Two beer campaigns have launched today – Carlton & United Breweries’ Pure Blonde Organic Lager campaign by Clemenger BBDO Melbourne and Lion’s campaign by Ogilvy Sydney in partnership with Merivale. It’s Christmas in Australia!!
Clemenger’s campaign has a product asset – Pure Blonde Organic Lager is now brewed with all-natural ingredients, and the new positioning plays with the insight that it’s hard to be good.
Australian creatives must be longing for a remote getaway, this commercial, like Special Group’s Carlton Dry spot which launched a month ago, is set in a mountainside retreat. This time the retreat is filled with a motley crew of villains who confess to their attempts to be more pure. Of course, this includes drinking Pure Blonde Organic Lager. The TVC was preceded a few weeks ago by a series of radio spots in the same vein, and the campaign is also supported by OOH, 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.
The 60-second film, directed by Tim Bullock, is accompanied by a 15-second cutdown.
Pure Blonde senior marketing manager, Zac Gelman, commented, “This is a massive year for Pure Blonde and we’re excited and proud to share our new campaign made with Clems. We hope it will make punters laugh, think and hopefully go out and try a delicious Pure Blonde Organic Lager.”
Clemenger BBDO Melbourne executive creative director, Jim Curtis, added, “Wrestling with the lofty task of being entirely good is something we can all relate to. Which is why whether you’re a vampire, cosmic overlord, demon or even a Collingwood supporter — drinking Pure Blonde Organic Lager with all-natural ingredients, is a good place to start.”
Creative Agency: Clemenger BBDO Melbourne
Production Company: Scoundrel
Director: Tim Bullock
Executive Producer: Adrian Shapiro
Producer: Morgan Benson-Taylor
DOP: 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
Media Agency: PHD
Client: Carlton & United Breweries
General Manager, Marketing: Brian Phan
Head of Brand – Contemporary: Antonia Ciorciari
Senior Marketing Manager, Pure Blonde: Zac Gelman