Holey Moley Launches A Fun Way To Test Friendships Via Dentsu Creative

Holey Moley Golf Club, part of Funlab, has launched its new “A fun way to test friendships” campaign via Dentsu Creative, showcasing the bragging rights that await at Holey Moley and how there are lots of ways to test a relationship, with some being more fun than others.

The three short videos, to run across digital OOH, online and social, show that whilst it may seem like harmless fun, a game of mini golf and the inherent bragging and banter that follow, can ultimately put your friendships to the test (but hey, at least you’ll have fun).

“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. 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,” said Oonagh Flanagan, ‘The CMO of Fun’ at Funlab.

“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”.

“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,” said Graham Alvarez-Jarratt, strategy partner at Dentsu Creative.

The new campaign, directed by Matt Kamen, has launched across digital OOH, online, and social. It comes after Funlab extended its relationship with dentsu, appointing Dentsu Creative to its creative roster, and naming Carat as media partner, after a fruitful partnership with Merkle, dentsu’s CXM business.

“Our relationship with Merkle has helped support important results for our business. Merkle has been a key part of our digital transformation program and we are pleased to extend our relationship into the broader dentsu family,” said Flanagan.

“The trust and deep understanding we have built with Merkle over the past four years created the perfect opportunity to explore how else we could work with Merkle and the broader dentsu group”.

Merkle has also extended its relationship with Funlab, with its B2B offering tapped to help the fun provider connect with corporates and make Funlab the number one destination for corporate functions from team building activities through to Christmas parties.

Extending the Funlab relationship into Carat and Dentsu Creative delivers an integrated end-to-end solution for Funlab, bringing the power of CXM, media and creativity closer together to deliver never before results for Funlab.

Credits:
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 prod. Co: Sam I Am
Media Agency: Carat
• Strategy Lead David Dalgarno
• Client Partner Nisha Rajamani
• Client Director Michael Myers-Snyders

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