Carling’s "Brilliantly British, Brilliant Refreshing" campaign uses liquid 3D
13 June, 2012
— 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's 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" For more information contact:
Nick Mawditt, Kinetic Worldwide +44 (0)20 7544 4635 firstname.lastname@example.org
Jennifer Evans, Kinetic Worldwide +44 (0)20 7544 4727 email@example.com About Kinetic
Kinetic Worldwide is the world’s largest planner and buyer of Out of Home media and the global leader in understanding how brands can connect with people’s lifestyles and the environments they engage with. Fully owned by WPP and part of the tenthavenue performance marketing division, Kinetic’s expertise and insight helps deliver solutions for clients that achieve ambitious brand and marketing goals.
Kinetic is traditionally an Out of Home media agency and in addition today delivers wide-ranging specialist expertise through its complementary service divisions including Aviator, Target Health, Kinetic Futures, Kinetic People, S2B, Meta, ALCANCE, Zone and Hi Rezz. Kinetic employs over 800 professionals across 38 offices. www.kineticww.com