Well now it seems that nice guys really can finish first! Hayden took the award for CLEO magazine’s Bachelor of the Year 2012 competition, knocking out 49 other contestants for the top spot (not a difficult thing to imagine!).

If women weren’t swooning before, they will after checking out the June issue of CLEO magazine where Hayden rocks his surfer charm in a few beach photos.

To see even more of Hayden, keep an eye out for his BoysTown TV commercials currently airing or go to the BoysTown website and check out the great cause that he supports. He really is such a nice guy!

Check our ad in the June issue of CLEO magazine!

CUBED loves anniversaries. Which is why we’re all given the day off to celebrate our two most important ones: our birthdays and the day we started at CUBED. For me, the latter anniversary fell last Thursday.

On our anniversary, we are given the day to go and seek new inspiration. Naturally, there are no rules to where we find our inspiration, we just must share our experiences with the team. So, here goes.

I’ve always been inspired by the city of Melbourne. The alleyways, the architecture, the culture and the coffee. In fact, I’m one of those infuriating idle folk that trip you up when crossing Flinders Street because I’ve stopped to Instagram St Pauls Cathedral. But at least I know it.

My day of inspiration started with a mid-morning train into Melbourne. To start off, I went to discover new alleyway café with a growing reputation for coffee art. After some brief banter with the barrister, I modelled while he created my portrait in crema.

I left Manchester Press feeling both offended and satisfied. Speaking of portraits, with the weather inspiring in itself, I was perfectly positioned to move on to another quintessentially Melbourne activity  – eating Japanese food outside the state library and reading some kind of Penguin classic. So with a tofu curry and Oscar Wilde’s A Picture of Dorian Gray, I spent a few good hours roosting. Given that Oscar Wilde is one of my all time favourite authors, it seems fitting that I spent my anniversary with someone I loved. Here’s a passage from the book that inspired me to keep creating good creative.

All art is at once surface and symbol. Those who go beneath the surface do so at their peril. Those who read the symbol do so at their peril. It is the spectator, and not life, that art really mirrors. Diversity of opinion about a work of art shows that the work is new, complex, and vital. When critics disagree, the artist is in accord with himself. We can forgive a man for making a useful thing as long as he does not admire it. The only excuse for making a useless thing is that one admires it intensely.

All art is quite useless.

In advertising, we attempt to mirror the spectator – to create concepts that are relevant to the target audience. A good campaign is ground breaking – and often controversial.

And in modern day advertising, we strive to create ‘useful’ ads that help our consumers in some way. And if we don’t, we at least try to make them look nice. Finally, while Wilde suggests all art is quite useless, this passage reminded me that advertising on the other hand, is here for a reason.

As it got too dark to read, with the addition of some glitter to my face, I went to experience Melbourne’s nightlife the way it should be done – stomping on a sticky floor to some of Melbourne’s best music.

One of my favourite local bands ‘Saskwatch’ are in the middle of an April residency at Cherry Bar. Responsible for some of the most danceable soul music I’ve ever heard, this band was the perfect end to my inspiration day. In fact, on Thursday night, my mind wasn’t even inspired, it was blown.

It’s true that many of my friends and I expel much energy making fun of latte-licking, Penguin-Classic-reading Melbourne hipsters. But it’s probably because I secretly wish I had the time to be one. Even for a day a year.

Thanks CUBED!

A few days ago, our lovely Founder, Kim, suggested an office lunch to celebrate Harmony Day. Since the purpose of Harmony Day is to celebrate what makes us different and unique, everyone was asked to bring an authentic dish from his or her home country. This seemed fitting as in recent months our office has become a beautiful array of backgrounds. In addition to Australians, CUBED is comprised of a South African, a Scot, an American, a Kiwi and a few Englishman.

By 1:00pm the office had piled into our boardroom carrying their respected dishes. Having skipped morning tea in anticipation, it didn’t take long before everyone was eagerly scooping a bit of every dish onto their plate. By the end of the meal, it was obvious we had come together and pulled off a very impressive Harmony Day lunch! Had the My Kitchen Rules judges dined with us I’m confident the group would have achieved an overall 9 (MKR the Office Addition perhaps?).

Happy and full I think we all would agree the lunch was a great success!

Check out what the chefs at CUBED dished up and what they said about its history:

Harmony Day at CUBED

South African:
SouthBiltong – Can’t watch rugby without a beer and biltong (similar to jerky only better!).
Koeksisters – Syrup-coated doughnut in a braided shape.

American:
Fruit Pizza – This traditional summer dessert is made up of a sugar cookie base, vanilla cream cheese icing and topped with a variety of fruits. Sure to impress and easy to make!

German:
Chicken Schnitzel Hähnchenschnitzel – While it’s origins may be Austrian or German, and may be pork or veal, the chicken schnitzel is popular the world over, including Australia. Mine was served with lemon to give it a slightly more authentic look! Can be eaten any time of the year, usually with a potato salad and stein of beer!

Greek:
Mezze Platter – Growing up my grandmother’s house was filled with food and plenty of love. Her favourite saying (in broken English) was, “Eat Eat”…and then when we did she would say…”Ooohhh you get fat!”

English:
Mushroom and Chicken Pie – While I must admit this may not have been homemade, but it is an obvious traditional dish and was much enjoyed nonetheless!

Kiwi:
Pineapple lumps – chocolate coted, pineapple flavored lollie.
Kiwi Berries – tastes just like kiwi fruit but in an easy one-bite berry form! Delicious!
Anzac biscuits – I think these go with out explanation.

Australian:
(Not all “traditional” dishes but were still absolutely beautiful!)
Jelly Bites – Homemade and a very sweet treat.
Lentil Burgers – This vegetarian dish was absolutely delicious!
Mushrooms Stuffed with Herbed Quinoa and Feta– My dish wasn’t exactly ‘home country’ based, but wore ‘what’s-vegetarian-and-easy-to-cook-and-yummy’. It is eaten when one feels like mushrooms… And is significant because no animals were harmed in the making of it!
Party Pies – A classic Aussie fare, typically eaten at football club pie nights and large family gatherings, with plenty of tomato sauce. The perfect food for eating one-handed, leaving the other for a beer!
A variety of healthy salads – these ingredients included feta, balsamic dressing, capsicum, olives, noodles and carrots.

Finally, to round out our Harmony Day Lunch was not food but rather some liquid refreshment supplied by a CUBED Creative.
My choice was an Australian barbeque classic from years gone by… a cask of Coolabah Soft Fruity White. When I was a child, my mum and dad never attended a BBQ without a cask of Coolabah on board. Sometimes, to be truthful, it may have been a Lindermans or Ben Ean.
Of course, the name Coolabah has an Australian connection, being a variety of gum tree. Banjo Paterson made the Coolabah tree famous in Waltzing Matilda.

And there you have it.

Happy Harmony Day and keep an eye out for CUBED in the next season of My Kitchen Rules!

A brand extension is typically when a well-known brand within one category is introduced to another category that the brand is not known. For example, when the Virgin brand launched Virgin into the vodka market. So how far can a brand be extended?
Virgin is possibly the best example of where a brand has been stretched beyond any expectations – from Virgin Megastore to Airlines, to Coke, to trains, to vodka, to money, to insurance – and so it goes on and on. But not all have been huge successes.

The CUBED brand is synonymous with delivering improved results through relevant marketing communications. But can we get into the cupcake business? Here’s our first sample. Whatdya reckon?

I was at Channel 10 studios in the heart of Chapel Street to watch the filming of morning show ‘The Circle’. I was there representing BoysTown while Hayden cooked a passion fruit & meringue dessert and talked about the great work he’s being doing for BoysTown.

I was fortunate enough to hang in the green room to watch the show (it was actually a magnolia colour, but that’s what they call it). This is where all the guests relax and watch the show before they go on set. In all honesty, I didn’t really know who the celebrities in the green room were, and I could see them looking at me trying to work out who I was and whether I was famous. For the record, I’m not, but I did once get 37 hits on YouTube of me singing ‘Beat it’ by Michael Jackson. The video has since been deleted.

However, I did feel famous when one of the make-up artists started powdering my forehead and telling me I was a bit shiny for TV. It was a little awkward when I informed her that I was, in fact, just a Hayden Quinn groupie and wasn’t going on set.

Anyway, Hayden did a fantastic job at cooking up a storm and genuinely talking up BoysTown and the amazing work they do. It really is great to have someone like Hayden on board who shares the same passion for helping people as BoysTown.

If you haven’t seen the lottery 414 TV ads with Hayden, watch out for them.

Thanks for reading!
Hayden Quinn – The Circle

Melbourne turned the weather on for Hayden, but unfortunately we were stuck inside the whole time because schedules were so tight. We recorded a years worth of TV, radio and still shoots in two short days!

Hayden was an absolute superstar! No wonder he’s such a popular up and coming personality! Enthusiastic, friendly, fun, and by the end of the two days, a complete pro in front of camera!

Our friends at Compulsive Films were brilliant to work with and we reckon we got everything we needed ‘in the can’, in what could have been a logistical nightmare if not for the behind the scenes efforts from everyone responsible.

Big thanks to Matt Hooper and Tim Smith and their crew for making the days go as smoothly as possible.

Garth Oriander was also on hand for a half day stills shoot after the TV crew had cleared out and did a great job for us.

The team at CUBED were brilliant once again as well, with everyone pitching in to make the campaign as good as we envisaged. From Mal doing an awesome job with the art direction, to Jodi for the seamless production, Tracey who account managed the entire job with the help of Pete – who also doubled as wardrobe assistant due to his splendid sartorial credential and personal philosophy ‘dress sharp, think sharp’.

Throughout everything, BoysTown have been great to deal with as well. They have really embraced the new concept and are excited to have Hayden on board.

The ad has since been made – in readiness for the BoysTown Lottery 414, which gives everyone the chance to win their choice of a Melbourne, or Gold Coast home.

We’re excited to see how people relate to Haydenand our new ads which include the tagline “WHERE HELPING CHANGE LIVES COULD CHANGE YOURS TOO”

Look out for the ad now!

In the face of such underwhelming responses, keeping passionate and engaged must really hard work. This is where CUBED was asked to lend a hand.

Save the Children enlisted CUBED to redesign the welcome pack given to their face-to-face fundraisers during training. The more engaging this training, the more strongly they’ll feel about Save the Children.

But, how do we present this training information in a way that will be relevant to the fundraisers?

Save the Children’s fundraisers are typically university students and backpackers who see fundraising as a fun and flexible job while they study or travel. So, we needed to communicate with them in their language. And there is not a language that speaks louder to this demographic than music.

These fundraisers are free-spirited festival-goers, passionate performers and mega music lovers, and to Save the Children, they are rockstar royalty.

So with this campaign, we invite them to join Save the Children’s Global Tour 2012.

Armed with backstage passes, a tour t-shirt, a tour diary and tour guides full of important info, polaroid-style snaps and stickers, our VIP fundraisers are now ready to hit the streets.

Check out these packs. We think they rock.

These three fine additions are making CUBED a very exciting place to be.

Important introductions.

First up, Tim Cooper. Our new Finished Artist enjoys t-shirts with pockets in them, and has previously been working at Strike bowling as Junior Graphic Designer. After graduating from the Gordon in Geelong, Tim has also spent time working at Ghanda Clothing doing t-shirt design (probably explains the pocket thing).  What do we think about our new recruit? Command S.

Next we have Jacob Hewitt, our new Senior Account Manager. On Wednesday, Jacob stepped off a plane and onto our doorstep with a suitcase full of jetlag and suit experience. After accumulating a wealth of client-side experience working for numerous banking clients, Jacob then spent the next two years freelancing in agencies across London, working on clients such as The Times, Sky BSB, LovefIlm, Lloyds TSB and The Royal Bank of Scotland. Jacob had a relatively normal childhood and enjoys tweed jackets with elbow patches.

CUBED’s global recruits don’t stop there. Next off the plane, sorry, rank, is Tracey Soutar. Having built her experience across most of the world’s continents, Tracey’s resume no doubt looks more like an itinerary! Hailing originally from Scotland, Tracey co-founded and ran a through the line agency in Durban, South Africa, before moving to Papua New Guinea, back to Cairns, and then settling in at CUBED where we’re thrilled to have her. Tracey’s diverse experience encompasses FMCG, fashion, retail, education and charity accounts.

We can’t wait to see what 2012 will bring for the new recruits of CUBED’s rapidly expanding army.

Dear festival organisers,

Thanks for many fabulous frolics, jaunty jigs, mad-as moshes, and sultry siestas. You’ve been integral to many memorable summers.

So now, I think, as an old(ish) friend, I can tell you the following: Dude, you’ve changed. Sold out to the man a few hundred thousand young people wearing Ray Bans, and home made denim cut offs.

What’s worse is I’m not actually a disgruntled old rocker in a dirty t-shirt, rather my sentiments are shared by a majority of festival lovers.

After attending Harvest Festival on the weekend and reading the subsequent negative press, I was compelled to do some research: why are your music festivals performing so poorly?

Let’s rewind.  Remember lining up all night outside the record store to get your hands on the ticket you simply had to have? Or giving yourself RSI from excessive refreshing in the tense few moments before online sales?

We did this because good gigs sell out. But now, it looks like sell-out shows are becoming nothing more than greatest hits.

Many of your festivals this year failed to sell out, despite big-budget lineups. Last weekend’s Harvest Festival only sold its final tickets days before the festival, which is quite remarkable considering its lineup and the level of promotion around the festival circuit’s new baby.

Australia’s biggest festival, Splendour in the Grass, did not sell out this year, which is truly extraordinary considering last year’s festival sold out in just minutes. Even the Big Day Out followed a similar story.

So let’s look at a few trends in the ultra-hip music festival market.

Firstly, new festivals have been popping up like weeds. The last few years have made room for events such as Parklife, Stereosonic, Future music, Groovin’ the moo, Harvest festival and Summerdayze to name a few. And seeing as the Australian Bureau of statistics identified the majority of festival goers as students, getting to all of these $100 plus festivals would put a big hole in the pockets of their already ripped jeans.

With competition in the market this tight, each of your events is forced to put their lineup forward for best in show, where big acts mean big dollars. Of course, the costs of flying in these rockstars and their inflated egos really makes for inflated ticket prices. Let the lineup of this year’s Splendour in the grass be an example – Kanye West and Coldplay on the bill pushed tickets to $523.60! In light of this, declining ticket sales aren’t really surprise – very few students would have this kind of pocket money.

Adding insult to injury, to accommodate these skyrocketing costs, you bring in a convoy of sponsors when the competition doesn’t let you inflate prices any further. And there’s nothing like a great big corporate sponsor to cramp the style of young people bent on sticking it to the man.

Ok so sponsors may be a necessary evil, but it remains to be seen how organisers will balance their bank accounts without letting their festivals lose their charm.

According to ticketing company Moshtix’s State of Festival Market report, 46% of consumers stated their overall festival experience had worsened. Popular opinion amongst those who attended Harvest festival says that prices and queues for food, drinks and toilets tainted their experience.

Festival organisers, it seems you’ve got a lot to answer for. What used to be a celebration of youth, freedom and music, is now an overcrowded, overpriced, over-commercialized occasion, and frankly, we’re over it.

Luckily, not every festival has “sold out”, and as a result failed to actually sell out: longstanding sellout festivals, Meredith and Golden Plains, managed to sell out in a few hours again this year. With low prices, a lineup that caters specifically to a niche audience, no sponsors, reasonably priced food and plenty of toilets, it’s clear that festivals the old fashioned way, never go out of style.

So festival organisers, school’s out and no doubt this summer will have you hot under the collar as to how these students will spend their fickle dollar.

Sincerely,

Hannah