AN UNCOMPLICATED BEER FOR A COMPLICATED WORLD
Carlton Dry needed a re-launch. It’s a straightforward beer for good times. So in 2017, when craft beers started to taste like strawberry and apricot and people weren’t sure which emoji to send in a text, it was the perfect time to launch the platform ‘Underthink It’.
The campaign introduces the Underthink Tank, a crack team of 'Underthinkers' who solve life's most overthought problems all from within a giant, keg shaped headquarters.
Ironically, a lot of thinking went into this campaign, and quite a bit of overthinking by the client.
The client wanted a promo, so we tried to underthink it and create the simplest one we could: Buy beer, win stuff.