Clems Melbourne Brings Carlton Draught’s Freshness To Life In New Campaign

Clems Melbourne Brings Carlton Draught’s Freshness To Life In New Campaign
SHARE
THIS



Clemenger BBDO Melbourne and Carlton United Breweries (CUB) have today launched Carlton Draught’s new ‘46ers’ campaign, bringing the iconic beer back to TV screens after a five year hiatus.

In Australia, a fresh keg of Carlton Draught is changed every 46 seconds, making it Australia’s freshest tap beer. This insight led to the development of the ‘46ers’ campaign, a celebration in true Carlton Draught style – of the beer’s freshness credentials, complete with a brewery fresh team of five vintage keg changing superstars.

Tim Ovadia, head of classic brands at Carlton United Breweries, said” “It says ‘Brewery Fresh’ on our label, and that’s not just marketing puffery, which is exactly what we wanted this campaign to communicate to our drinkers.

“The fact that in Australia we turn over a keg every 46 seconds means that our beer tastes just like it does straight from the tank at the brewery.

“Clemenger have done a great job of bringing to life this freshness proof point with classic Carlton Draught humour and irreverence.

“I think that our drinkers like the fact that although we’re serious about delivering them fresh draught beer, we don’t take ourselves too seriously as a brand.

“Communicating rational messages doesn’t need to be boring. If it is, people switch off and you’ve wasted your money.”

Clemenger BBDO Melbourne’s Creative Directors, Richard Williams and Antony Phillips added, “After spending the last few years on the side lines, it’s exciting to once again be developing work for Australia’s freshest tap beer, Carlton Draught.”

The campaign launched with a 60” TVC premiering on Channel Seven’s The Front Bar and will run throughout the AFL Grand Final coverage on Saturday, 30th September. Carlton Draught is the official beer of the AFL and this partnership is the longest standing sports sponsorship in the world.

The campaign will also see 90”, 30”, 15” and 6” films, off and on premise activity and behind-the-scenes footage from the shoot distributed across Carlton Draught’s social channels.

Credits:

Client: Carlton and United Breweries

VP marketing for APAC: Richard Oppy

Head of Classic Brands: Tim Ovadia

Senior Marketing Manager: Sian Sullivan

Brand Manager: Corrie Paolini

Agency: Clemenger BBDO Melbourne

Production Company: Finch

Director: Brian Aldrich

DOP/Cinematographer: Germain McMicking

Producer: Marge McInnes/ Kate Merrin

Executive Producer: Corey Esse

Post Production: Finch/The Butchery

Editor: Micheal Lutman

Special/ isual effects/CG: Andy Timms and Ivan la Rosa

Flame artist: Quse Biddle, Jonathan Wendt, Jonathan Hairman

VFX set supervisor: Jamie Scott

Colourist: Martin Greet

Sound: Flagstaff

Sound Engineer: Paul Lecouter

Music Production: Level Two Music

Music Composer: Electric Dreams

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]