There’s a New Camel in Town!

Thirsty Camel introduces new national brand campaign using CGI animation to bring the iconic Camel to life.

How do you bring Thirsty Camel’s brand personality to life? By bringing the camel to life, of course! In the national retailer’s latest brand campaign, CGI animation was utilised to turn their 2D camel icon into a talking, moving character. Using the compelling voice of actor, Stephen Curry, the versatile lower body of his brother & fellow actor, Bernard Curry and a CGI anthropomorphic camel head to top it off, Thirsty Camel has unveiled their unique and entertaining new face and voice of the brand.

“We had wanted to bring the camel character to life for quite a while. As our one true brand asset, we see this as an opportunity to differentiate ourselves in the market and bring some fun to the liquor retail industry at the same time. The creative solution that the team at Hotglue developed is completely different to anything our competitors are doing and we’re excited to see where we can take it.”

Thirsty Camel’s new brand character was launched in market recently during their national summer campaign, displayed on billboards and in digital advertising over an 8-week period, and featured The Camel’s voice (Stephen Curry) across radio activity.

Keep an eye out for The Camel when he hits the screens again in February to promote Thirsty Camel’s annual Hump Club loyalty campaign, Thirsty Bonanza, where Hump Club members could win one of 2,500 prize giveaways.

‘The Camel’ was developed by Richmond-based creative agency, Hotglue, and animated by New Zealand agency, Flux.