Camel Girl’s brave story sells water message
Being a young person is never easy, especially when you’re lumbered with a great hairy ‘hump’ growth on your spine. The brave story of Alice, a young girl with the superhuman-like ability to drink hundreds of litres of water before hitting the music festival circuit, is being used by The Brand Agency, Perth and Drug Aware to promote a message of water consumption this festival season.
Capturing Alice’s story with typical sensitivity was award-winning Perth director Corrie Jones and director of photography Allan Myles, with editing and grading handled by Matt Osborne (First Light/Laika3) and original music by Myles Wright. The Brand Agency’s Rikki Burns and Josh Edge worked with Alice to bring her message to life, while Makeup Artist Naomi D Lynch handled the delicate matter of applying daily makeup to a young girl’s unsightly 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.
Client: Drug and Alcohol Office of Western Australia
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
32 Comments
Striking photograph. Weird film.
That’s just weird man.
I really enjoyed this.
Apparently camels cut massive farts.
I’m an old codger who used to drop before they were cut with meth, but I remember quite a few people dying because of internal drowning.
Not sure of the facts here?
About 2 minutes shorter would have been good.
But nice try.
I am a WA-based advertising practitioner under a huge amount of pressure from my agency to “do something” about our appalling client billings As a result I have taken to logging anonymously onto the CB National blog to post overwhelmingly negative comments about every piece of WA-produced work that appears. To date this week I have posted five or six comments, often in the same threads. Although I try hard to change my writing style each time, I am not quite erudite enough to pull it off. Please excuse my parochialism in hijacking this blog for my own misguided purposes but understand it is pretty desperate over here and some of our agencies are seriously on the edge of the abyss. Thanks.
The hump jokes will kill this message!
Did’nt Anna Wood die of water consumption brought on by taking ectasy???
way too long. Its Herringbone ‘small hands’ only with a ‘hump’ and not executed as well.
Anyone got a contact for the talent? I feel a casting coming on…
To the ‘WA-based practicioner’ who is ‘outraged’ – this was made for a budget about one tenth that of a regular 30 second TVC. Maybe you’re just with the wrong agency?
Not commenting on the ad itself but a little concerned with the strategy. Aa a couple of other comments noted, drinking too much can be as dangerous as not drinking enough. How did this get through?
If youve ever lived in WA you’ll know that it gets bloody hot in summer, so it isnt just those on drugs who have to drink water. The strategy is for festival goers to remember to drink water throughout the day, not just those on drugs.
And far more people dehydrate from heat, alcohol or drugs than those who are harmed by too much water.
1:14,
A little paranoid wouldn’t you think? Doesn’t pretty much everything on this site get slagged off? And looking back down the list there is some work that happens to be from Perth on here that isn’t great, but there’s also a heap of work from other cities that is equally as bad and also gets panned.
As far as this work goes, it is fascinating, but as has been pointed out, it seems to be a long way to a fairly straight forward point.
Kelloggs Crunchy Nut bar did a similar thing as well in about 30 seconds a few years back. This is way too long and so far as the payoff… agreed, the strategy seems flawed. You are not a camel person? Um… thanks for making me sit through 3 minutes to point that out.
Self-indulgent!
Strategy?
Agree with 10.43.
Hey, they got to make a freak doco for 5 bucks and a spam sandwich, so good on em for getting this made in WA. Yep, got its reference in Henri but the kids probably don’t give a shit about that.
11.48am
Well said. And I notice the WA whingers are getting royally stuck into a bit of east coast- originated creative over on their blog. Host must be hoping that lynchy doesn’t get a whiff (literally) of this one
http://www.campaignbrief.com/wa/2010/01/new-wa-tourism-campaign-to-lau.html#comments
IF i was off my face at a festival, i’d do her. And the hump gives me something to hang on to.
“…handled the delicate matter of applying daily makeup to a young girl’s unsightly hump with typical professionalism and panache.” Wow, now THAT right there is praise worth aspiring to.
Keep hydrated?
The hump is used for storing fat, not water.
BIOLOGY FAIL!
Thanks 5:37, best comment so far in 2010. Gives us all something to strive towards.
I’d hump that!
Does anyone happen to know any good clean links to this kind of thing?
Hey, I’m just asking.
1.14am
Your an absolute disgrace to the WA Ad industry. There is only one agency ‘desperate’ and on the ‘abyss’ in Perth. Business is booming over here. If your billings are down don’t take us all down with you!!
Louise,
Chill out. I think the post (1:14) was employing a literary device known as sarcasm. You see the individual writing the post was actually making a comment on what they believe others may be doing on the blog.
Louise can you please enlighten us all as to who that agency is.
Hmm 4000 views and most of them marketing people.
I did get a laugh out of this comment from WA:
“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.”
9.54pm – I know who the person is making the 1.14am comment (you get that in a small town), it borders on sarcasm and stupidity….
There are a lot of girls with camel toe at these festivals….
are they camel people?
INSENSITIVE. Pull this add immediately.
Curvature of the back – SCOLIOSIS – affects 1% of the population. It forms predominantly in adolescent girls which this campaign is aimed at.
The victims of Scoliosis have enough to worry about with surgery and braces to correct this condition. Image issues for these girls and boys is immense. Crap like this just makes their life even worse.
You probably though it was a cool concept and were unaware of who you would offend. Do some research in future. Go to http://www.scoliosis.org.au as a start.