Hills Home Living relaunches Hills brand via newly appointed agency Innocean Australia
CB Exclusive: Hills Home Living, makers of the iconic Hills Hoist, has relaunched the Hills brand with work from its recently appointed agency, Innocean Australia, following a competitive pitch earlier this year.
Says Dave Shirlaw, Innocean’s Creative Group Head: “During creative development, we observed a quirky link between the Hill’s brand name and Australian suburbia, in that half the suburbs found in Australia seem to be called ‘Hills’. We knew this would be a great way to reconnect the brand, sell the range and let people know that Hills is as relevant today as it ever has been, no matter where you live in Australia. This led us to a very simple construct that could be geo-targeted.
“For example, in Sydney, it becomes ‘From Surry Hills to Baulkham Hills, there’s a Hills for every home’. In Brisbane, ‘From Bowen Hills to Blue Hills, there’s a Hills for every home’.”
Says Chris O’Sullivan, General Manager of Hills Home Living: “Our brief was to create a long-term positioning for Hills in light of the new range of products that go well beyond the iconic Hills Hoist.
“Hills has been in Australian backyards for over 70 years but with recent trends towards smaller size dwellings, we developed products to suit. Most recently, we have added a range of watering products to match our laundry and clothes drying products.”
Adds Hill’s Marketing Manager, Ben Elvy: “We needed to find a new and branded way of
taking our entire range message to market. During the pitch, Innocean presented a new brand line ‘There’s a Hills for every home’ which felt spot on. It plays to our emotional connection with Australians and their homes and reflects the ubiquity the brand has enjoyed over the years.”
Innocean Australia’s remit is across all channels and the campaign has launched nationally across print, digital, radio as well as the Hills sponsorship of the Carlton Football Club.
Agency: Innocean Australia
Executive Creative Director: Dave King
Creative Group Head: Dave Shirlaw
Senior Art Director: Mike Lind
Head of Planning: Scott Davis
Agency Producer: Tania Templeton
Head of Digital: Trevor Crossman
Digital Design: Frank Eelman
Digital Producer: Alyson Andrews
Senior Business Director: Caroline Larkin
Senior Business Manager: Nalisha Dahya
Head of Events and Sponsorship: Ben Greenslade
Senior Events and Sponsorship Manager: Antony Butler
Client: Hills Home Living
Chris O’Sullivan, GM
Ben Elvy, Marketing Manager
12 Comments
to have to watch work this bad. They should have stayed at Banjo – may have at least gotten an idea.
kickin it!
I wanted to like it and expected to se the new products, but it was so Carlton/AFL focussed I thought they’d recruited one of the Hills!
Maybe there are more executions coming…
I didn’t survive Nam to watch this shit!
12 people to produce 15 seconds of embarrassment.
After seeing that it might be time for another relaunch
Half the suburbs seem to be called hills?
Hmmmm, not sure where that stat comes from.
Perhaps it popped up in a tooltip within iMovie, where this filmic wonder was quite clearly created.
Why would you do a press release for this?
This client should head for the hills
Wasn’t I once in a shitty tv spot where a soccer ball got kicked from one end of Australia to the next? I Almost forgot about it. Thanks!
Come back Crampo!!!
Stinker