When Crumpler came to us with a brief to launch their product after nabbing the gig as official luggage supplier for the 2016 Australian Olympic Team, we knew exactly what not to do - your everyday Olympic launch. After all, the inspiration for Crumpler’s beginnings were born when a bloke couldn’t find a bag that let him cycle home with a slab of beer!
Crumpler make strong, long-lasting, quality bags that you can be sure will outlive you. Similar to that of a high performance athlete; once an Olympian, always an Olympian.
Our aim was to align Crumpler with high performance and provide a friendly, fun and welcoming environment for our clients to show their worthiness of joining the AOC supporter family. We wanted to introduce guests and media to the luggage, but also have a laugh. It takes a solid crew to make the magic, so once our concepts were approved, we got to work with the Crew.
An audio soundscape of historic Olympic commentary drew guests into the cobbled Melbourne laneway. As they entered the venue via a purpose built run track, there was no escaping the visibility of the designer luggage displayed on our 4ft high media wall. We even tracked down luggage from as far back as ‘64, and created an art installation complete with travel stories from the Olympians that told their journey of the corresponding Games.
The launch, also marking 100 days to go, was hosted by Channel 7 personality Nathan Pemberton, who spoke to Chef de Mission Kitty Chiller and Crumpler CEO, Tom Pemberton about the new partnership and pointed out how sharp our athletes will look in their complete kit for Rio 2016.
Rookies Shelley Watts (boxing), Belinda Hocking (swimming), Rachel Jarry (basketball), Alex Hartmann (athletics), Melissa Tapper (table tennis) and Olympic legend, Dawn Fraser fielded questions from a room full of media as guests got stuck into the delicious Aussie Tucker menu, especially designed by Fred and Ginger Catering. 120 guests enjoyed house made damper with QLD blue pumpkin puree & pepitas; mini potato cakes with beetroot jam and Meredith goats fetta; classic egg and bacon pies; lemon myrtle lamington bites and kangaroo sausage rolls with rainforest seasoning. Canapés fit for Olympians.
Outcry Media worked with us to deck out the interior, literally! Cactus Imaging printed full scale banners which dressed the laneways and interior as we took over the streets and the solid crew from Harry the Hirer had us set and ready to go for our live cross with every station in the city the moment Flock Agency had completed styling the interior.
Our creative concepts were edgy and ambitious. We are super happy with the outcome.
Be sure to follow the @ausolympicteam #rollintorio with @crumplerhq from 5 August 2016.