Time Flies... When You're a Hopeful Monster.
Welcome to the Hopeful Monsters Institute. A curation of the inspirational, entertaining and bizarre that will bend your noggin in a different direction. Hand-selected by Hopeful Monsters. For Hopeful Monsters in the wild.
Hopeful Monsters is two! That’s toddler age. So yeah, we’re walking, talking, and causing a bit of chaos (in the best way). In just a couple of years, we’ve gone from the new kid on the block to a creative agency that actually belongs in the room. And honestly? We’re just getting started.
Our CEO, Katie Barclay , reflects on a massive two years.
From Tony the Tiger’s booming “They’re Grrrreat!” to the Michelin Man’s jolly, tire-stacked grin, mascots have been shaping brand identities for over a century. They’re more than just quirky characters slapped onto packaging - they’re storytellers, emotional connectors, and, in many cases, cultural icons.
Hopeful Monster, Blair Ellis , takes a look.
The hype around Samyang and its Buldak Ramen is spicy. In fact, it was recently named the top brand in the U.S. among Gen Alpha. No small feat for a noodle brand going up against the big guns. So how has this cult favourite managed to out-sizzle the competition and become the go-to snack for the baby-faced generation?
Imagine an artist mixing paint to create a masterpiece that stirs emotion. Now, picture a data scientist fine-tuning an algorithm, adjusting variables to predict human behaviour. One crafts with brushes, the other with code, yet both are driven by the same goal: understanding and influencing perception.
Soap operas started as ad-driven entertainment. Now, China’s 60-second mini-dramas are taking that concept to a new level. With revenues surpassing the country’s box office, short-form storytelling is booming. But can this habit-forming format break through globally? And what effect will it have on our platforms and ads?
We’ve all thought about it. Some of us have even said it. But let’s be honest: most of us won’t actually do it. Especially in advertising, where being online feels non-negotiable. But as ‘going offline’ becomes a trend, how do brands reach consumers who are ditching digital? It seems that the very platforms brands use to reach people are, in fact, driving people away.
We regret to inform you that our previously popular “Free Ideas” has now been discontinued.