Carlton Draught holds the longest-running sponsorship in AFL history.
And each year, their limited-edition Premiership Can has become
one of the most prized collectibles among footy fans.
To celebrate the legacy, we teamed up with some of the game's
biggest names — legends like Max Gawn and Nick Daicos, along with
rising star Jack Ginnivan — to create something truly special:
a signature edition can, designed by the players themselves.
What could possibly go wrong?
Well… pretty much everything.
Introducing the Signature Edition Cans — designed in collaboration with AFL legends.
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Introducing the Signature Edition Cans — designed in collaboration with AFL legends. ↓↓
Turns out, people LOVE a marketing disaster.
To launch the cans, we’ll drop a fly-on-the-wall style video capturing the marketing team’s reaction when they see the final designs.
Think of it as binge-worthy chaos — the kind of content people can't help but share.
It fits perfectly with Carlton Draught’s brand DNA: Made from Beer.
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!
Oh — and the players?
Yeah, we let them design the out-of-home ads too.
Credits
Advertising Agency: ClemengerBBDO
Executive Creative Director: Jim Curtis, Ant Phillips
Art Director: Nathan Va
Copywriter: Ben Hall