© Copyright 2021 Robin Riddell. All rights reserved

CRUMPLER CAMPAIGNS

RIO OLYMPICS 

CREATIVE DIRECTION   |   GRAPHIC DESIGN   |   COPYWRITING  
 

ROAD TESTED FOR OLYMPIANS 

 
THE BRIEF

As Official Luggage Supplier to the 2016 Australian Olympic Team, the task of creating a campaign to emphasize the quality and craftsmanship (that make Crumpler products tough as hell) was set.

THE SOLUTION

Crumpler’s ‘endurance testing’ campaign was born – a very Crumpler ‘tongue in cheek’ approach to revealing how they test their products. ‘Road Tested For Olympians’ was the copyline I wrote to capture the concept, while singing loud and proud about this prestigious partnership.

‘Run, Jump, Pack, Roll, Spin…Rollin To Rio’ was then written as supporting copy to advertise the product only (replacing ‘Road Tested For Olympians’ where the endurance testing creative wasn’t used). This was strategically used to lead nicely into the overarching social media hastag: ‘#rollintorio’.

As lead creative, I worked closely with Crumpler’s founders, their creative team, lead product designer Janis Lacey and the AOC (The Australian Olympic Committee).

The series of videos (above) were created for social media (including shorter edits), based on the same concept – directed by Lina Dominguez and shot by Michael Danischewski. All campaign photography was shot by Nicole Reed.

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