Carlton asks, have you ever had a Dry Dream?
Thelatest campaign for Carlton Dry, ‘Dry Dreams’ – a Cannes Lion contenderfor sure – has just gone to air. It features an attempt atbreaking the land speed record for rubber chicken racing, showjumpingon an elephant and skeet shooting with a real tank (complete with liveammunition).
Ant Keogh, Creative Director, Clemenger BBDO Melbourne, explains that this campaign is a kindof evolution of last year’s Team Dry work – the work that set thestandard for the fine art of doing nothing: “It’s about those ideas youhave with your mates at two o’clock in the morning; dreams that inspireyou but rarely ever see the light of day – many times for good reason.We thought to ourselves, ‘What if Carlton Dry could help people makethem real?” Keogh said.
Thecampaign asks blokes, “Have you ever had a Dry Dream?” and challengesthem to send in their most hare-brained ideas for the chance at havingCarlton Dry help make them a reality.
For the TVCs, theworld’s first Rubber Chicken Rocket Car was built in an attempt tobreak the land speed record (for a rubber chicken). The Guinness Bookof Records is currently reviewing this as a new category. Adecommissioned Argentinean tank was brought back to life for SkeetShooting in a Tank – which uses clay discs as big as truck tires. Andthe pomp
and pageantry of elite equestrian competition istransformed into an extreme sport with an elephant used in theshowjumping arena.
Vincent Ruiu, Group Marketing ManagerCarlton Brands, says the brand’s phenomenal sales growth is a directresult of Carlton’s respect for their drinkers’ right to do nothing:”For the average 20 year old, life’s about now, not tomorrow, not nextweek – it’s all about now. We’re tapping into the fun they’re trying tofind on a daily, and sometimes hourly, basis,” said Ruiu.
Carlton Dry Dreams is a multi-million dollar campaign encompassing mass ATL activity, the
websitewith online support, two national on-pack promotions and on-premiseevents Carlton Dry’s stats are impressive. A truly national brand, itsstrongest markets are WA and NSW. The brand has grown 58% in volumeterms and is the fastest growing beer (in percentage terms) in the top20 beers in Australia (based on value).* In fact, Carlton Dry hasdoubled in size (volume) in the past 18 months.** The campaign willalso include Australia’s leading flavoured beer – Carlton Dry FusionLime.
AGENCY CREDITS
Clemenger BBDO Melbourne
Executive Creative Director: James McGrath
Creative Director: Ant Keogh
Senior Art Director: Cameron Harris
Senior Copywriter: Seymour Pope
Craft: Musonda Katongo
Senior Producer: Sevda Cemo
Account Director: Michael McKeown
PRODUCTION CREDITS
Blink Productions
Director: Ben Wheatley
DOP: Ben Joiner
Producer: Claire Jones
Photographer: Chris Tovo
Editor: Pete Sciberras, The Butchery
Visual Effects: Iloura
Flame Artist: Chris Betteridge
Sound Engineer: Paul Le Couteur, Flagstaff Studios
Music composition: Cornel Wilczek, Level Two Music