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Carlton Dry: Food


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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.
Credits Other credits

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

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