Who Gives A Crap has appointed independent creative company Hopeful Monsters, following a competitive pitch.
Hopeful Monsters will work closely with Who Gives A Crap’s in-house creative team on brand campaigns, and run an ongoing retainer focused on driving cultural conversations around the brand.
Paul Connell, recently appointed general manager Australia at Who Gives A Crap, said: “The team at Hopeful Monsters has that dangerous mix of logic and magic. They instantly got our brand and impressed us with their cultural strategy and creative thinking. As we embark on this next chapter, focused on having an even bigger impact and making as many bums as heroic as possible, we’re excited to work with an agency that knows how to find those cultural tensions that help us cut through in real and ridiculous ways.”
“We talk about working with brands on a mission to grow or disrupt categories and few have a better story to tell than Who Gives A Crap. They’re a dream brand for us – a challenger that refuses to play by the rules and exists to solve a real problem in people’s lives. We’re already deep into some brilliant work together, and having a lot of fun along the way,” added Katie Barclay, CEO of Hopeful Monsters.
The pitch process was managed by Hustle, who’s founder Ed Womersley said: “Who Gives A Crap isn’t a brand that needs another traditional agency. They wanted a partner that could match their challenger mindset, think creatively and build genuine cultural relevance. We worked closely with their team to assess the market and find the right fit, and Hopeful Monsters stood out for their ability to bring earned, creativity and culture together. It’s exactly the kind of partnership we love helping to create at Hustle.”
After a string of new business wins, Hopeful Monsters is currently recruiting for a number of roles to work across its client portfolio that includes Converse (for whom the agency has been a global partner for the last ten years), NFL, Adobe, Resmed, Modibodi, Heaps Normal, Club Med and Wheelchair Rugby Australia.
