Blog : Uncategorized

Give Sassy Trump A Try

Give Sassy Trump A Try

Do you find old Trumpy a little hard to stomach? You’re certainly not alone. We find ‘Sassy Trump’ a much more palatable version of the old guy. See what you think.

 

Something entirely new

Something entirely new

Extreme time exposures of movies, capturing their essence in a still.
Brilliant.
New ideas should be celebrated, don’t you think?
Alice in Wonderland
Deep Throat
Dr Stangelove
The Rocky Horror Picture Show
Texas Chainsaw Massacre
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.

Sans Stuart: behind the scenes with Art Director Stuart Penny and his love of Sherlock Homes

STUART

When did you join HBT?

Let’s say just after apple released the iPod but before The Strokes released Room On Fire (their second best album).

Which brands do you work on?

All of them but currently, Dulux, Innoxa’s Save Our Skin, & Beaurepaires to name a few.

What do you like most about your job?

Beyond the obvious creative stuff, the people and culture of this place. I love them all more than they will ever know (past and present).

What’s a great piece of creative advice you could share?

Exhaust all avenues of information before you put pen to paper.
To quote Sherlock Holmes, ‘Data! Data! Data!’ he cried impatiently. ‘I can’t make bricks without clay.’
Even then keep looking.

What do you do when you’re not at work?

Build castles, mentor a ballet eccentric and mop floors. All to the soundtrack of Captain Beefhearts ‘Zig Zag Wanderer’.

What public personality/celebrity have you been likened to and why?

That funny guy with a beard, you know ZacJackGalafaBlack. I have a beard.

If a reality program was made on your life, what would it be called?

Sans Stuart. I like to stay behind the camera.

View the video here

 

Digital Director, Luke Kelly takes five to talk about his role at HBT (and his unfortunate likeness to John McEnroe).

LUKEKELLY

When did you join HBT?

I joined HBT on the 10th November 2014

Which brands do you work on?

I don’t work on any particular account, however I’m in the process of introducing our newly formed digital services to all our clients.

What do you like most about your job?

The approach to digital is different at HBT. There are no preconceived ideals of what digital should be but more of what it could be. This makes my job enjoyable as we bend technology to work with our ideas.

What’s a great piece of creative branding advice you could share?

Digital is no different to conventional advertising. It should be used as a powerful tool to display your brand message and take the user through an experience that they will share and want to talk about.

What do you do when you’re not at work?

My family take up my entire weekend. However when I do get those rare spare moments I like to run, play tennis, fish and watch any sport on TV.

What public personality/celebrity have you been likened to and why?

John McEnroe, sad but true. In my tennis playing days I had a furious temper on court.

If a drink were to be named after you, what would it be called?

“TGI Monday” My weekend is always a write-off with family duties. The TGI Monday makes the weekend a blur.

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.

 

HBT – Senior Account Manager

Blog_Image

At HBT, we know that what makes us great is our people.

We’re a company of creative individuals who are passionate about the marriage of high quality creative work with genuinely insightful and useable strategy. We produce TV, print, digital, brand design and packaging that works in concert for an outstanding portfolio of big name brands, and we’re intensely proud of the hands-on role each of us plays in bringing them to life.

The person we’re looking for to join our team will be an exceptional relationship builder with a strong strategic point of view and a flair for outstanding creative work. They’ll adeptly maintain a brief from the client through to creative and production, with a meticulous attention to detail.

They’ll be self-motivated with the ability to work both autonomously and also in close collaboration with others – all the while drawing on excellent interpersonal communication skills. Their role will assume ability to astutely multi-task, build productive relationships and facilitate co-operation.

With a thorough understanding of agency process, the ideal person will have 5+ years experience working across print, digital, TV and radio production. And above all they will want to have fun, be adventurous and do great work.

Sound like you? Email Rachel

HBT Designer, Nathan Millard takes five to talk secret hobbies, Jean Claude Van Damme, and a quality ‘cup a joe’.

A001_C015_1118GB
When did you join HBT?
Two thousand and thirteen.

Which brands do you work on?
Biggin & Scott Land for the most part, but we tend to share work around which is nice; it keeps things fresh.

What do you like most about your job?
The quality office banter.

What is one thing you learned about yourself from working at HBT?
I have been overrating my coffee making skills all my life. I’m just below average…it was a sad realisation.

What do you do when you’re not at work?
I have many wholesome hobbies. I would like to share some of them with you but I just don’t think I know you well enough yet.

What public personality/celebrity have you been likened to and why?
Jean Claude Van Damme. My flexibility is only second to his.

If a reality program was made on your life, what would it be called?
So you think you can creep.