Camel Girl’s brave story sells water message
Beinga young person is never easy, especially when you’re lumbered with agreat hairy ‘hump’ growth on your spine. The brave story of Alice, ayoung girl with the superhuman-like ability to drink hundreds of litresof water before hitting the music festival circuit, is being used byThe Brand Agency and Drug Aware to promote a message of waterconsumption this festival season.
Capturing Alice’s story withtypical sensitivity was award-winning Perth director Corrie Jones and DOP Allan Myles, with editing and grading handledby Matt Osborne (First Light/Laika3) and original music by MylesWright.
The Brand Agency’s Rikki Burns and Josh Edge worked with Aliceto bring her message to life, while Makeup Artist Naomi D Lynch handledthe delicate matter of applying daily makeup to a young girl’sunsightly hump with typical professionalism and panache.
‘Camel Girl: The Story of A Girl and Her Hump’ premiered exclusively online on Boxing Day and has already received over 2,800 views on YouTube. Join Alice’s Facebook group.
Agency: The Brand Agency, Perth
Creative Director: Craig Buchanan
Screenplay: Josh Edge, Rikki Burns and Corrie Jones
Copywriter: Josh Edge
Art Director: Rikki Burns
Producer: Kate Downie
Account Director: Pia McMorran
Director: Corrie Jones
Director of Photography: Allan Myles
Editing and Grading: Matt Osborne
Music: Myles Wright
Still Photography: Thom Perry
21 Comments
What?
wut
the
fawk
Very clever to release this on the blog the same day as the Tourism WA news. Very clever
Oh dear!
Really nicely shot and directed. There’s a lot to like in this one. Loved the “we could cut it for nothing” comment from the shop assistant when she’s trying on the jacket.
Should resonate with the target audience. Well done to all involved.
Nothin’ I love more then a big hump
Average campaign – takes too long to get to the punchline. What was Corrie thinking? Oh that’s right, The Brand trying to screw more money out of clients.
Average. waste of money I say. Doesn’t even get the message across. Is this a health ad? Surely it doesn’t scream drug aware.
Confusing. Fail.
The suit that sold this Mofo in should proceed immediately to the United Nations where she could be more usefully employed using her persuasive skills brokering a peace deal between the Palastinians and the Israelis.
hey, dont blame the suit! this screams creatives going off on a tangent. i’d bet the suit was ducking for cover when this was presented.
Way off the mark.
This is terrible! I think it totally misses the mark on so many levels. Wasted dollars – very unfortunate for DAO.
took forever to get to the point but it was something different
Smells of self-indulgence.
Mmmm. A great short film for festivals.
Strategy? Nothing personal guys but hey, do you honestly think this is going to make the young ones drink water.
She should shave that hump. Yup, Shave it REAL clean. A great big shiny bald hump. Then rub some oil on it. Nice and slow. Put that 3 minute clip up on You Tube and she’d get a lot more than 3000 views.
3.21… It’s obvious that this ad doesn’t have to ‘sell’ the idea of drinking water. This is simply a reminder to be aware of looking after yourself and topping up with water at festivals. Who would argue that drinking water is bad? If this ad gets a reaction and puts water somewhere in the targets mind then mission accomplished I reckon.
Did you guys drug the clients before presenting this one?
How is this meant to be effective? I can’t even imagine how much was spent on this, all for a drink water message? This is really embarrassing.
At least they are maintaining standards after the ‘Crazy Domain’ spots. Unfortunately they didn’t manage to write themselves a free holiday on this occasion.
It’s different enough that people will pass it on their friends. If it gets the target audience to talk about Camel girl then surely they can make the huge mental leap to camels->water. Time will tell.
I still don’t get it?
LAME! I can’t beleive someone spent money on that