Holey Moley Golf Club, a subsidiary of Funlab, has unveiled a new campaign, 'A fun way to test friendships', in collaboration with Dentsu Creative.

The campaign, which comprises three short videos, will be disseminated across digital OOH, online, and social platforms. It's designed to highlight the enjoyable and competitive aspects of mini golf at Holey Moley.

Oonagh Flanagan, self-styled 'The CMO of Fun' at Funlab, stated, “Holey Moley has been a huge success story for Funlab. This campaign is about writing the next chapter for the brand, leveraging the updates we’ve made to the experience, including new venues and new menus. We love how the Dentsu Creative team has been able to develop an idea that is as fun as the experience of Holey Moley itself.”

Graham Alvarez-Jarratt, Strategy Partner at Dentsu Creative, added, “'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. This is one of those moments where the briefing became the content.”

The campaign's launch follows Funlab's decision to extend its relationship with Dentsu, adding Dentsu Creative to its creative roster and appointing Carat as its media partner. This move comes after a successful partnership with Merkle, Dentsu’s CXM business. Merkle has also extended its relationship with Funlab, with its B2B offering tapped to help Funlab connect with corporates and position Funlab as the top destination for corporate functions.

The campaign was directed by Matt Kamen and produced by The Producers. Dentsu Creative is Dentsu International's sole global creative network. Dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists and partners with 95 of the top 100 global advertisers.