Carling’s latest #MadeLocal film features LGBTQ+ inclusive football team

Keiligh Baker's picture
by Keiligh Baker

Carling has unveiled the second short film in its #MadeLocal campaign, featuring LGBTQ+ inclusive football team Black Country Fusion FC.

The Black Country's first gay and transgender football team were formed and joined the Wolverhampton Sunday League in 2016.

As part of the campaign Carling has provided the new home and away kits for the Midlands club for the 2018/19 season as part of a three-year pledge to support local community projects.

Made Local was conceived by Havas London and is spread across two films: one looks into the history of Carling and the other speaks to the people who have made contributions to their own hometowns.

Together they seek to banish regional stereotypes in a campaign which will also span out-of-home, video on demand, cinema and social media.

The “Made Local” initiative forms part of a wider “Putting the Great Back into Great British Pubs and Clubs” campaign launched by brand owner Molson Coors back in March 2017, designed to celebrate communities across the UK and provide “practical, first hand support to pubs and clubs”.

Miranda Osborne, brand director at Carling, said: “We’re really pleased to be able to support Black Country Fusion FC. Their inspiring story is truly what Made Local is all about, which is why we were so keen to make them some of the stars of our new advertising campaign. We hope the club continues to have a successful season on and off the pitch.”

The campaign will air this week across TV, VOD and social.