HBF launches new campaign by The Works as pitch process continues

HBF has launched a new piece of work by creative agency The Works which celebrated the end of the financial year.

The Works created the campaign after being selected for a project which is separate from the wider creative pitch currently underway. Mumbrella understands The Works is also involved in the wider pitch.


In the new ad, brand ambassador and Paralympian Brant Garvey tells the story of when his abductor muscle in his only functioning leg stopped working at the Paralympics last year.

The ad shows clips of him swimming, cycling and running in the lead up to the Paralympics before the para-triathlete reveals what happened to him in Rio.

While he talks about his disappointment, he looks towards the next Paralympics in Tokyo, saying: “Even though the race had finished, it wasn’t over.”

The latest piece of works aim to remind HBF and prospective customers that despite it being almost half way through the year, its what you do next for your health that matters.

“We feel its a strong retail campaign with some really nice emotional elements that utilises their brand ambassador Brant Garvey, and tells the story of his journey to the next Olympics,” said Damian Pincus, founder and creative partner of The Works.

“It’s been a really great experience working with the client and we think we’ve ended up with a strong piece of work.”

A spokesperson from HBF said: “Creative agency, The Works have been engaged on a single project basis only by HBF for the campaign “Half Time” that is now on air, and that features WA Paralympian Brant Garvey.

“A decision on the appointment of a lead agency for HBF has not yet been made.”

Mumbrella understands the process of appointing a new agency may have been delayed by recent arrival of new managing director and CEO, John Van der Wielen.


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