Challenge
Carling is the Uk’s favourite British beer, however it struggles to win the heart of Londoners.
Creative Solution
The Black Label Project reconnects Carling with its rich heritage within British culture, with a modern twist. A mini-series of one-off events pairing established British icons with emerging talent from a variety of artistic fields. The first event saw Underworld and Gorgon City record Cowgirl live to vinyl at Abbey Road studios.
Success
Positive reviews from the music press and the BBC.
The BLP was the cultural strategic seed to how Carling behaves today.