Class of Its OwnCarling Black Label
Turning a beer brand into a second chance at school.
- 1
The challenge,
Carling Black Label is a brand built on the idea of the champion man. The question was how it could stand for something more meaningful than the match.
- 2
the insight,
Many South African men left school early for reasons that had nothing to do with ability. Being a champion isn’t only about winning, it’s about going back for what you missed.
- 3
and the idea.
A Class of Its Own: a programme and campaign that helped men from all walks of life go back to school and further themselves, with Carling as the brand that backed them.