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BLACK LABEL PROJECT
Abbey Road Studios x Carling

Supporting British Music through unique collaborations.

Challenge

Carling is the UK’s favourite British beer, however, it struggles to win the hearts 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 of how Carling behaves today.

THE EVENT CONCEPT

BRAND FILM

LIMITED VINYL SENT TO THE PRESS

CARLING BLACK LABEL RESKIN

YOUTUBE BRANDED CONTENT

WEBSITE

INVITE AND EVENT

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Designers Sawdust & Yes Studio
Creative Director Ben Middelton
Creatives Lyd Raghavan & Steph Rohr
Agency CREATURE LONDON