CARLING BLACK LABEL 

ROLE: PART OF THE CREATIVE TEAM BEHIND EXPERIENTIAL PR STUNTS AND SOCIAL CONTENT FOR THE BRIDE ARMOUR CAMPAIGN.

COPYWRITER SUPPORTING CARLING BLACK LABEL’S BRAND REPOSITIONING, USING THE THERE IS GOLD INSIDE PLATFORM TO BREAK NEGATIVE STIGMAS SURROUNDING BEER.

#CARLINGCHAMPION MATCH

ROLE: CONCEPT LEAD + GUIDING NON-ACTORS TO PERFORM ON CAMERA

Every athlete brings a different power to the number they wear. So for the 2nd annual Carling Champion’s Match, we wanted to dramatise different positions' strengths and athleticism to inspire our audience to select them for their Carling Champion Team.

CLIENT: Carling Black Label

We wanted consumers who love Carling Black Label and who love soccer– to get excited for the Carling Cup. Soo, we decided that the only way to do this, was by changing the game, which we literally did. By getting Champion fans involved in the game and making them the coach!