fire: HBF

Project: ‘Currently I Know What Love Is’

Company: Leo Burnett

the decision: The Quokkas make a welcome return


Roshni Hegerman, handling supervisor/ exec technique supervisor at Hero, states:

That does not like a fuzzy little nationwide symbol that sings? Certain, executedally there is a degree of cheese that makes you wince ever before so a little, yet in this situation, bring it on. I like just how this brand name hasn’t taken itself as well seriously as well as risks to damage the mold and mildew of completely dry, dull insurance policy interaction. They have actually leveraged the power of songs as a solid branding as well as involvement device, to develop a psychological link, boost brand name acknowledgment as well as communicate important material in an amusing method, making the brand name as well as messages sticky.

Admittingly, I am not an HBF participant, yet this project collection does get my interest as well as makes me believe, am I losing out? While this will not win a Cannes Lions, it will certainly puncture, capture interest as well as perhaps even win even more market share. As well as oh, following time I listen to “Currently I understand what love is …”, I’ll be considering Quokkas as well as HBF.

score: 10/10 for Brand Name Recognition as well as Consumer Purchase

Chris Scott, executive innovative supervisor at The General Shop, states:

The Quokkas have actually been an excellent, distinct possession for HBF, as well as there was clearly a great deal of success with their last go out in 2020, an immoral appropriation of an additional banger, Bonnie Tyler’s ‘Holding Out For a Hero’. So right here they are, spraying the huge dollars on an additional power ballad, as well as to be straightforward, if it ain’t damaged … This will certainly once more be a guaranteed hit with customers young as well as old, as well as congratulations to Leos as well as HBF for remaining to increase down on a project that presses its evidence factors with enjoyable, as opposed to merit.

The method does an actually great work in placing some daytime in between them as well as the affordable collection. I’m most likely never ever mosting likely to voluntarily pay attention to the initial once more after a number of months of this over turning, yet hey, I’ll take anything over an additional piece o’ life monetary solutions advertisement. Unique proclaim to Mighty Nice for a top quality work on anthropomorphizing the little pests once more.

score: 7/10

fire: HCF

Project: ‘Uncommon Treatment’

Company: Clemenger BBDO

the decision: Not distinct, dull

Hegerman states:

While purposefully the HCF “unusual treatment” system communicates the distinct side of being an HCF participant as well as has terrific possibility; executionally, I was let down. As an HCF participant myself, I felt this item of interaction patronized individuals, shed the story on what is “unusual” regarding the treatment they offer as well as made me 2nd assumption why I hold a plan with them to start with.

On top of that, the facts as well as understandings around individuals’ method to healthcare really felt out-of-date as well as antique. It prevails to wait to place your trousers on, yet unusual to make a consultation, seriously?

I believe the brand name is missing out on a technique on communicating just how they prioritize their participants requirements as well as treatment. They are as well concentrated on being brilliant, rather must simply stay with being clear.

score: 3/10 for brand name recognition, client purchase as well as retention

Scott states:

I had a hard time a little bit with this one … This seems like a brand name that’s beginning to servant to its very own endline, as well as the innovative outcomes right here simply really feel a little level. Tactically, ‘Uncommon Treatment’ is rather audio, if rather anticipated, yet certainly there’s some terrific innovative chance in giving birth to ‘Unusual’ on the planet of insurance policy?

Rather, we have actually obtained a really typical architectural formula in the movie that we have actually all seen a million times, as well as a manufacturing which really feels sporadic as well as dark, as well as not in a great way. The spreading as well as efficiency instructions retrieves it a little, yet on the whole, I’m not left really feeling any type of closer to the brand name after enjoying this.

score: 5/10

As informed to Anna Macdonald. If you’re an elderly innovative or planner that wishes to participate in a future Project Testimonial, please e-mail


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