Holey Moley's 'A fun way to test friendships' via Dentsu Creative

27 November 2023

Creative Agency: Dentsu Creative
Media Agency: Carat

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"An ode to the frivolity, and occasional friction, that happens at Holey Moley."

Holey Moley Golf Club, part of Funlab, has launched  '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 while it may seem like harmless fun, a game of mini golf and the inherent bragging and banter that follow, can ultimately put friendships to the test.

Oonagh Flanagan, ‘The CMO of Fun’ at Funlab, said this campaign is about writing the next chapter for the brand, leveraging the updates Funlab has made to the experience, including new venues and new menus.

"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," said Flanagan.

Graham Alvarez-Jarratt, strategy partner at Dentsu Creative, 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," he said.

"This is one of those moments where the briefing became the content.”

The 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.

Flanagan said the company's relationship with Merkle has helped support important results for the 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.



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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