Background

Carlton Draught wanted to breathe life into their iconic Made from beer platform to breathe life into the pub. In Australia people aren’t visiting the pub in the numbers they once did. In fact, at the start of 2022 pub numbers were down 20%. Carlton is one of the biggest pub beers in the country, so our brief was to celebrate the rituals and joy of the pub to entice punters to return and of course drink beer….our beer.

Made from beer has always taken the piss out of excess. Hollywood films, big budget ads, over the top sports production have all been made light of. This time Carlton Draught took on the pomp and ceremony of royal pageantry. The pub is a great leveller. Everyone in the front bar is equal and Carlton Draught wanted to again remind us to stay grounded in a world that is anything but.


Cultural Context
Australia is a constitutional monarchy. We have a long history with the British Royal Family. This relationship is very polarizing. In fact, in 1999 Australia even went to the polls to try and become a republic. It failed and the tension still simmers. Younger Australians don’t have the same relationship with the British royal family that their parents and grandparents have and most resent the entitled, excessive formality of the British monarchy. This film was launched to coincide with the coronation of King Charles, another figure who causes much derision in Australia.