Carling had a brief. Partner with CALM to get men talking about mental health.

Everyone was up in arms. "You can't have a beer brand supporting mental health."

I thought the exact opposite. That's exactly who should be doing it.*

What better way to get your mate to talk about his problem than taking him for a pint and taking the piss out of him. After all it's how men show they care. By pretending they don't.

So we went all in.

CARLING became CARING. Cans and beer mats became conversation starters. Things designed to break the ice before you've even opened your mouth.

Then I just wanted to work with the UK's meanest, funniest, sharpest illustrators. Mr. Bingo. David Shrigley.

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.

*I once told Jameson Whiskey they should sponsor AA meetings. I stand by that too.