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 in a new campaign developed by Special Group Australia and directed by Kiwi director Adam Gunser of Good Oil.
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, shot in Queenstown, 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.
The integrated Carlton Dry campaign will run across TV, out-of-home, digital, radio and social.
Says Sarah Wilcox, marketing manager, Carlton Dry: “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.
Says Vincent Osmond and Jade Manning, creative directors, Special Group Australia: “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
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