Carlton Dry with Steven Seagal

Carlton Dry has launched “Sheep Impact”, a three-minute short film starring martial arts icon Steven Seagal. The film is the culmination of the Legends of the Dry campaign designed to connect storytelling with the brand. “Everyone has a story that they tell over a few beers. Everyone has at least one tale that gets a little taller each time it’s told. And chances are, if they’re in that story, then every time they tell it, they become a bigger hero. When Paul Wieland decided to get a live sheep for a barbecue, he couldn’t have imagined that one day he’d be played by Steven Seagal in the movie of that story”. The promotion began with two commercials, “Snake” and “Sausage”, with Seagal calling on Australians to enter for the chance to have their story transformed into a short mini-blockbuster, with him playing the lead character.

Carlton Dry Sheep Impact Banner

Steven Seagal speaks from under the sand, with only his head to appeal to Australians and deal with the menacing snake to his left. Click on the image below to play the Snake video.

Steven Seagal speaks from behind the barbecue, backed up by a bevy of women in the spa pool. Click on the image below to play the Sausage video.

Carlton Dry Legends site with Steven Seagal

Click on the image below to play the Sheep Impact trailer in YouTube

Click on the image below to play the Sheep Impact short film.

Carlton Dry Steven Seagal and Snake
Carlton Dry Steven Seagal and Barbecue

Steven Seagal Credits

The Steven Seagal campaign was developed at Clemenger BBDO, Melbourne, by executive creative director Ant Keogh, art director Luke Thompson, copywriter Seymour Pope, agency producer Sevda Cemo, senior print producer Mary Darzi, designer/typographer Simon Redwood, strategic planners Michael Derepas and Sam Mackisack, group account director Glenn Maddocks, account management team Nick Cohen and Brendan Taylor, working with Carlton Dry marketing director Paul Donaldson, group marketing manager Vincent Ruiu, senior brand manager Mick McKeown and assistant brand manager Kellie McCallum.

Filming for Snake and Sausage was shot by director Brendan Gibbons via Curious Film, Melbourne, and Station, New York and Los Angeles, with executive producer Matt Noonan, producer Tara Riddell and director of photography Jeffrey Kimball.

Editors were Matthew Richards and Jack Hutchings at The Butchery, Melbourne. Sound was produced at Flagstaff Studios by sound designer/engineer Paul Lecouter. Post production was done at Digital Pictures, Sydney and Melbourne.

Still photography was by Mat Baker. Online editor/finisher was Eugene Richards at The Refinery.

Filming for Sheep Impact was shot by director Brendon Gibbons via Curious Film with director of photography Darko Suvak, producer Tara Riddell, and editor Luke Haigh, Flame artist Nathan Mallon, editor Nick Lofting at Jump, New York. Music was produced at Level Two Music. Sound was produced by sound designer/engineer Paul Lecouter at Flagstaff Studios. Post production was done at Hub Plus Melbourne.