Background: I'll do it tomorrow.For the 18-24 year-old male, life is full of questions. There’s huge pressure on them to grow up overnight and start acting responsibly. The best defence seems to be to try to delay that inevitable first step on the corporate ladder for as long as possible. Carlton Dry wanted to show that they not only understood the desire to put adulthood off until tomorrow, but encourage it.The Idea: An exceptionally useless pro team, created to find the exceptionally useless.To help young males avoid responsibility, we created Team Dry, a pro team dedicated to the kind of meaningless activity they prefer. We launched the team with a 10-minute film ‘Tokyo Blitz’ that profiled the current pros (including a guy who bounces ping pong balls into a cup and a bicep dancer) and their tour of Tokyo. Streamed online at TeamDry.com, a virtual team headquarters, where viewers could also upload their audition to make the team, the film showed viewers the mixture of stupidity and brilliance needed for the sponsorship deal on offer: two $50,000 contracts that would allow them to live the dream, at least for one more year.Results: Fastest growing beer brand at Foster's.Carlton Dry is up 80% in volume in the QTR to November versus the same period last year. It recorded record sales results in October and November (‘08) and is now the fastest growing beer brand at Foster’s. It has beaten launch expectations in the first 12 months by 350%. The response from the consumer to the campaign has also exceeded expectations, with over 250 successful video entries to date, which means we're well on our way to finding the next exceptionally useless members of Team Dry.

To help young males avoid the responsibility of an entry-level corporate job, we created Team Dry, a pro team dedicated to the meaningless activity they prefer. The team launched with a 10-minute film ‘Tokyo Blitz’ that profiled the current pros and their tour of Tokyo. The film was part of an integrated campaign encouraging viewers to audition for the sponsorship deal on offer: Two $50,000 contracts that would allow them to live the dream, at least for one more year. Carlton Dry was expected to grow in volume by 30% versus last year by the time the campaign concluded.