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!
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.
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.
Hosted by Channel 7 personality Nathan Pemberton, rookies Shelley Watts (boxing), Belinda Hocking (swimming), Rachel Jarry (basketball), Alex Hartmann (athletics), Melissa Tapper (table tennis) and Olympic legend, Dawn Fraser alongside Chef de Mission, Kitty Chiller, fielded questions from a room full of media as guests got stuck into the delicious Aussie Tucker menu.
By the time we got home, Crumpler had hit the news on every channel, with our luggage wall front and centre!
Photography: Grant Treeby