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Pure Blonde Organic: A Touch More Pure

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Carlton & United Breweries' Pure Blonde Organic Lager has launched a new brand platform, encouraging Australians to be 'A Touch More Pure' via Clemenger BBDO, Melbourne. To celebrate the fact that Pure Blonde Organic Lager is now brewed with all-natural ingredients, the new positioning makes light of the insight that it’s hard to be good. The campaign launches with a film set in a remote mountainside retreat, featuring a motley crew of villains as they undertake a journey to being a touch more pure, whether it be a vampire doing human-free Mondays, a galactic emperor recycling what’s left of the enemy bases he destroys or a devilish character committing to only buying products that are certified organic. The campaign is supported by OOH, radio, trade and social activities, a full packaging re-design across all Pure Blonde Organic Lagers and Cider, and a national promotion later in the year.
Credits Other credits

Media agency: PHD

Social: CUBHouse

Production Company: Scoundrel

Cinematographer: Shelley Farthing Dawe

Character Design & Prosthetics Artists: Odd Studio

Costume Designer: Paula Ryan

Production Designer: Sam Lukins

Makeup Artists: Matt Hornby & Jenny Roberts

Casting: i4 Casting

Editor: Adam Wills

Post Production: Alt VFX

VFX Lead / Supervisor: Dave Edwards

Dove end frame CG animation: Blockhead VFX

Sound: Rumble Studios

Sound designer: Tone Aston

Client: Carlton & United Breweries

Brian Phan – General Manager, Marketing

Antonia Ciorciari – Head of Brand – Contemporary

Zac Gelman – Senior Marketing Manager, Pure Blonde

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