Audioland: The Hallway on ‘building memory structures’ and how ‘anthemic music’ is key
The whole game of marketing is building memory structure, said Jules Hall, CEO and partner of The Hallway, and “anthemic music” is the perfect way to do that.
Providing an insider look at the ‘Boys Do Cry’ campaign at Mumbrella Audioland this morning, Hall spoke alongside Simon Lee, chief creative officer and partner of the agency.
Hall and Lee at Mumbrella Audioland 2023
“Our job is to get people to do something for a particular outcome we’re looking for, and oftentimes there’s a gap between when they see the communications and when we want them to make a certain behaviour,” said Hall during an audience Q&A.
“If you can link a piece of music to a brand, then there are all sorts of different devices for brands from licensing songs to using their own audio mnemonics.
“The more emotive that music, the more anthemic it is, the stronger those linkages can be.”
The campaign includes a choir of 30 men from diverse backgrounds, singing the reimagined version of The Cure’s single.
https://t.co/MoWVHjObRc @BoysDoCry2021
— ROBERT SMITH (@RobertSmith) November 23, 2021
Lee told the audience at Darling Habour in Sydney that the agency was given the green light to the lyrics by Robert Smith, the lead singer of The Cure, who also shared the campaign video later on Twitter.
“It was a career high right there,” Lee said.
‘Boys Do Cry’ was agency initiative started by The Hallway, created in partnership with the University of Melbourne’s Centre for Mental Health and mental fitness foundation Gotcha4Life and Heiress Films, as well as support from industry charity, UnLtd and media agency Initiative.
Hall admitted that a few brands were in conversation about getting involved with the initiative, however, due to budget and brand alignment concerns, none translated into actual partnerships.
“As much as we wanted, the money wouldn’t have been an authentic fit, because you’ve got to do something that’s true to the essence of that brand and what their purpose and positioning is.”
Nevertheless, Lee was heartened to see that the release of the campaign had been “incredibly powerful is in talent attraction”.
“Doing work like this and being a creative catalyst for a flourishing world is something that is hugely attractive right now, and it’s very much what the world needs,” he said.
“So we’re having lots of interesting conversations with lots of people who want to come on that journey.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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