Clemenger BBDO, Melbourne has teamed up with one of the directors of Flight of the Conchords, Taika Waititi to produce a series of new ads for Carlton Dry that launch today to show audiences what it means to say #HelloBeer.
Brought to life by four inventive house mates, the Carlton Dry #HelloBeer spots aim to be a celebration of everything the brand represents - kicking back with mates and having a good time.
VIEW THE SPOTS
Says CUB general manager Carlton Dry, Andrew Meldrum: "The Carlton Dry
brand is about fun, and the 'Hello Beer' construct is about welcoming
the possibilities that exist when mates get together and get a bit
inventive. This summer we're taking the campaign from stills into moving
pictures which will help to broaden our presence in digital, cinema and
TV.
"We think the spots have a fresh, fun feel and we hope our
drinkers will relate to some of the scenarios. Perhaps upside down
dancing will become mainstream? If so, our apologies."
Waititi -
who wrote, directed, and acted in New Zealand's highest grossing local
film of all time, 'Boy', worked with the team at Clemenger BBDO
Melbourne to produce the series of eight ads that are seen in 15 and
30-second formats.
Says Ant Keogh, ECD of Clemenger BBDO
Melbourne: "With these ads, the idea was to entertain first, but in a
way that ensured you remembered the brand."
The ads will be
released this summer through television, digital, YouTube pre-roll, STV
and will be shown in cinemas at screenings for the movie Anchorman 2.
The
ads are a precursor to what is set to be a big summer for Carlton Dry
who will be back at major music festivals across Australia including Big
Day Out, The Falls Festival and Southbound.
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Senior Creative: Nic Buckingham
Senior Creative: Russell Fox
Executive Producer: Sonia von Bibra
Managing Partner: Paul McMillan
Account Director: Nick Darrigan
Account Executive: Chris Baker
Planning Director: Michael Derepas
Planner: Matt Pearce
Production Company: Curious Films
Director: Taika Waititi
Executive Producer: Matt Noonan
DOP: DJ Stipsen
Post Production: The Refinery
Editor: Tom Eagles @ Curious
Audio: Flagstaff Studios
Media agency: Mediacom Melbourne
General Manager of Marketing: Andrew Meldrum
Marketing Manager: Michael McKeown
Brand Manager: Robin Elder
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