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
