Carlton Draught celebrates its Amber Jubilee in a new campaign via Clemenger BDDO, Melbourne

| | 7 Comments

FOS6117_02_OfficialPortrait_5k_RGB.jpgThis year marks an enormous milestone for Australia’s number one draught beer as Carlton Draught (and the Carlton Brewery) celebrates its 150th Anniversary.

 

To commemorate this event, CUB general manager of marketing, Andrew Meldrum said Carlton Draught is embarking on a yearlong campaign via Clemenger BBDO, Melbourne to remind Australians to head back to their local pub and has coined a term specifically for the occasion.

 

FOS6119_1080x1920px_CD_jubilee_Screen_V01.jpgSays Meldrum: “We thought 150 years of beer is worthy of a jubilee, and given it’s beer, we thought why not an Amber Jubilee.”

 

Kicking off the campaign today, Carlton Draught is throwing its support behind pubs and encouraging drinkers to head back to their local,FOS6117_01_JubileePlate_5k_RGB.jpg starting with the launch tonight of three new TVCs. The spots announce the Amber Jubilee and remind people of the great Australian tradition of sharing a draught beer with mates in the front bar of their local.

 

Alongside the TVCs, the Amber Jubilee celebrations will see Carlton Draught reminding people of all that’s great about pubs across Australia. This includes the collection of 150 of the greatest Australian pub stories, ‘pot and parma’ deals and specially designed retro Amber Jubilee barmats and beer coasters.

 

Carlton Plaque Wall_cropped.jpgThe top 150 pub stories will each receive a commemorative plaque to immortalise the yarn in Australian pub-lore plus a $150 to put over the bar and hopefully create some more stories.

 

Says Meldrum: “We’re looking for all stories big and small; it might be the one about the kangaroo called Joe Joe who used to hop in to a bar in Gippsland for a cheeky pot of Carlton once in a while, or the time David Bowie filmed ‘Let’s Dance’ in the public bar – whatever the story, we want to hear it.”

Carlton Draught has FOSV559H Carlton Draught - Amber Jubilee - Pot 03.jpgalso commissioned the painting of an official portrait – “Beer in a Pub” – to mark the Amber Jubilee. The original painting will be featured alongside a full exhibition of memorabilia that will be open to the public at the Carlton Brewhouse in Abbotsford, Melbourne until the end of April 2014.

 

The Amber Jubilee celebration will continue for the remainder of the year. In addition to the TVCs which will air nationally on free to air and subscription television, there will be a limited edition heritage brew made available in selected pubs, commemorative products for the retail trade and a social media campaign running throughout 2014 that will focus on celebrating the Amber Jubilee.

 

Executive Creative Director: Ant Keogh

Creative Directors: Rich Williams and Ant Phillips

Art Director: David Klein

Copywriter: Anthony Moss

Copywriter: Benn Sutton

Planning Director: Michael Derepas

Planner: Matt Pearce

Group Account Director: Adrian Mills

Senior Account Director: Nick Cohen

Account Manager: Celeste Baer

Account Executive: John Stowell

Account Executive: Bianca Shah

Agency Producer – TV: Cindy Phillips

Agency Producer – Print: Nick Short

Agency Producer – Digital: Gemma Seeto

Designer: Jay Chapman

PR agency: Liquid Ideas

 

TV Production

Director: Grantley Smith

DOP/Cinematographer: Geoffrey Hall

Offline Editor: Marty Gilchrist

Online Editor: The Pixel Kitchen

Music Composer: Fanfare Trumpet (end frames) Marcus McLaughlin

Post Production Company: The Pixel Kitchen

Producer: Jeremy Flynn

Executive Producer: Cory Esse           

Production Company: Exit Films

Sound Design/Engineer: Paul Le Couter

Sound House: Flagstaff Studios

Painter: Daniel Smith

 

Client – CUB

General Manager of Marketing   Andrew Meldrum

Marketing Manager: Alastair McCausland

Brand Manager: Hayden Turner

Assistant Brand Manager: Laura King