Effies
Australia
How Carlton Mid became a Queensland local.
Agency
Clemenger BBDO Melbourne
Client
Carlton & United Breweries
Awards
Bronze
Most Original Thinking
Summary
Queenslanders will tell you that the XXXX Gold logo could be the Queensland flag. In a parochial environment like this, how can a Victorian brand compete? We developed original insight into the Queensland state of mind, and how to behave like a local. From this we tagged and released 140 fish - each worth up to $20,000 - in the Carlton Mid Rich Fish. Giving Queensland blokes the perfect excuse to go fishing.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Author/Planner | Sam Mackisack | Clemenger BBDO Melbourne | |||||||
| Planning Director | Michael Derepas | Clemenger BBDO Melbourne | |||||||
| Executive Planning Director | Paul Rees-Jones | Clemenger BBDO Melbourne | |||||||
| Copywriter | Ant White | Clemenger BBDO Melbourne | |||||||
| Art Director | Russel Fox | Clemenger BBDO Melbourne | |||||||
| Creative Director | Ant Keogh | Clemenger BBDO Melbourne | |||||||
| Executive Creative Director | James McGrath | Clemenger BBDO Melbourne | |||||||
| Account Manager | Elizabeth Bierre | Clemenger BBDO Melbourne | |||||||
| Account Director | Mick McKeown | Clemenger BBDO Melbourne | |||||||
| Group Account Director | Paul McMillan | Clemenger BBDO Melbourne | |||||||
| Brand Manager | Marc Slater | Carlton & United Breweries | |||||||
| Group Marketing Manager | Vincent Ruiu | Carlton & United Breweries |
Category Sponsors
Most Original Thinking
