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
Online: GTS interactive
Agency Producer: Beaver
Production: Hub, Flagstaff
Sound: Stevo Williams