THIRSTY CAMEL REINVENTS INN-KEEPER BRAND
“The irreverent gatecrashing the mundane” is the driving strategy behind the Australia-wide campaign by Twenty20 Communications, Melbourne converting the United Innkeeper bottleshop banner to its new, cheeky incarnation, ‘Thirsty Camel’, which will ultimately see up to 400 independent liquor retailers invest in an all encompassing brand.
The new brand name strategy was developed in partnership with Andrew Hoyne of Hoyne Design, who created the look and feel of the brandmark.
Spending a total of two years in development with client United, Twenty20 has created an entire suite of marketing material; from TV commercials showing the camel gatecrashing “thirsty moments”, to a two-phase radio campaign featuring the comedic voices of Peter Moon and Marg Downey.
The television campaign launches today (Monday 16 July).
Branding, signage, store décor, press ads, catalogues, ambient marketing material – ‘camel bowls’ substituting dog bowls outside bottleshops – “beer-o-clock” egg-timers as customer give-aways – point of sale and a website that will ultimately communicate with subscribers daily, are all part of the 360 degree image and identity overhaul.
Client: United, Thirsty Camel Bottleshops
Agency: Twenty20 Communications, Melbourne
Brandmark Design and Development: Hoyne Design
Account Director & Strategy: Rod Curtis
Creative Director: Fysh Rutherford
Creative team: Andrew Panozzo, Matthew Ellis
Design: Rachael Simpson
Media: OMD
Online: GTS interactive
Agency Producer: Beaver
Production: Hub, Flagstaff
Sound: Stevo Williams
3 Comments
Just a quick addition to the credits. Dale Sidney Directed the tv campaign out of Hub Productions. Tim Anderson Produced and Complete Post handled the visual post work.
Love the idea and name, and the ads are…yeah, okay. But I hate the use of the word ‘comedic’ in the outline. It’s a new wank non-word that people have started to use instead of the correct ‘comic’ and should be avoided. (It’s in the same league as obligate’, which people are starting to use instead ‘oblige’.)
Ads are average, name is different but see no relevance, maybe thats the strategy? Male gender orientated and have missed the cue to increase growth within female consumer target group.