Our work with Carling over the last 10 years has led to sponsorship and negotiation of rights at the most popular festivals and music venues across the country. These include V Festival, T in the Park, the Isle of Wight Festival and the Academy venues such as Brixton & Hammersmith.

Our long-term objective has been to raise awareness of Carling as a credible music brand and get 18+ males to embrace the brand and importantly drink it! We’ve tackled this through developing and activating initiatives like the Cold Beer Amnesty, where festival goers swap their can of warm lager for an ice-cold can of Carling.

The initiatives we create only get to see the light of day because the brand managers at Carling are as passionate as we are about brand engagement and the results speak volumes: Well over half a million cans of ice cold Carling have been exchanged to date and still counting.

And we don’t mind the odd bit of industry praise “The Carling Cold Beer Amnesty has to be one of the best examples of adding value to the experience – physically taking the rival’s product out of their hands takes some beating”. Campaign, 13 August 2010.

We have now evolved the amnesty into the Carling Local, a pop up pub, featuring live gigs and silent discos. 2010’s event is pictured. Why not join us for an ice-cold festival beer in 2011?