WITH DOWNSTAIRS CONVENIENCE STORE, TAMZ PROVES BRAND POSTING IS NOT BRAND BUILDING
SOMETIMES YOU HAVE TO “STEP BEYOND” TO LEAP FORWARD. – TAMZ
Is Downstairs just a convenience store? TAMZ says emphatically ‘no.’ Stepping beyond the basic strategy and focusing on creativity injects “cool” into all the areas of Downstairs image, we decided as a team to come up with a new look for Downstairs to not only make this typical convenience store something greater but also open up an untapped market.
We started this campaign by crafting a story and bringing in models to portray the young, beautiful party people that so often stop into a late-night convenience store to refuel and kick back after a long night. Luke, the only man in this group, has had a little too much to drink already but cannot help himself when he finds the wide selections of beers Downstairs carries. He soon realizes that his female friends Tef, Paula, and Elisa will have to carry him home. It may be late, but the night has just begun.