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Carling unveils giant ‘liquid 3D’ outdoor poster

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By John Glenday, Reporter

June 14, 2012 | 2 min read

Thirsty drinkers will be able to upscale from the humble pint to a gallon of their favourite lager after Carling unveiled their first liquid 3D outdoor poster.

Designed in collaboration with kinetic, Hi-Rezz and Optimedia the build is intended to raise awareness of Carling’s “Brilliantly British, Brilliantly Refreshing” it will appear at three locations in London, Edinburgh and Birmingham.

Each boasts a custom 3d vac formed model of a carling pint glass with actual liquid inside, this is set in motion to create a bubble effect from within the glass.

Targeting key drinking cities throughout Britain the campaign incorporates difital and backlit 48 sheets, Mega 6 sheets and underground 48 sheets in London, Cardiff, Glasgow and Birmingham.

Robert Breese, Planning Director at Optimedia comments: "Our core Carling consumer is very social and active, spending a lot of time out of the house so outdoor is seen as a key solution. Employing large 48 sheet formats allows a large canvas to showcase the creative, however it's special builds that allow us to deliver genuine standout in a competitive alcohol market, and exaggerate Carling's values and identity of being "Brilliantly British, Brilliantly Refreshing", ensuring brand recall and driving saliency."

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