Carlton Draught release new footy cans every year.
Cool designs done by cool graphic designers who know exactly what they’re doing.
So cool it’s also kinda boring.
So what if this time, we let the players design their own cans.
What could possibly go wrong?
Well, everything actually…
They’ll look terrible. But that’s OK, because we know you’ll buy them anyway. Especially if we make it look like a mistake.
This will be our the best (or worst) AFL can yet.
We’ll make a fly on the wall style video
showing the marketing team’s reaction to seeing the cans.
What you’ll see on our video
We open in the large boardroom at Carlton Draught headquarters. The marketing team have gathered and we can see they are about to have a meeting about their AFL sponsorship.
We see a super: Carlton Draught marketing department.
Now a high-powered looking boss walks into room and takes a seat at the head of the table. We can tell by reactions of the other people in the room that he is a big deal.
Boss: Alright. We’ve got the longest and proudest sponsorship in the history of the AFL.. But how are we leveraging it?
Marketer 1: Well, we think we’ve got something pretty special.
The boss looks intrigued.
Marketer 2: Carlton Draught AFL Signature Cans.
Boss: Keep talking..
Marketer 1: Well, it’s the same great brewery fresh Carlton Draught, but they’re in the cans that have been redesigned by some of the footy’s biggest stars..
There is a nervous pause as the boss thinks about the concept..
Boss: I love it! This is exactly the sort of thinking we need in the business. Where can I see one?
The marketers look pretty chuffed with themselves.
Marketer 2: Well, here’s the first design.. By the non other than *Max Gawn himself!
The marketer slides the can down the boardroom table. The boss picks it up and looks excited as he studies the can. After a bit of pause, his expression changes.
Boss: This.. is.. Terrible. Like, really terrible.
We see the can and it sure does look terrible. Like a 5 year old child has designed it. The marketing team looks pretty deflated.
Boss (Laughing): Wow, lucky we didn’t put that into production! That’s would’ve been a marketing disaster.
The marketing team now looks really sheepish. There’s an awkward silence.
Boss: Oh, you didn’t… How many did you order?
Marketer: Umm…
Suddenly we hardcut to an end frame and we see supers and hear a fast paced retail voiceover.
VO: Introducing, Carlton Draught AFL Signature Cans. There’s 250,000 cans to be sold. Get yours today!