Carlton Dry actually imported from Drylandia, new creative from Clemenger reveals
Carlton & United Breweries may lose their ‘made in Australia’ status if their new commercials are to be believed.
According to sci-fi-inspired creative by Clemenger BBDO, Carlton Dry is actually imported from a faraway land named Drylandia: a desolate, Dune-style landscape, where ten-metre-long horses fly through a series of floating portals, and bottles of Carlton Dry hover, offering relief from the heat.
The impressive visuals were built over three months, a combination of work from creative agency Clemenger BBDO, production company Revolver, visual effects experts BaconX in Copenhagen, and Swedish director Andreas Nilsson.
“We wanted to create a campaign that evokes the same sense of fun that Carlton Dry does,” explained Nicole McMillan, general manager of marketing at Carlton & United Breweries.
“What better way to do that than to imagine the distant land of Drylandia?”
Richard Williams, executive creative director of Clemenger BBDO, added: “There’s something about beer that comes from an exotic place. We thought it was a wonderful opportunity to remind drinkers that Carlton Dry comes from an exotic place too…. sort of.”
Imported from Drylandia launched on Sunday across TV, radio, social, digital, OOH, cinema, gaming, sponsorship, and activation.
https://youtu.be/ZS79h4kK0QU
Credits:
Client: Carlton & United Breweries
General Manager of Marketing: Nicole McMillan
Head of Contemporary Brands: Ben Eyles
Marketing Manager: Stephen McWilliams
Brand Manager: Felicity Smith
Agency: Clemenger BBDO
Production Company: Revolver
Director: Andreas Nilsson
Managing Director/ Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Caroline Kruck
DOP: Stefan Duscio
Production Designer: Damien Drew
Editor & On Set VFX: Scott Stirling
Costume: Matt Stegh
Casting: Peta Einberg Casting
Post Production/ VFX: Bacon X
Creative Director: Jonas Drehn
VFX Supervisor: Thomas Haas-Christensen/ Jonas Drehn
Concept Artist: Ditte Marie Ludvigsen
Executive Producer: Eliana Carranza-Pitcher
HoP: Cilie Kragegaard
Senior VFX Producer: Lars Wagner
On Set VFX Supervisor: Jonas Drehn
On Set VFX Assistant: Scott Stirling
Compositors: Jacob Carlsson, Kai Hauswirth, Lukas Remis
CG-Lead: Thomas Haas-Christensen, David Ryberg Lessel
CG Artists: Arthur Dalvig, Asger Langhoff, Julia Forsman, Mike Pedersen, Rickard Didriksson, Tobias Ipsen
Digital Matte Painting: Emma Bielokostolská
Colourist: Sam Gilling
Conform: Oliver Wozny/ Søren Knudsen
Sound House: Rumble
Composer: Jeremy Richmond
Partner/ Creative Director/ Sound Engineer: Tone Aston
Partner/ Executive Producer: Michael Gie
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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Well, it has been 15 years since they did a very similar thing for Pure Blonde (“From A Place Much More Pure Than Yours”).
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