Brainheart (2026)

15/07/2026

“WHATEVER FLOATS YOUR GOAT”

Here’s 30 more seconds of BlueCare support for the principle that Senior Queenslanders should be living their lives, their way, however they decide.

Brainheart - Brand Resonance’s new ‘Icebergs’ campaign is rolling out this week across Television, Radio, Out-of-home, Digital and Tonic Media ( Medical Centres). Let me know once you’ve seen it in the wild yet?

Team BlueCare: Melissa Nelson, Kellie Hefner, Natalie Schmidt, Mikey Jo Jo Tucks, Katrine Bowman, Max Hinton, Lucy Ratz, Josh Kelly, Ross Batten, Music by Mark McDuff , Kareem Anti , Laura Elkington, Reilly Vanniekerk, Kali Bateman CSI, Peter Rasmussen, Samara Keune, Justine Prentice, Tania Ropelin, Sarah Ritchie, Content Lion

15/07/2026

LET'S BE FRANK...

Frankly, the way the aged care sector generally depicts their clients, couldn't be more demeaning or less inviting. Weird really, when the goal of any brand is to be preferred. As Queensland's most recognised and trusted care provider, BlueCare decided to be very frank in their choice to see senior QLDers as more than the sum of their ailments, and to instead, show the goal of their support - people living life their way.

Below are 6 Outdoor executions from Brainheart - Brand Resonance's new 'Icebergs' campaign, that are running Queensland-wide as of this week.

Beautiful Art Direction by Mikey Jo Jo Tucks, photography by Josh Kelly, casting by Peter Rasmussen and leadership by the legends at BlueCare: Melissa Nelson, Kellie Hefner, Natalie Schmidt, Cathy Thomas

Wider BlueCare Team: Rem Bruijn, Katrine Bowman, Lucy Ratz, Max Hinton, Kareem Anti, Laura Elkington, Reilly Vanniekerk, Ross Batten, Music by Mark McDuff, Kali Bateman CSI, Sarah Ritchie

11/07/2026

“WHAT YOU SEE IS NOT WHAT YOU GET, NOT EVEN HALF OF IT”

Props to BlueCare for seeing beyond elderly Queenslanders’ physical ailments, and choosing to showcase the fun, cheekiness, spirit and stories that lay beneath the surface.

Brainheart - Brand Resonance’s new ‘Icebergs’ campaign launches today across Television, Radio, Out-of-home, Digital and Tonic Media ( Medical Centres). It’s been a long time since we’ve had this much fun!

This 60 sec launch spot gives a glimpse of what is to come. All are based on true stories. Only the names have been changed - to protect the innocent 🤩

Team BlueCare: Melissa Nelson, Kellie Hefner, Rem Bruijn, Mikey Jo Jo Tucks, Katrine Bowman, Max Hinton , Lucy Ratz, Josh Kelly, Ross Batten, Music by Mark McDuff, Kareem Anti, Riley Van Niekerk, Laura Elkington, Kali Bateman CSI, Peter Rasmussen, Samara Keune, Justine Prentice, Tania Ropelin

11/07/2026

“My 19 year old spirit is trying to reconcile this 75 year old body”

These are the words of one of the stars of Brainheart - Brand Resonance ‘s new campaign for BlueCare which launches this week. His words are not surprising given the number of artists amongst the favourites in his record collection (in all our record collections actually) who are in their 80’s.

The first Boomers are turning 80 this year, and if you have parents like mine and any of my friends, you’ll know that they are so freaking far from what we used to think of as ‘old’. Their bodies may be beginning to fail and falter, but they are still fun, funny, fiercly independent, and often, fairly formidable.

Why then does the Aged Care sector continue to inadvertently ‘advertise elderly frailty’? Across the board they show a lanyard wearing carer with a frail elderly person. Their entire client base thinks, “I don’t want to be that!!!”

Hats off to BlueCare (Queensland’s leading and most trusted care provider) for leading the way in taking a kinder, more respectful view of QLD Seniors… for seeing them the way they would like to be seen, and not just as the sum of their ailments.

Can’t wait for you all to see it!

Team BlueCare: Melissa Nelson , Kellie Hefner, Rem Bruijn, Mikey Jo Jo Tucks,Katrine Bowman, Max Hinton, Lucy Ratz, Ross Batten, Music by Mark McDuff, Josh Kelly, Kareem Anti, Riley Van Niekerk, Kali Bateman CSI, Peter Rasmussen, Justine Prentice, Tania Ropelin, Sarah Ritchie, Andy Geppert, Content Lion, Mediasuite Australia

13/04/2026

New Brainheart work for DEAFNESS FORUM Australia👂

Today is National . With 1 in 6 people currently suffering from hearing loss (and the expectation that this number will rise to 1 in 4 by 2050), Deafness Forum Australia commissioned Brainheart - Brand Resonance to create a film to entice the right sort of people to consider putting their hands up to learn Auslan. The spot below brings to life a situation that is all too common and many of you may recognise... other than on this occassion, something different happens for the better 🫶

This was a wonderful project to work on in collaboration with the following legends:

Agency: Brainheart Brand Resonance
Client: Deafness Forum Australia
Production Co: Content Lion
Creative Director: Rem Bruijn
Writers: Rem Bruijn / Bridget Webb
Director: Bridget Webb
DOP: Kareem Anti
Editor: Reilly Vanniekerk
Sound Design: Wiaan van der Westhuizen
Photographer: Isaiah Mathews
Producer: Lucy Ratz
Exec Producer: Max Hinton
Marketers: Rhonda Locke / Ruth Bailey
Deaf Consultant: Lauren Patrick
Auslan Interpreter: Susan Emerson (Auslan Stage Left)

15/08/2025

RESONANCE RINGS LIKE A BELL THROUGH THE NIGHT... AND WOULDN'T YOU LOVE TO LOVE HER? (With apologies to, and reverence for, Stevie Nicks)

As much as I prescribe to advertising luminary, David Abbott, and in particular to his rule (3 of 5) for great writing... "If you believe that facts persuade (as I do), you’d better learn how to write a list so that it doesn’t read like a list"... his final rule was, "Don't be boring".

Which brings me to Stevie Nicks... well, via Carl Jung and neuroscientists.

Jung espoused that 'storytelling' has been crucial to human cooperation and cultural survival for eternity. There's more about symbols, codification of meaning and archetypal characters... but I won't bore you with it, because the neuroscientists stuff gets us closer to understanding why Stevie makes complete sense.

Neuroscientists found that "stories can change our brain chemistry, releasing neurochemicals such as oxytocin, which enhances our sense of empathy for others. Our brains seem to be wired for empathy and constantly search for meaning, which may be part of the reason we are so drawn to stories, and why they impact us so strongly".

Case in point, my inability to shake Stevie Nicks from my subconscious. In her own words, "Time cast a spell on you but you won't forget me" (Silver Springs 1977). So true... despite the fact that her lyrics never quite make sense to me.

So what does make complete sense... is that it would be stupid, irrational and commercially suboptimal to ignore that which casts a spell on you so you won't forget it. Such is the power of beautiful, alluring, heartfelt, human story-telling.

At Brainheart - Brand Resonance, the strategic processes that we use in collaboration with our clients, sharpen the rational and unlock the emotional.

Smarts-led, heart fed... with the outputs of a revitalised internal brand and team culture… through to insight-inspired human storytelling that cuts-through, rings true and stays with you.

Here is a taste of some of it: https://lnkd.in/gn_XgEb2

15/08/2025

(By Rem Bruijn , Founder + Strategic/Creative Director)

Over the years, associates of associates who I have just met at work functions have, upon learning I 'work in advertising', asked what I specialise in. My response is always, "What do you mean?".

They would generally follow with "Do you specialise in television ads... or digital... or a particular sector of industry? Or are you more of a 'generalist'?"

It's at this point that there is immediately more than one conversation taking place. There's the one everyone can see and hear... and there's the one going on in my head. "Generalist?!? Ewww! No... yuck. That's a label I don't want to stick".

I could immediately sense how the term 'Generalist' would position me in their mind, and what else it was conjuring. ie 'Jack of all trades, master of none'... 'no true expertise'... 'zero deep knowledge' etc.

As an experienced creator, shaper and positioner of brands, I instinctively knew I needed to put some focus into properly articulating my own, to properly position myself to have businesses engage me to offer them maximum benefit.

So quite simply...

"Brainheart specialises in communication that resonates. As the name suggests, it’s about marrying the rational with the emotional as all effective communication must. You put your brand in people’s hearts by evoking an emotional response. You keep it there by underpinning the emotion with a fact or rational benefit that satisfies the brain’s critical faculty. Without emotion, the rational will be more than likely be overlooked. Without the rational, the emotional evaporates. Brain and heart —you need both. We are both."

The result is Brainheart has worked, and continues to work, across virtually any sector: Private, Public, Charity, Major Household Brands, SME, Start ups and Scale ups, B2B, Ecommerce, etc... across all advertising and communication mediums. Generally speaking, we do everything.

Yet we are not generalists. We are specialists in work that resonates, builds emotional proximity, expands brands' horizons for what they can stand for and be to people.

You may have noticed I never mentioned AI. Yes, we're all over it. We use it every day as an integrated part of our workflow. AI is even integrated into our brand name, right up front in the middle of the 'Brain' part of 'Brainheart'.
But it's only 2 letters. To specialise in 'resonance' you need more than that.

To prepare a brand for growth, and make it thrive from the internal culture out... to have it unite, elevate and energise the internal team, then resonate powerfully out in the world... you need processes that are proven, transformative and deeply human. Not just brain. Also heart.

https://brainheart.com.au/

27/05/2024

BROAD SPECTRUM?
BRO, ADVANCED SPECTRUM PROBIOTICS FROM INNER HEALTH!

It's amazing how much effort goes into making something that looks like you made no effort at all 😂 I'll break it down...

We had 15 seconds to leverage the key probiotics category words - 'BROAD SPECTRUM'- then explain that 'Inner Health Advanced Spectrum' is a cut above it with 16 amazing health benefits.

So we broke the word 'BROAD' with a strategically placed comma between 'BRO' & 'AD'. Then we broke the English language in the way that our female target audience's tween and teenage sons so often do when addressing them.

We're not sure when going from being lovingly referred to as "Mum" to a semi-detached "Bro" became a modern day rite of passage, but Insta Reels memes regularly show that it has.

Nor do we know when mums reclaimed the offending word as their own (to use ironically amongst themselves as a show of solidarity), but we're glad they did!
Because it gave us a shorthand way to draw attention to this excellent product (details at very bottom).

This was Brainheart's first project for Metagenics ANZ Inner Health brand, following on from our recent magnesium campaign for Ethical Nutrients.

Co-created by Rem Bruijn, Lindsay Thompson, Katrine Bowman , Monaliza Ziba, Katie Mackin, Julian Frost, Unlisted , Mike Lange , Shani McLeod Bennett, Cutting Edge Post, Daniel Button and the awesome Inner Health team of Ruth O'Rourke-Hoarau, Kimberley Marwedel, Carlotta Trabattoni, Ben Murphy, Matt Brown, Chrisanthi Zenonos, Suzie Young and Sarah Sparks. Thank you all!

Advanced Spectrum is Inner Health's most diverse probiotic delivering a wide range of 16 health benefits in one daily capsule, including:
+ Energy⚡
+ Digestion 😋
+ Immunity 💪
+ Skin 💎
+ Vitamin D ☀

Have you had your Inner Health today? Explore Health Benefits: https://lnkd.in/gT5g8C-5

14/02/2024

#5 Hottest Small Agency in Australia for 2024 is Brainheart 🤩
Well this was a very nice Valentine’s Day present courtesy of our creative-loving clients and collaborators ❤️

Signet Australia, Airservices Australia, Brisbane Airport Corporation, Matt Henry, Angelina Mavrick, Andrew Hibbins, Prudence Krook, Molly Faulkner, Dayle Dalais, Suzie Young, Gillian Samuels, Tegan Glass, Kellie Penridge , Stefanie Wren, Marnie Halliwell, Annabel Bachmann, Nicole Toaldo, Lauren Graham, Damien Bredberg, Catherine Lucas, Roy Kolberg, Ross Batten, Daniel Button, Cam Hudson, Lindsay Thompson, Matthew Bamkin, Emma Horne, Katrine Bowman, Mark McDuff, Alex Buckingham

Congratulations and thank you to you all
🙏❤️

12/11/2023

🥇🥈🥈🥉🥉 ⭐ ⭐ ⭐ ⭐ BADC 2023: HOW GOOD !
Signet Australia and Brainheart had a great night last Saturday taking out 1 x Gold, 2 x Silver and 2 x Bronze awards + 4 x other finalists at the Brisbane Advertising and Design Club's 2023 Awards. Great reward for a campaign that was my favourite of all time, due to the process being so collaborative, organic, creative and fun!

A massive thank you and congratulations to Director/DOP Damien Bredberg - Photographer and your crew (Fausto, Caleb Ware, Steve, Jonesy)... Shylie Parsons and your Shy Designs team for the amazing Costume Design, Laura Elkington and your team in set design, Gillian Samuels from Ego Management and Tegan Glass from Glass Management for a great cast... special thanks to my Art Director Catherine Lucas for everything you did, including the beautiful print campaign work that was also shortlisted. Thanks also Daniel Button for your peerless digital support. The whole things was such a joyous collaboration!

I remember sitting in the Manly pub with Damo and Matt working out lighting and staging plans over a steak sandwich. This meeting summed up the process for me. In standard industry terms we had 'Client', 'Agency' and 'Production House' all riffing possibilities and reality checking them for budget/feasibility as we went. At time it was a bit like that scene from Apollo 13 when the guys says "We only have this available to get them back from space", except in our case it was. "We have 12 Titan bulbs, a lighting rig, a confetti canon and a paper void-fill machine... what can we do?" I'm so glad Damien was awarded Silver for Best Direction - particularly because he let me co-direct with him :)

Thank you also to Damon Satanek (aka Canmaster Smash). Your music was not only great - it was the inspiration for the concept!

But the person I want to 'big up' most is our editor Roy Kolberg from Cut Polish. Roy turned music bits and pieces (sections of drumming and percussion) into a score that sounded amazing musically and signified the shifting of mood and narrative that carried 2.10 minutes of madness and turned it into the story intended in the script. I don't know when, if ever an editor last was awarded Gold for Original Music Composition. What a remarkable achievement! Thank you for your creativity, professionalism and awesome nature!

And Ross Batten from RoscoAudio RAaaaaa, thank you mate for taking everything Roy did to the next level, it sounded soooo good on Saturday night.

And finally, my biggest thanks and gratitude goes to my main strategic and creative collaborator, Matt Henry who is the instigator and genius behind everything you see from Signet. The work he has lead and co-created is not only fun and innovative - it's extremely effective. Getting awarded for it is a sweet cherry on top. "I'm just the client" - my arse ha ha. Thank you sir!

The ad below, entitled 'Allegedly', was awarded Gold for Original Music Composition, Silver for Direction, Bronze for Editing and Online video + Finalists for Copywriting and Sound Design.

Monday	08:30 - 17:30
Tuesday	08:30 - 17:30
Wednesday	08:30 - 17:30
Thursday	08:30 - 17:30
Friday	08:30 - 17:30

Brainheart

15/07/2026

15/07/2026

11/07/2026

11/07/2026

13/04/2026

15/08/2025

15/08/2025

27/05/2024

14/02/2024

12/11/2023

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