Clems Melbourne Unveils Latest Work For Carlton Dry

Clems Melbourne Unveils Latest Work For Carlton Dry

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.


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

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