Thirsty Camel to launch ‘HUMP’ challenge with new campaign via Twenty20, Melbourne
Thirsty Camel bottleshops launches a new campaign tomorrow, created by Twenty20 Communications, mischievously encouraging the public to take part in a little casual ‘HUMPing’.
The cheeky campaign features ‘HUMP’ stickers sneakily posted over city street signs, directing people to ‘express HUMP’ and ‘casual HUMP’, with the challenge to ‘Think Camel’.
It comprises FTA and Digital Television, with integration acrossonline, outdoor and social media, and will run throughout Victoria andTasmania.
Twenty20 creative director, Fysh Rutherford said theaim was to develop a strong but playful concept that could becommunicated over multiple platforms: “We wanted an idea that couldreally extend Thirsty Camel’s investment and be used across lots ofdifferent media – social, digital, in competitions and events,” hesaid.
“The ‘Think Camel’ campaign is cheeky and irreverent and we can really have some fun in executing it.”
ThirstyCamel marketing communications manager, Leah Menzies said the conceptwas a great match for the brand: “The campaign Twenty20 came up withreally fits in with our brand values,” she said.
“It’s been afew years since our successful launch so the ‘Think Camel’ campaignprovides a great opportunity to refresh our brand and reconnect withour customers.”
The TVC and print ads will be supported by arange of media, so keep an eye out for casual HUMPing and expressHUMPing happening near you soon.