Looking beyond the label
SKILLS:
Design, Print
CLIENT:
Carling
AGENCY:
Saatchi & Saatchi London
YEAR:
2017
Changing perceptions of a brand by changing the perceptions of the world has about people
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. Our brief was to 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. This campaign would allow Carling to become a brand at the forefront in helping to fight all the inequalities and misconcepts that have become the norm in todays society.
Beyond an advert
Getting 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.
