Kinetic, Hi-Rezz and Optimedia have pioneered a spectacular liquid 3D special build for Carling's latest outdoor campaign, which captivates the message - Brilliantly British, Brilliant Refreshing.
The campaign lands Carling's new brand positioning with authority and standout. Outdoor has played a pivotal role in the campaign reaching Carling drinkers in key drinking cities across Britain. The special builds have created a wow factor and the movement of the liquid in the 3D glass really emphasises the brilliant refreshment of Carling.
The campaign launched across the UK ahead of the Jubilee bank holiday weekend, incorporating digital and backlit 48 sheets, Mega 6 sheets and underground 48 sheets in London, Cardiff, Glasgow and Birmingham, promoting the brand's synergy with the Queen's Jubilee as official beer of The Big Lunch. This has now rolled out nationally on 48 sheets, including three special build 3D effect panels erected in London, Edinburgh and Birmingham. These sites incorporate a 3D vac formed model of a Carling Pint glass containing liquid inside, which is moving to create a bubble effect within the class.
Robert Breese, Planning Director at Optimedia comments:
"Our core Carling consumer is very social and active, spending a lot of time out of the house so outdoor is seen as a key solution. Employing large 48 sheet formats allows a large canvas to showcase the creative, however it is special builds that allow us to deliver genuine standout in a competitive alcohol market, and exaggerate Carling's values and identity of being "Brilliantly British, Brilliantly Refreshing", ensuring brand recall and driving saliency"