When we were tasked with the unnerving job of re-branding a successful Friday night at one of Melbourne’s most well-known party hotspots Tramp, the task that stood before us seemed monstrous. Enter the Panic Club video and marketing campaign.
Nobody was going out in the city on a Friday night anymore. Everyone was finishing up their working week, having a few bevy’s at their local pub, and heading home to the burbs. Moreover, every club in Melbourne all looked the same. The same filters on the same photos, with the same DJs and the same promotions, with the same colours and the same people at the same places. Yawn.
Tramp has always had a history of being a little left of centre. If it’s taboo, Tramp is the one place that will do it. The more taboo, the better. But don’t get us wrong, taboo doesn’t mean tits and ass on a flyer. In fact, the Melbourne underground wonderland still wears it’s motto ‘it’s a little bit fancy’ with pride – and class comes before crass.
Panic Club needed to be just that – classy. But it had to be left of field, different, new, something that wasn’t being done before.
We started with a promotional video that told the story of regular people, all heading to the city. We used Hitchcock faces in a repeated motion, with the backdrop of what was to come – a techno inspired night at an all-too familiar location, that was transforming in to something unfamiliar. It positioned Tramp as a venue that wasn’t just about it’s amazing DJs and the Melbourne underground sound movement that the club has helped pioneer over the last decade, but it positioned Tramp as a club that was all about it’s patrons and the people too.
“Your Time Has Come” – This was a phrase we used to underpin the campaign and it was more than just the slogan of Panic Club – It was the message for a new generation of Tramp.