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Web Film
Carling: Made Local - Black Country Fusion FC, extended
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Carling has unveiled the second phase of its new, multi-million-pound ‘Made Local’ marketing campaign. Made Local champions and supports people who are making a positive impact in their hometown – just like Carling, proudly brewed by local people in the historic brewing town of Burton-on-Trent. The stars of this new spot are Black Country Fusion FC, a non-league and LGBTQ+ inclusive football team. The ad, created by Havas London, will air this week and will feature across multiple channels nationwide, including TV, VOD and social. The ad and a dedicated social campaign drive viewers to a longer-form documentary on the team, shot by up-and-coming director Stella Scott. Skye Stewart, chairwoman of Black Country Fusion FC, set up the football club in 2016 because there were no LGBTQ+ friendly teams that played in the Sunday leagues, making Fusion the first LGBTQ+ inclusive club in the Midlands. Her story inspired Carling to help support the team through its Made Local Fund, before making it the focus of both this new ad and the first documentary in the Made Local series.
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