Carling has launched a £3.6 million campaign to build anticipation ahead of the new football season.
Between now and August, the beer brand is running a promotion across stores, pubs and bars in the UK that offers fans £10 off football shirts. The work will include out-of-home and TV advertising featuring the Carling duo Dylan and Jon. To launch the campaign, the company enlisted the former Premier League and England footballer Jimmy Bullard to recreate an iconic image from the film American Beauty in which he lies on a bed of football shirts. Bullard will give fans the opportunity to trade in football shirts with the name of a recently sold player as part of a nationwide "shirt amnesty".
The campaign was created by Creature. The below-the-line and experiential activity was overseen by Life and Havas Sports & Entertainment Cake respectively, with ZenithOptimedia handling media.