Look Beyond The Label

Pitching for one of the most recognisable beer brands in the UK, unfortunately people's perceptions of them isnt a the most favourable one. Carling gets labelled the cheap mans lager, its boring and doesnt compete with the new trendy lagers these days.

The Brief: How can we change those perceptions?

Our approach was to show people that Carling is more than a label. The idea being that people get labelled in all aspects of their lives and they arent always true. So we created a series of posters to show people who get labelled in soceity and show that like Carling, they are more than a label, more than what you would assume. We went with a grainy texture on top of high contrast black and white photography to give it a edgy feel.   

SKILLS:

Design, Print

CLIENT:

Saatchi & Saatchi

DATE:

2017

Changing perceptions

There are countless ways that people get labelled throughout there lifes, for there age, gender, lifestyle choices and profession to name just a few. The brand posters were to be an ever growing series showcasing the labels people get given and how they are so much more. This campaign would allow Carling to become a brand at the front in helping to fight all the inequalities and misconcepts that have become the norm in todays society.

More than a label

To help improve on what people had labelled Carling, we needed to look at the history, and how the lager was made, to find what we can show to people that would change their perceptions. There are many aspects to Carling that are unique and would surprise people if they knew. This gave us great material that would fit right in with the look and feel.

Beyond an advert

Get people to look beyond the label goes beyond an advert they see in the street, it's in the pubs and festivals as well, the very places where people label Carling. So we looked at all the places we could use to show people that Carling is more.