Carlton Dry has taught students of the ‘Temple of Dry’ how to be like the beer: free from complication, perfectly balanced, never bitter and always smooth.
The integrated campaign is an extension of Carlton Dry’s brand platform, ‘Be Like the Beer’, which celebrates the qualities and brewing credentials of Carlton Dry. The platform encourages Australians to match the uncomplicated qualities of Carlton Dry beer.
The hero 60 second TVC features students, under the watchful eye of Master Dry, dedicating themselves to a belief system based on the uncomplicated, easy-drinking profile of Carlton Dry.
Throughout the television spots, Master Dry is seen enlightening his students on the philosophy of Carlton Dry while they undertake rigorous training to be more like the beer such as, walking on water, balancing on top of beer cans, and pulling out bottles from troughs of ice.
Created by Special Group Australia, the integrated Carlton Dry campaign will run across TV, out-of-home, digital, radio and social.
Sarah Wilcox, Carlton Dry Marketing Manager said: “When we talk to our consumers, they tell us that Carlton Dry is the most easy-drinking beer on the market, super-refreshing with an uncomplicated taste profile, and that’s why they love it. Carlton Dry has been masterfully brewed, to strip itself of unnecessary complications.
Vincent Osmond and Jade Manning, Creative Directors, Special Group Australia, said: “There’s a lot we can learn from the principles of Carlton Dry; being balanced, smooth and never bitter. I mean, who wouldn’t want to live like that? “It makes sense to base a whole way of life on the principles of the beer. It also creates a tongue-in-cheek narrative that allows us to seamlessly reinforce the attributes of Carlton Dry.
Creative Agency: Special Group Australia
Founding Partner: Lindsey Evans
Founding Partner: Cade Heyde
Strategy Partner: Dave Hartmann
CCO & Partner: Julian Schreiber
CCO & Partner: Tom Martin
Creative Directors: Jade Manning, Vincent Osmond
Senior Creatives: Harry Stanford, Nick Plomp
Designer: Liam Kenny
Team Lead: Tori Lopez
Business Director: James Steer
Business Director: Laura Little
Executive Producer: Paul Johnston
Head Of Production: Nick Lilley
Client: Carlton & United Breweries
General Manager – Marketing: Brian Phan
Acting Head of Contemporary Brands: Antonia Ciorciari
Carlton Dry Marketing Manager: Sarah Wilcox
Carlton Dry Brand Manager: Deanna Christian
Cultural Production Specialist: Maria Tran
Production Company: Goodoil Films
Director: Adam Gunser
Executive Producer: Sam Long
Producers: Andrew McLean, Katie Kempe
Director of Photography: Ginny Loane
Offline edit : The Editors / Mark Burnett
Post Production: Blockhead VFX
Music and Sound House: Rumble Studios
Executive Producer: Michael Gie
Sound Engineer: Tone Aston / Cam Milne
Production Company: Louis&Co
Photographer: Mat Baker
Retouching: The Bakery Retouching
Media agency: PHD & Cubhouse
Please login with linkedin to commentcarlton
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]