|Industry||Beers and Ciders|
|Agency||Clemenger BBDO Melbourne|
|Creative Group Head||James Mcgrath|
|Executive Creative Director||Evan Roberts, Stephen De Wolf|
|Creative||Adam Barnes, Jonty Bell, Nick Jamieson|
Credits & Description
Clemenger BBDO Melbourne and Carlton United Breweries have launched a new brand campaign for Carlton Dry, Underthink It. Based on the insight that our increasingly busy and complicated lives have resulted in a tendency to overthink the little things from what to wear, what food to order, even which beer to drink Carlton Dry hopes to stop beer lovers from sweating the small stuff and get back to having fun. To do this the campaign introduces the Underthink Tank, a crack team of 'Underthinkers' who solve life's most overthought problems, including what to order on a menu, what to do if you forget someone's name and whether to give someone a handshake or a hug, all from within a giant, keg shaped headquarters.