Inviting a new generation of drinkers to an absurd land.
An exotic provenance story is often the key ingredient in successful beer advertising. With this in mind, Carlton Dry’s new brand platform, launched this week via Clemenger BBDO, welcomes you to Drylandia - the home of Carlton Dry.
The new campaign, Imported from Drylandia, introduces an eccentric, faraway world with flying long horses, mystical portals, roll-neck skivvies, and its number number one export, Carlton Dry. It’s 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.
The visual world of Drylandia was built over a 12-week collaborative production process that spanned across the globe, including 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, said the company 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," said McMillan.
Richard Williams, executive creative director at Clemenger BBDO, said 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,” he said.
Imported from Drylandia launched on Sunday 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 Supervisor: 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-Lead: 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
