Clems Melbourne Unveils Latest Work For Carlton Dry

Clems Melbourne Unveils Latest Work For Carlton Dry
SHARE
THIS



Clemenger BBDO Melbourne and Carlton United Breweries have launched a new brand campaign for Carlton Dry, Underthink It.

Based on the insight that our increasingly busy and complicated lives have resulted in a tendency to overthink the little things – from what to wear, what food to order, even which beer to drink – Carlton Dry hopes to stop beer lovers from sweating the small stuff and get back to having fun.

To do this the campaign introduces the Underthink Tank, a crack team of ‘Underthinkers’ who solve life’s most overthought problems, including what to order on a menu, what to do if you forget someone’s name and whether to give someone a handshake or a hug, all from within a giant, keg shaped headquarters.

Clemenger BBDO Melbourne executive creative director, Evan Roberts, said, “In this increasingly complicated world, Carlton Dry offers us simplicity. Smooth, refreshing simplicity.”

Paul Reason, head of contemporary brands at Carlton United Breweries said, “We haven’t had a big communication campaign on Carlton Dry for a few years. We are very excited to bring Underthink It to the market because we think it is highly relevant & will resonate strongly with our target audience.”

The campaign launches with multiple 30” and 15” TVCs. It also extends across radio, social, on-premise and festival activity, plus a national consumer promotion in partnership with Shazam.

Credits:

Agency:  Clemenger BBDO Melbourne

Creative Chairman:  James McGrath

Executive Creative Director: Evan Roberts, Stephen de Wolf

Senior Creatives:  Adam Barnes, Jonty Bell, Nick Jamieson

Shopper Creative Lead: Nick Jamieson

Executive Producer: Sonia Von Bibra

Senior Producers: Lauren Anderson and Lisa Moro

Group Account Director: Adam Kennedy
Project Director: Alicia Lowndes
Project Manager: Caroline Scott

Business Manager: Luke Slater

Planning Director: Mike Derepas

Digital Planning Director: Neville Doyle

 

Production Company: Finch

Director: Alex Roberts

Managing Director/EP: Corey Esse

Producer: Kate Merrin

DOP: Matt Toll

Prod Designer: Lucinda Thomson

Editor: Michael Houlahan

Colourist: Martin Greer

Online: Jamie Scott

Post House: The Institute of Post Production & Finch VFX

Sound House: Flagstaff Studios

Sound Engineer: Paul Le Couteur

 

Client: Carlton United Breweries

VP Marketing: Richard Oppy

Head of Contemporary Brands: Paul Reason

Brand Manager: Paige Dawes

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]