Drinks retailer Dan Murphy’s today launched a new brand direction with creative work developed by Thinkerbell.
The idea retells just a few of the many moments in founder Daniel Francis Murphy’s early life that influenced and shaped the customer focused attitudes of Dan Murphy’s today.
The entrepreneurial Murphy was a larger than life character. Famous for his innovative concepts and roguish behaviour, he is often credited with democratising great wine and educating Australians about the vast world of drinks beyond rum and beer, the tipple of the vast majority when he opened his first store.
Monique Holmes, Head of Marketing & Loyalty, Dan Murphy’s: “Helping Australia drink better sits at the heart of so much of what we do day-in-day-out.
"The spirit of improvement and discovery is something that’s been with the brand since Dan Murphy first established it back in 1952. That’s why when it came time for a brand idea, we couldn’t go past the intriguing stories that shaped the man himself.”
From his time in the RAAF, to creating an underground wine club, or being the first to import international wines by whatever means necessary, Daniel Francis Murphy’s life reads like a movie.
“If you ask Australians, many don’t know that ‘Uncle Dan’ was a wine-loving entrepreneur who created innovations that have shaped the Australian drinks industry,” said Alex Freudman, Dan Murphy’s Managing Director.
“He was passionate about making great drinks accessible to everyone, his innovative and entrepreneurial spirit still very much live on at Dan Murphy’s today."
The Daniel Francis Murphy story will first be told across television, OOH, instore, press and online, with activations and more to roll out in the coming months.
Tom Wenborn, Executive Creative Tinker, Thinkerbell: “It’s a daunting task, reimagining the life of someone like Dan Murphy, his wily attitude made such a big impact on an entire industry.
"While he deserved his own kick-ass biopic or novel, we’ve started with a series of commercials, which in a way we think he would have been happier with, having written and directed his own commercials throughout his time.
"We’re incredibly proud of how the team pulled this piece together, from the research to the production, the time-travelling has been well worth it.”
Watch the clip HERE
Credits
Dan Murphy’s part of Endeavour Group
Jo Rose - Chief Marketing Officer, Endeavour Group
Monique Holmes - Head of Marketing & Loyalty, Dan Murphy’s
Sarah Tencer - Marketing Manager, Brand, Dan Murphy’s
Thinkerbell
Di Nash - Head Production Tinker
Jamie Lane - Studio COP
Seamus Fagan - Lead Creative Tinker
Marcus Byrne - Lead Design Tinker
Nick Bennett - Head Thinker
Josh Parmenter - Lead Creative Tinker
Will Cook- Lead Thinker
Dom Counahan - Executive Brand Thinker
Adam Ferrier - Chief Thinker
Jack Dinsmoor - Lead Design Tinker
Tom Wenborn - Executive Creative Tinker
Jaime Morgan - General Manager
Jim Ingram - Chief Creative Tinker
Margie Reid - CEO
Production:
MOFA
Nick Kelly - Director
Llew Griffiths - Executive Producer
Alice Grant- Producer
Edward Goldner - DOP
Patrick Bennett – Art Director
Sophie Barker - Wardrobe
Music:
Electric Dreams
Cornel Wilczek - Composers
Leyla Varela - Executive Producer
Casting:
Studio P
Peta Dermatis - Casting Director
Sound:
Bang Bang Studios
Paul Baxter
Holli Dee
Post:
ARC
Peter Sciberras and Lucas Baynes - Editors
Fergus Rotherham - Grade
Chris Reynolds - Online
Freya Maddock - Senior Producer
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