Holey Moley launches cheeky campaign via Dentsu Creative

Everyone wants bragging rights, right? Funlab’s Holey Moley Golf Club is giving Aussies a ‘fun way to test friendships’ with a new campaign from Dentsu Creative.

The campaign features three short videos that showcase how a ‘harmless’ game of mini golf can end up putting relationships to the test with the inherent bragging rights and banter that follows.

“Holey Moley has been a huge success story for Funlab. This campaign is about writing the next chapter for the brand, leveraging the updates we’ve made to the experience, including new venues and new menus,” said Oonagh Flanagan, CMO of Funlab.

“We love how the Dentsu Creative team has been able to develop an idea that is as fun as the experience of Holey Moley itself.

“The campaign is designed to demonstrate the fun people can have when connecting in physical environments, reminding people to switch off phones and connect in the real world and encouraging those with memories of Holey Moley, and the embarrassment of their over-competitive friends, to come back and see who will reign supreme in a new round of putting friendships to the test.”

Dentsu Creative’s strategy partner, Graham Alvarez-Jarratt, said: “A fun way to test friendships is an ode to the frivolity, and occasional friction, that happens at Holey Moley. It’s also, as we discovered, a way to test friendships at creative agencies.

“When the Dentsu Creative team went to Holey Moley for a round of golf, a certain creative (I won’t say who), started carrying on after an admittedly impressive display. This is one of those moments where the briefing became the content.”

The new work comes after Funlab extended its relationship with the holding company, appointing Dentsu Creative to its creative roster and naming Carat as its media partner. Funlab has also continued its partnership Dentsu’s CXM business Merkle.

Late last year, the brand worked with Futurebrand Australia for its company refresh.

Flanagan said at the time: “We needed a masterbrand strategy, identity and experience that not only celebrates our infectious philosophy of fun, but also puts our people at the centre of everything we do and establishes the platform for our significant expansion plans…Our new Funlab masterbrand does this, connecting our family of experience brands, as well as enabling their individual power and expression, to enable cross-selling between multiple brands and opening up the many different worlds of fun to our guests.”

The campaign is live across digital OOH, online and social.

Other assets:

Holey Moley – Colleagues

Holey Moley – First Date


Client: Funlab, Holey Moley Golf Club
Chief marketing officer: Oonagh Flanagan
Studio manager – creative direction: Carlos Patino
Head of brand & campaign: Alicia Blayney
Campaign manager: Matt Pare

Creative agency: Dentsu Creative
Chief creative officers: Mande Van Der Merwe & Avish Gordhan
Creative director: Tom Denton
Copywriters: Monique Horsley & Eliza Smith
Art directors: Lilly Wollmering & Heidi Rabbitts
Strategy partner: Graham Alvarez-Jarratt
Producer: Tom Pearce
Account director: Josh Pelz
Senior motion designer: Emanuele Franco
Senior finished artist: Gerald Fox
Retouching: Ross Goddard

Production company: The Producers
Director: Matt Kamen
Executive producer: Noelle Jones
Producer: Afrim Memed
Cinematographer: Sean Ryan
Casting: Citizen Jane
Post-production audio: Rumble

Photographer: Benito Martin
Photography production company: Sam I Am

Media agency: Carat
Strategy lead: David Dalgarno
Client partner: Nisha Rajamani
Client director: Michael Myers-Snyders


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