Carlton Draught – Total Epic Experience

2005 – Big Ad. An epic send-up of big budget ads, featuring a cast of thousands. Song lyrics: “It’s a big ad / very big ad/ it’s a big ad we’re in./ It’s a big ad/ my God it’s big/ can’t believe how big it is/ it’s a big ad for Carlton Draught / It’s just so freaking huge! / It’s a big ad/ expensive ad! / This ad better sell some bloooooody beer.

The making of Carlton Draught’s Big Ad

Advertising Agency: George Patterson Y&R
Executive Creative Director: Cezary Skubiszewski
Creative Director: James McGrath
Copywriter: Ant Keogh
Art Director: Grant Rutherford
Director: Paul Middledich
Production Company: Plaza Films, Sidney

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2007 – FlashBeer. A send up of 80’s dance movies, specifically the film Flashdance.

Advertising Agency: George Patterson Y&R
Executive Creative Director: Barry Stewart
Creative Director: James McGrath
Copywriter: Ant Keogh
Art Director: Grant Rutherford
Director: Paul Middledich
Production Company: Plaza Films, Sidney

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2008 – SkyTroop. Miles above a sports stadium, a massive cargo plane jettisons a 50-foot-high steel ‘glass’ of Carlton Draught which tumbles earthward. From this vessel, hundreds of guys wearing bright yellow jumpsuits parachute out creating various formations to an adoring crowd below. The team land successfully; however the massive ‘glass’ misses the stadium and goes on to wreak havoc in the surrounding suburbs. Cut to a “pack shot”: the 50 foot glass of Carlton Draught jammed into the side of a house. Tagline: Made from beer.

Advertising Agency: Clemenger BBDO Melbourne
Executive Creative Director: Nigel Scott/Michael Hedges
Copywriter: Ant Keogh
Art Director: Grant Rutherford
Director: Paul Middledich
Production Company: Plaza Films, Sidney

SkyTroop AFL Aerial Footy. Carlton Draught Skytroop take footy to new heights in the AFL’s 150th year

Drop The Bomb, the interactive promotion



Describe the objective of the promotion
After Carlton Draught’s success with the ‘Skytroop’ TVC, we were asked to create an interactive promotion, which leveraged this imagery.
Describe how the promotion developed from concept to implementation
Contestants donated their crappy old car (the ‘bomb’) during a two week radio promotion hosted by Australia’s most popular drive-time radio team, “Hamish and Andy”. The audience decided the winner (Gill) by voting online on the worst ‘bomb’. A second contestant (Bill) was chosen via an on-pack promotion. It was Bill’s job to decide when to drop Gill’s car out of a plane flying at 14,000 feet. The deal was, if he hit a 1km target on the ground, he won $100,000. If he missed, he and Gill got nothing.
Describe the success of the promotion with both client and consumer including some quantifiable results
Highest March sales in history. Every free-to-air national news show aired the story at prime time.
$1.29 million of unpaid media was acheived. For two days Hamish & Andy devoted their entire two hour, prime-time show to the promotion.
Daily audience: 992,000. New records for the Hamish & Andy show. 200,000 video downloads in two days. 1,230,000 unique web impressions over a three day period. On pack entries: 53,748. Cars donated: 163
Explain why the method of promotion was most relevant to the product or service
Promoted on in-store posters, cartons and the web, the contestants entered online using a unique code found on Carlton Draught cartons. On the day of the drop, six 90 second webisodes streamed live from the Hamish and Andy website, watched by 992,000 people each day. Viral films followed online. The target market was 18 to 40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Carlton Draught has begun to be synonymous with large scale, funny, dumb stunts.

Advertising Agency: Clemenger BBDO Melbourne
Executive Creative director: James McGrath
Copywriter: Ant Keogh
Art Director: Grant Rutherford
Director: Ant Keogh/Karl Von Moller
Production Company: Hub Plus

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2007/2008/2009/2010 – Carlton Draught Plastic Cup promotion





Describe the objective of the promotion
After Carlton Draught’s success with the “Big Ad” (which featured thousands of men in robes running around a field carrying beer), we were asked to create an interactive promotion, which leveraged this imagery.
Describe how the promotion developed from concept to implementation
We devised a national media event to rival the famous Melbourne Cup Horse Race. Our team negotiated with the Spring Racing Board to stage a tongue-in-cheek race during what is considered a prestigious horse racing carnival. “The Carlton Draught Plastic Cup” was created.
A televised event, 18 contestants competed for $100,000 first place prize money. They were disqualified if they finished the race with less than 200ml of beer in their plastic cup. Held on the home-straight, it has become the largest prize for any foot race in Australia.
Explain why the method of promotion was most relevant to the product or serviceE
Carlton Draught is the sponsor of the Spring Racing Carnival. We hijacked the event, which our target audience was already attending, and leveraged the brand’s values: being real and down to earth. The target market was 18–40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Promoted on in-store posters, cartons, the web and television, the campaign also received $3.5m in free TV & radio media support. Contestants entered using an SMS code found on Carlton Draught cartons. Qualifiers won a place in the race and the chance to win the $100,000.

Advertising Agency: Clemenger BBDO Melbourne
Executive Creative director: James McGrath
Copywriter: Ant Keogh
Art Director: Grant Rutherford

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2010 – Carlton Draught – Magnatron promotion



Clemenger BBDO, Melbourne built Australia’s biggest game outside Australia’s biggest game. Constructed in front of the famous MCG stadium, Magnatron was a ten-story high 42-ton version of a ‘skill tester’ arcade game. With a 30 metre high crane and a giant electromagnet. Over a $100,000 in prizes were contained within a 20 metre prize box in 14 custom-built prize cages. Winners were elevated 8 metres into the air in a scissor lift, where using controls identical to what youâd find on a regular skill tester, they controlled the movement of the crane and triggered the decent of the magnet. 100,016 people who attended the Grand Final saw the spectacle of a 1.5 ton Toyota Hilux being lifted twenty-eight metres into the air. Not to mention the 3.4 million who saw it on live television.

Advertising Agency: Clemenger BBDO, Melbourne
Account Director: Michael McKeon
Executive Creative Director: Ant Keogh
Art Director: Seymour Pope
Copywriter: Luke Thompson
Exec Agency Producer: Sonia Von Bibra
Producer: Jason Byrne
Experiential Agency: Traffik
Photographer: Alex Aslangul

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2011 – Slow Mo