Carlton Draught celebrates its ‘Amber Jubilee’ with year-long campaign
Carlton Draught is celebrating its 150th anniversary with a yearlong campaign which seeks to remind Australians to head back to their local pup to celebrate the brand’s “Amber Jubilee”.
https://www.youtube.com/watch?v=O1Kj2gQPfVY
The campaign, created by Clemenger BBDO Melbourne, introduces the term “Amber Jubilee” and aims to remind audiences of “the great Australian tradition of sharing a draught beer with mates in the front bar of their local”.
CUB general manager of marketing Andrew Meldrum said: “We thought 150 years of beer is worthy of a jubilee, and given it’s beer, we thought why not an Amber Jubilee.”
Carlton Draught are also searching for the best 150 Australian pub stories, for which the brand will give the best stories a commemorative plaque plus $150 to put over the bar.
“We’re looking for all stories big and small; it might be the one about the kangaroo called Joe Joe who used to hop in to a bar in Gippsland for a cheeky pot of Carlton once in a while, or the time David Bowie filmed ‘Let’s Dance’ in the public bar – whatever the story, we want to hear it,” said Meldrum.
An official portrait was also commissioned to mark the Amber Jubilee, with it featured alongside a full exhibition of memorabilia that will be open to the public at the Carlton Brewhouse in Abbotsford, Melbourne until the end of April.
Complementing the campaign, which will run all year, will be a limited edition heritage brew made available in selected pubs, commemorative products for the retail trade and a social media campaign running throughout the year that will focus on celebrating the Amber Jubilee.
https://www.youtube.com/watch?v=3kIWUmI5vjU
https://www.youtube.com/watch?v=X_JFJiOtQUA
Credits:
- Executive Creative Director Ant Keogh
- Creative Directors Rich Williams and Ant Phillips
- Art Director David Klein
- Copywriter Anthony Moss
- Copywriter
Benn Sutton - Planning Director Michael Derepas
- Planner
Matt Pearce - Group Account Director Adrian Mills
- Senior Account Director Nick Cohen
- Account Manager Celeste Baer
- Account Executive John Stowell
- Account Executive Bianca Shah
- Agency Producer – TV Cindy Phillips
- Agency Producer – Print Nick Short
- Agency Producer – Digital Gemma Seeto
- Designer
Jay Chapman - PR agency
Liquid Ideas
TV Production
- Director Grantley Smith
- DOP/Cinematographer Geoffrey Hall
- Offline Editor Marty Gilchrist
- Online Editor The Pixel Kitchen
- Music Composer Fanfare Trumpet (end frames) Marcus McLaughlin
- Post Production Company The Pixel Kitchen
- Producer
Jeremy Flynn - Executive Producer Cory Esse
- Production Company Exit Films
- Sound Design/Engineer Paul Le Couter
- Sound House
Flagstaff Studios - Painter
Daniel Smith
Clients
- General Manager of Marketing Andrew Meldrum
- Marketing Manager Alastair McCausland
- Brand Manager
Hayden Turner - Assistant Brand Manager Laura King
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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