Carling had a brief. Partner with Campaign Against Living Miserably to get men talking about mental health.

People didn’t like it.
“You can’t have a beer brand talking about mental health.”

I thought the opposite. That’s exactly who should be doing it.

Because that’s where these conversations actually happen.

Over a pint. Taking the piss. Saying something without really saying it.

Because that’s how a lot of men show they care. By pretending they don’t.

So we leaned into it.

CARLING became CARING.

Cans and beer mats became conversation starters—things designed to break the ice before you’ve even opened your mouth.

Then we brought in the right voices. Mr Bingo. David Shrigley. Sharp. Funny. Piss takers.

It got talked about internally for a long time.

Then it never happened. Don’t ask me why.

Here’s a taster of the work.