Carling’s brief was to utilise the scale of their venue sponsorship properties in London and  drive value from those deals whilst showcasing the brand’s Cold Beer Music identity in music to the 18 – 24 year old Londoners.

Justin Crosby created the concept of Carling celebrating the London music scene across the rock n roll capital of the world in one day. A ‘non-stop’ showcase of live music across Carling’s London venues.

Whilst at Cake and together with ClearChannel Music, Justin created CarlingLive 24 which was the most ambitious new music property created and featured 11 artists including Franz Ferdinand, Feeder, Starsailor and Scissor Sisters across 5 shows all in 24 hours. Sales promotion activity maximised the value of the property whilst Xfm broadcast updates of the event throughout the day. Over 12,000 people attended the shows, Nearly 12,000 pints of Carling sampled and media value of the coverage exceeded all expectations. Timing of the event was perfect as the event came before the summer festival season had begun and on the week of the shows both Scissor Sisters and Franz Ferdinand had Top 10 hits.

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