Dan Cullen-Shute

The Beautiful Problem

Whilst Carling was huge in the Midlands and the North, drinkers in the South and London had more negative associations. We needed to speak credibly to influencers in the South, and make Carling cool again for them. So the Black Label Project was born. A series of one-off events from Carling, pairing a British cultural icon with an emerging talent, both reminding our audience of Carling’s history in British culture and modernising it for them.

Dan Cullen-Shute
The Beautiful Problem
Dan Cullen-Shute

Intelligent Misbehaviour

Partnering with Abbey Road Studios we put on the first Black Label Project -  a sold out collaboration between Underworld and Gorgon City, with both bands recording live to vinyl at the gig. This limited edition vinyl release was then made available to fans through the Black Label Project site.

Dan Cullen-Shute
Intelligent Misbehaviour
Dan Cullen-Shute

Cultural Capital

With positive reviews from the music press (and the BBC!) and a huge social buzz Carling started their return to cultural relevance and contributing to the culture of their drinkers. This project paved the way for future collaborations and partnerships and helped define the way the brand behaves today.

Dan Cullen-Shute
Cultural Capital