factors into consideration to deliver an incredibly accurate visual – whether interior or exterior, clears, stains or oils – the user will feel confident that they’ll be able to achieve their desired look.

Read more about this award-winning app here.

A creative response to an urgent issue

A creative response to an urgent issue

Did you know Dementia is Australia’s biggest cause of death after heart disease? This is just one of the startling statistics that began our journey with Alzheimer’s Australia Vic.

Tasked with creating a compelling response to help Australians better understand the facts about dementia, raise awareness of the condition and ensure people understand it is a serious brain disease, we created a series of TVCs that visually represented the deterioration of the brain affected by the condition.

With over half of the population professing that dementia is something they “would rather not think about”, the challenge was to emotionally engage a largely passive and disengaged public.

In both TVCs, the audience is invited into the life of a woman living with dementia. This intimate insight is complemented with a visual analogy reflecting the degenerative nature of the condition, physical deterioration of the brain, and life threatening impact of the disease. Set against this visually confronting context, the key facts are delivered to the audience with maximum impact.

It was important to not shy away from illustrating the harsh realities faced by those who live with dementia – but rather, to focus on them. A visually impactful interpretation of the deteriorating brain was our breakthrough.

The TVCs will be released in the days to come. In the mean time, head on over to Campaign Brief, AdNews, B&T to read more about the campaign and view the videos.

The Dulux Business Overview makeover. When information imitates art.

CoverWith over forty household brands under the parent name, DuluxGroup improves its consumers living and working spaces ‘from the front gate to the back fence’. Representing colossal amounts of statistical information in their business overview was no easy task, but doing so in an interesting and engaging way was the real challenge at hand. Making statistics beautiful – that’s an accomplishment we’re proud of.

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Reap the rewards of an up-cycling journey with Feast Watson

Yesterday our client Feast Watson offered those with a keen eye for design the chance to bid for their favourite ‘designer reloved creation’ on eBay.
The Feast Watson Re-Love Project has followed the up-cycling or ‘re-love’ journey of Australian designers including Mark Tuckey. Using a range of Feast Watson woodcare products, these designers have transformed a worn piece of timber furniture into a stunning, unique statement piece.

The highest bidders on the close date (17 July 2015) will be the lucky recipients of a one-of-a-kind Re-loved piece of furniture. And to make the victory even sweeter, all funds raised from the eight auctions will be donated to The Salvos.

Visit feastwatson.com.au or @feast_watson to learn more about how you can get a live feed of the auctions. Happy bidding!

The Changing Face of our Industry

What was once a mixture of billboards and print ads, the advertising industry now offers a seemingly endless number of ways for brands to reach their target audiences due to the constantly evolving digital sphere.

In times gone by, advertising firms would target potential customers by placing ads with media that appealed to certain demographics. Now there are tools and data available that allow advertisers to target potential customers with laser focus, honing in on the specific interests of those they most want to reach.

These advanced capabilities are crucial as we no longer consume media in the same way we did even five years ago. Our consumption of media is no longer limited to people simply watching programs on free-to-air TV or reading the newspaper of a morning. Instead we constantly switch between mediums and at any one time can be found accessing multiple platforms for news, to socialise and to satisfy our entertainment needs.

The sheer quantity of media and advertising we are exposed to every hour means consumers have learnt to shut out anything that doesn’t appeal to their personal tastes. And in response to this, today’s digital capabilities mean that we can target audiences based on their personal taste and create ads for them accordingly.

The rapid developments in technology and media consumption that have emerged during the past decade have signaled both an opportunity and a threat to advertising agencies. These changes have forced those in the industry to make a choice: diversify your service offering and stay relevant, or maintain the status quo and risk becoming redundant.

In the 2014 financial year in Australia, digital advertising accounted for 34% of total ad spend, up from 30% the previous year. While this portion is significant and growing, there still remains a demand for traditional media. The agencies being sought after now are those that who can provide a full gamut of traditional and digital ad services. Clients are dedicating increasingly large portions of their budgets to digital advertising, making a sophisticated digital department in addition to a more traditional offering critical for agencies.

At HBT we’ve recently appointed a new head of digital Luke Kelly who oversees all aspects of digital strategy for our clients including web, mobile and marketing. Luke is a thought leader in the digital space and is often sought for comment on industry developments. By constantly investing in our digital department and its expertise, we find we can offer new and existing clients a far broader range of services, which they require in order to remain relevant and competitive.

The advertising landscape has undoubtedly changed and will continue to do so. Brands should therefore be wary of engaging agencies that are staid in their approach, as ultimately this out-dated thinking will mean they’re left behind.

 

What can marketers learn from Microsoft canning Internet Explorer?

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HBT’s Digital Director, Luke Kelly voices his opinion in B&T about what marketers should consider in the wake of Microsoft canning Internet Explorer. View the article here.

Luke Kelly is the digital director at HBT Agency and says Microsoft’s recent announcement of the death of Internet Explorer (IE) had some developers across the globe fist pumping with gratitude; however, it doesn’t let digital practitioners off the hook.

IE pioneered developments like Ajax and JavaScript that has made the Internet what it is today. As the web evolved, IE became one of the “top browsers to download other browsers”, and unfortunately some organisations were slower than others to pick up new technology. What this resulted in is a number of clients keen to embrace digital innovations and campaigns; however on implementation, would find themselves hamstrung by an out of date browser, unable to deliver the best possible user experience.

Clients are often limited by software capabilities, due to organisational requirements or updates, and as marketers, it’s up to us to work within these restrictions to deliver a compelling, creative response.

So, what can marketers learn from Microsoft canning the software?

Educate and update

Marketing practitioners need to understand clients aren’t always interested in the finer, executional details of any given campaign. As experts, we need to educate them as to the latest developments – and in what ways these will benefit their brand or campaign.

It’s important to remind ourselves not every client is interested in the finer details; answering the ‘will this work’, ‘what message will this deliver’ and ‘will we reach our objectives’ questions is a great place to start.

Get creative with technical limitations

There’s a saying creativity thrives under limitations and I think the same is true for technical limitations. Every client is working with the best possible software they can; and it’s up to digital practitioners to deliver a result that ticks all the boxes – not just ‘this is the best we could do given the circumstances’ response.

Build customisation into your budget

The announcement that Microsoft is dropping IE will mean that developers will potentially be cutting their coding time down and clients will be saving their dollars too. Integrating functions for IE creates a massive drain on your time and your budget. Often this can mean building a whole new set of rules just for IE functionality and your client will always face an increased quote as a result.

Be upfront with your client about exactly what customising to their requirements could cost. Agencies – involve your digital / UX team in the very early discussion. This creates transparency, trust and gives your client the best possible chance of success.

Finally, before you pop open a bottle to celebrate, Microsoft is working on a new browser – codename Project Spartan, due to replace the infamous explorer. If the project name is anything to go by, let’s hope we’ll get an agile browser from Microsoft.