Clemenger BBDO Melbourne and Carlton United Breweries have launched a new brand campaign for Carlton Dry, 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.
Media: TV
Category: Drinks, alcoholic
Client: Carlton & United Breweries
Agency: BBDO, Melbourne
Production: FINCH
Country: Australia
Director: Alex Roberts
Creative Chairman: James McGrath
Executive Creative Director: Evan Roberts
Executive Creative Director: Stephen de Wolf
Senior Creative: Adam Barnes
Senior Creative: Jonty Bell
Senior Creative: Nick Jamieson
Producer: Lauren Anderson
Producer: Lisa Moro
Producer: Kate Merrin
Executive Producer: sonia von bibra
Executive Producer: Corey Esse
DoP: Matt Toll
Shopper Creative Lead: Nick Jamieson
Group Account Director: Adam Kennedy
Project Director: Alicia Lowndes
Project Manager: Caroline Scott
Business Manager: Luke Slater
Planning Director: Mike Derepas
Digital Planning Director: Neville Doyle
Prod Designer: Lucinda Thomson
Editor: Michael Houlahan
Colourist: Martin Greer
Online: Jamie Scott
Post House: The Institute of Post Production & Finch VFX
Sound House: Flagstaff Studios
Sound Engineer: Paul Le Couteur