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Clemenger BBDO Melbourne and Carlton Dry Ask Australians to Underthink It

Creative 289 Add to collection

Campaign introduces Aussies to a crack team of 'Underthinkers' who solve life's most overthought problems

Clemenger BBDO Melbourne and Carlton Dry Ask Australians to Underthink It
Clemenger BBDO Melbourne and Carlton United Breweries have launched a new brand campaign for Carlton Dry, called '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. 

Says Evan Roberts, executive creative director, Clemenger BBDO, Melbourne: "In this increasingly complicated world, Carlton Dry offers us simplicity. Smooth, refreshing simplicity." 

Says Paul Reason, head of contemporary brands at Carlton United Breweries: "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.
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Post Production / VFX

Post Production Company: The Institute of Post Production & FINCH VFX

Production Company

Director: Alex Roberts

DOP: Matt Toll

Managing Director: Corey Esse

Producer: Kate Merrin

Production Company: FINCH

Production Designer: Lucinda Thomson

Digital Production Company

Colourist: Martin Greer


Sound Design: Flagstaff Studios

Sound Engineer: Paul Le Couteur


Editor: Michael Houlahan

Online Editor: Jamie Scott

Creative Agency

Business Manager: Luke Slater

Creative Agency: Clemenger BBDO Melbourne

Creative Chairman: James McGrath

Digital Planner: (Director) Neville Doyle

Executive Creative Director: Evan Roberts, Stephen de Wolf

Executive Producer: Sonia Von Bibra

Group Account Directors: Adam Kennedy

Planning Director: Mike Derepas

Project Director: Alicia Lowndes

Senior Creative: Adam Barnes, Jonty Bell, Nick Jamieson

Senior Producer: Lauren Anderson and Lisa Moro


Advertiser: Carlton United Breweries

Genres: Comedy

Categories: Beers, Alcoholic Beverages

Clemenger BBDO Melbourne, Tue, 01 Aug 2017 02:29:23 GMT