The Work 2024 Contenders: HBK

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is HBK’s Top 3…

LifeStyles: Let’s Talk Consent
HBK
HBK initiated and developed a partnership between LifeStyles – already a leading provider of sex education resources in schools – and sexual consent organisation Teach Us Consent. What followed was an integrated digital, social and outdoor campaign, comprising shot-from-the-hip video content, outdoor rock posters and innovative influencer-created content as conceived by HBK. The ‘Let’s Talk Consent’ narrative was informed by the genuine and authentic responses received from the Gen Z target to the project’s highly engaging kick-off questionnaire and shared across various social media platforms. HBK’s first goal was for LifeStyles to become the first brand globally to feature consent messaging on its condom packaging. With that box successfully ticked, the next logical step was to invite LifeStyles customers to share their knowledge, questions and experiences around consent, to drive greater understanding around what consent is and isn’t, cue the conversation cards that were sent out to influencers to start talking consent.

STIHL: Chill with STIHL
HBK
STIHL Australia, the #1 quality garden power tool brand invited customers to ‘Chill With STIHL’ with an exciting ‘STIHL Esky Giveaway’ promotion across their 600 plus national Dealer network. A lively and upbeat multi-channel campaign including TV, digital, radio and outdoor. ‘Chill with STIHL’ was a compelling platform developed to drive professional customers towards the STIHL Dealer network.

STIHL: INDIVIDUSTIHL
HBK
Every year, HBK put forward an engaging and inventive April Fools gag for STIHL, their dealer network and highly engaged brand loyalists. 2024 was no exception with the launch of INDIVIDUSTIHL. Social videos promoted an exciting new feature, exclusive to STIHL customers enabling them to customise 60+ of the most popular garden power tools. The video linked to the campaign landing page revealing the gag.

The deadline for Campaign Brief’s The Work 2024 has now closed. If your company entered The Work and would like to showcase your work in our Contenders series please email ricki@campaignbrief.com.