Carlton asks, have you ever had a Dry Dream?
The latest campaign for Carlton Dry, ‘Dry Dreams’ – a Cannes Lion contender for sure – will launch on Sunday night, featuring an attempt at breaking the land speed record for rubber chicken racing, showjumping on an elephant and skeet shooting with a real tank (complete with live ammunition).
Ant Keogh, Creative Director, Clemenger BBDO Melbourne, explains that this campaign is a kindof evolution of last year’s Team Dry work – the work that set thestandard for the fine art of doing nothing: “It’s about those ideas youhave with your mates at two o’clock in the morning; dreams that inspireyou but rarely ever see the light of day – many times for good reason.We thought to ourselves, ‘What if Carlton Dry could help people makethem real?” Keogh said.
The campaign asks blokes, “Have you ever had a Dry Dream?” and challenges them to send in their most hare-brained ideas for the chance at having Carlton Dry help make them a reality.
For the TVCs, the world’s first Rubber Chicken Rocket Car was built in an attempt to break the land speed record (for a rubber chicken). The Guinness Book of Records is currently reviewing this as a new category. A decommissioned Argentinean tank was brought back to life for Skeet Shooting in a Tank – which uses clay discs as big as truck tires. And the pomp
and pageantry of elite equestrian competition is transformed into an extreme sport with an elephant used in the showjumping arena.
Vincent Ruiu, Group Marketing Manager Carlton Brands, says the brand’s phenomenal sales growth is a direct result of Carlton’s respect for their drinkers’ right to do nothing: “For the average 20 year old, life’s about now, not tomorrow, not next week – it’s all about now. We’re tapping into the fun they’re trying to find on a daily, and sometimes hourly, basis,” said Ruiu.
Carlton Dry Dreams is a multi-million dollar campaign encompassing mass ATL activity, the
website with online support, two national on-pack promotions and on-premise events Carlton Dry’s stats are impressive. A truly national brand, its strongest markets are WA and NSW. The brand has grown 58% in volume terms and is the fastest growing beer (in percentage terms) in the top 20 beers in Australia (based on value).* In fact, Carlton Dry has doubled in size (volume) in the past 18 months.** The campaign will also include Australia’s leading flavoured beer – Carlton Dry Fusion Lime.
AGENCY CREDITS
Clemenger BBDO Melbourne
Executive Creative Director: James McGrath
Creative Director: Ant Keogh
Senior Art Director: Cameron Harris
Senior Copywriter: Seymour Pope
Craft: Musonda Katongo
Senior Producer: Sevda Cemo
Account Director: Michael McKeown
PRODUCTION CREDITS
Blink Productions
Director: Ben Wheatley
DOP: Ben Joiner
Producer: Claire Jones
Photographer: Chris Tovo
Editor: Pete Sciberras, The Butchery
Visual Effects: Iloura
Flame Artist: Chris Betteridge
Sound Engineer: Paul Le Couteur, Flagstaff Studios
Music composition: Cornel Wilczek, Level Two Music
35 Comments
Nice work Mus. Have you taken “craft” to the limit?!?!?
Fuuuuuuuuuuuuuuuuuuuuuuuck.
Awesome work.
Awesome evolution. Dry Dreams is a hysterical idea. Just made me wet.
I like it. I like it a lot
Oh fuck. Way too funny. And getting ‘dry dreams’ into an ad – you can cross that one off the list.
Here’s to dry dreams and wet farts…
Fantastic work. Blows all others out of the water.
this makes me want to drink beer
Fuck yeah!!
About the only thing wrong with this is the fact I didn’t do it.
awesome
Nice work Cam & Sey. Love you guys man.
These are really good ads. Great line, great production, lovely direction.
My Dry Dream is to get my name on these ads.
Nice work guys. Well produced and shot.
Pepsi Max?
Love “Dry Dreams” though.
siiiccckkkk editing….. fucking sick editing.
did they really need an overseas director > ?
obviously bloody good work.. but i couldnt help but thinking…
not very ‘beer-like’ conversations.
much more spliff-like.
Incredible Work guys – awesome
Wow. That was three shades of gay.
Yip, like them. Hats off to getting ‘Dry Dreams’ into an ad.
Dig it.
7:53 PM
yes, yes they did
Ben Wheatley is awsome
get off the blog cam.
Yes great concept and add but this is the web site I got when I googled to enter the competetion. Who stuffed that part up?
Go Ben Wheatley! Always loved your stuff!!!!!!!!!! Amazing Wizards forever!!!
I like wet dreams better.
funny shit. nice work.
Well done all involved. Very nice.
Get off the blog Ben & Claire. This is for locals to comment.
Hope to catch up and play at Cannes.
A really nice idea with amusing first executions and lots and lots of potential, but most importantly an idea that comes from the brand. That’s the clever bit. Otherwise it’d be just another beer ad about which your average punter would say ‘Did you see that cool ad for that beer, um I think it was for (mumbles)…” Only possible mix-up could come from Tooheys, but there’s no patent on the word ‘Dry’. All in all, a very professional job. Tonight, 4 stars. Yes, and 4 and a half from me.
I just had a dry dream in my pants watching this.
Anyone got any wet tissues?
When the work is 100% great, the comments are 100% positive.
That’s the Blog Rule.
I am gonna have a beer now.
We would love to join you in the spa at Cannes too.
Wu luuurve winners!
What has happened to the slogan recently? The tagline seems to have changed to ‘live the dream’.