An exotic provenance story is often the key ingredient in successful beer advertising. So Clemenger BBDO and Carlton Dry introduce Aussies to Drylandia, the home of Carlton Dry – an eccentric, faraway world with flying long horses, mystical portals, roll-neck skivvies, and its number #1 export, Carlton Dry.

The new campaign is a parody of our own world. If it exists here, it exists in Drylandia. Only it’s a little crazier. Drylandia invites a new generation of drinkers to an absurd land. Madcap humour is the other key ingredient often successful in beer advertising.

The visual world of Drylandia was built by creative agency, Clemenger BBDO; production company, Revolver; visual effects experts, BaconX in Copenhagen; and Swedish director, Andreas Nilsson.

Nicole McMillan, general manager of marketing at Carlton & United Breweries, commented, “We wanted to create a campaign that evokes the same sense of fun that Carlton Dry does. What better way to do that than to imagine the distant land of Drylandia.”

“There’s something about beer that comes from an exotic place. We thought it was a wonderful opportunity to remind drinkers that Carlton Dry comes from an exotic place too…. sort of,” added Richard Williams, executive creative director, Clemenger BBDO.

Imported from Drylandia launched on Sunday, August 13 across TV, radio, social, digital, OOH, cinema, gaming, sponsorship and activation.

Credits:

Client: Carlton & United Breweries
General Manager of Marketing: Nicole McMillan
Head of Contemporary Brands: Ben Eyles
Marketing Manager: Stephen McWilliams
Brand Manager: Felicity Smith

Agency: Clemenger BBDO

Production Company: Revolver
Director: Andreas Nilsson
Managing Director & Co-Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Producer: Caroline Kruck
DOP: Stefan Duscio
Production Designer: Damien Drew
Editor & On Set VFX: Scott Stirling
Costume: Matt Stegh
Casting: Peta Einberg Casting

Post Production & VFX: Bacon X
Creative Director: Jonas Drehn
VFX Supervisors: Thomas Haas-Christensen & Jonas Drehn
Concept Artist: Ditte Marie Ludvigsen
Executive Producer: Eliana Carranza-Pitcher
HoP: Cilie Kragegaard
Senior VFX Producer: Lars Wagner
On Set VFX Supervisor: Jonas Drehn
On Set VFX Assistant: Scott Stirling
Compositors: Jacob Carlsson, Kai Hauswirth & Lukas Remis
CG-Leads: Thomas Haas-Christensen & David Ryberg Lessel
CG Artists: Arthur Dalvig, Asger Langhoff, Julia Forsman, Mike Pedersen, Rickard Didriksson & Tobias Ipsen
Digital Matte Painting: Emma Bielokostolská
Colourist: Sam Gilling
Conform: Oliver Wozny/ Søren Knudsen

Sound House: Rumble
Composer: Jeremy Richmond
Partner, Creative Director & Sound Engineer: Tone Aston
Partner & Executive Producer: Michael Gie