Crown Lager Time – the 5th ingredient

Crown Lager, a premium beer brand in Australia, is being promoted in “Time”, a television and cinema advertising campaign depicting the importance of time in the Crown Lager brewing journey. The commercial contrasts the frantic, fast-paced outside world with the serene atmosphere inside the brewery where the brewers are dedicating care and attention to creating the finest Crown Lager. Set in the historic Abbotsford Brewery in Melbourne, where Crown Lager is still brewed today, the campaign highlights how time is dedicated to the creation of Crown Lager. The brew spends twice as long in the maturation tank than most regular beers.

Carlton Lager Time

Click on the image below to play the Time commercial

The Crown Company

The new campaign will kick start a huge year for Crown Lager’s new masterbrand ‘The Crown Company’ which was launched in August to allow for further expansion of the Crown portfolio. Crown Lager, Carlton United Brewers’ flagship premium beer brand, recently announced it will be the ‘Official beer of the 2011 Presidents Cup’ to be held at Royal Melbourne in Victoria from 15-20 November.

Crown Lager Time Credits

The Time campaign was developed at Droga5 Sydney, by creative chairman David Nobay, executive creative director Duncan Marshall, creative director Cam Blackley, executive planning director Sudeep Gohil, art director Kirsty Galmes, copywriter Chris Berents, art directors Simon Cox and Rosita Rawnsley-Mason, head of client business Jamie Clift, business director Esther Knox, business manager Angus Ingham, planners Toby Harrison and Paul Johnston, working with Crown Company marketing director Paul Donaldson, brand manager Jane Slattery, assistant brand manager Scott Tabe-Lewis.

Filming was shot by director Michael Spiccia via GoodOil Films with producers Juliet Bishop and Matt Long.

Editor was Jack Hutchings at The Butchery.

Post production was done at Fin Design, Sydney.

Media was managed at MediaCom by group director Shaun Briggs and client communications manager Michael Bradley.