{"id":930,"date":"2021-06-06T13:45:29","date_gmt":"2021-06-06T17:45:29","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/06\/06\/the-creative-lens-with-dan-monheit-founder-hardhat\/"},"modified":"2021-06-06T13:45:29","modified_gmt":"2021-06-06T17:45:29","slug":"the-creative-lens-with-dan-monheit-founder-hardhat","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-dan-monheit-founder-hardhat\/930\/","title":{"rendered":"The Creative Lens with Dan Monheit, Founder, Hardhat"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n\n\n\n\n\n\n\n<figure class=\"wp-block-image alignright size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/06\/300monheit-1.jpg\" alt=\"\" class=\"wp-image-932\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/300monheit-1.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/300monheit-1-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">\u201cSo instead we stay really focused on what stays the same. And that is one of the core drivers behind the way humans make decisions,\u201d he says.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This behavioural focus is one of the ways Monheit and the team at Hardhat see the world through their own, very unique, creative lens.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWhen it comes to the creative we execute, we focus on one of the core tenets of behavioural science. This states that we are nowhere near the objective, rational decision makers that we like to think we are. And the vast majority of our decisions are based on emotion, context and biases.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Hardhat, which has hubs in both Sydney and Melbourne, builds brand creativity around human behaviour. And for Monheit, this is key to reaching and connecting with audiences in a very fast-paced digital world.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe have reached peak content. There&#8217;s more content, or probably just more ads made every day than any of us would be able to consume in our entire lifetime. So it is worth thinking about how to engage your audience through a behavioural lens,\u201d he says.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Which is precisely what Hardhat does. One example comes via matching creative executions to specific human behaviours.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">\u201cAn interesting concept from the world of behavioural science is that within each of us, there\u2019s an experiencing self (the \u2018us\u2019 who goes on holiday, attends a conference or fills out an online form) and a remembering self (the \u2018us\u2019 who remembers some small slice of these experiences into the future),\u201d Monheit explains.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Depending on which self you\u2019re designing for, creativity has a distinctly different role to play, he adds.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOur digital and CX work, for example, is usually designed for the \u2018experiencing self\u2019, where we use creativity to reduce friction (to become \u2018forgettably good\u2019), to drive efficiency and to build more personalised experiences.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOur brand and comms work is usually approached with the \u2018remembering self\u2019 in mind, so we use creativity to add friction (to create memorable moments), to drive effectiveness and build shared collective experiences,\u201d Monheit says.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Ads that really stick on our neural pathways are also vital, Monheit believes. \u201cWe should no longer just be thinking about creating great experiences for customers. We should be creating great memories. We think we want to go through life and have wonderful experiences. Actually, what we want is to go through our lives and have wonderful memories,\u201d he says.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This focus on creating lasting memories for a brand is a key driver in how Hardhat approaches its work.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cA fundamental tenet of all good advertising is ads cutting through. So they are usually emotional, and they are often challenging. They make us feel something. And through that comes a connection between brand and individual,\u201d according to Monheit.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One concept that adheres to this notion is the exposure effect, where mere consistent exposure over a longer period of time can create a stronger link between the customer and the brand.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt has been proven with very robust academic research that repeated exposure of stimulus makes a brand more familiar, and that familiarity makes it more favourable to each individual person, often subconsciously,\u201d Monheit explains.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Another piece of behaviourally driven creative Hardhat\u2019s founder points to is the agency\u2019s recent work for share trading disruptor Superhero.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe goal here was reframing &#8211; a behavioural science concept whereby the same thing is perceived differently based on the context within which it is viewed. What we needed to reframe was the next generation\u2019s perceptions of what it meant to be a share trader.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWith little more than bold white text on a \u2018Superhero blue\u2019 phone background, we confidently declared that we were \u2018giving trading a kick up the ASX\u2019 (Australian Securities Exchange).<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201c<a href=\"https:\/\/www.youtube.com\/watch?v=xPcIAbWEI8c\">The campaign,<\/a> which rolled out across out of home, social and digital undoubtedly changed perceptions. And we achieved our annual goal of 10,000 customers within the first three weeks,\u201d Monheit says.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And when it comes to what makes truly effective creative, Monheit is confident that he\u2019s backing the right runner with his agency\u2019s focus on human psychology.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIn our industry, there\u2019s a lot of talk about big data, predictive modelling and empirical research, but in reality, there is actually very little evidence to support most marketing or comms theory today.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWhat&#8217;s inspiring (and liberating) about working with behavioural science concepts is that they are proven findings from some of the most brilliant minds at the best research institutions in the world.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe thousands of peer-reviewed studies out there offer us an ocean of evidence about why people do the things that they do. When you consider that every brief is a behaviour change brief, this focus gives us an incredible starting point and a wonderful springboard for creativity,\u201d Monheit says.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Hardhat is an agency that works to marry the best of creativity with an understanding of the ins and outs of human behaviour. Here, Co-Founder Dan Monheit gives us an insight into how he uses psychology to fuel creative output. <\/p>\n","protected":false},"author":7,"featured_media":931,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Creative Lens with Dan Monheit, Founder, Hardhat | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-dan-monheit-founder-hardhat\/930\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Creative Lens with Dan Monheit, Founder, Hardhat\" \/>\n<meta property=\"og:description\" content=\"Hardhat is an agency that works to marry the best of creativity with an understanding of the ins and outs of human behaviour. Here, Co-Founder Dan Monheit gives us an insight into how he uses psychology to fuel creative output.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/the-creative-lens-with-dan-monheit-founder-hardhat\/930\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-06T17:45:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/06\/169creative-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" 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