Canadian Club asks ‘Who Made Beer King of the Campsite?’ in new work from The Monkeys
Canadian Club is questioning beer’s place monopoly on the great outdoors, asking ‘Who Made Beer King of the Campsite’ in a new Summer campaign from The Monkeys, part of Accenture Song.
The campaign builds upon the brand’s long-standing platform, ‘over beer?’, aiming to subvert beer’s cultural appropriation of the great outdoors.
Other assets:
BBQ 30″: https://www.youtube.com/watch?v=FO9wmuU7Sb4
Beer Fishy, Fishy 15″: https://www.youtube.com/watch?v=veWm_i_A3Uw
Waterfall 15″: https://www.youtube.com/watch?v=-zwLFS9gMk4
All the beer, no idea 15″: https://www.youtube.com/watch?v=H_NQP7YuetM
The ‘over beer?’ platform was launched by The Works more than 10 years ago, having been further developed by The Monkeys since the agency was appointed to the Canadian Club Whiskey account by Beam Suntory in 2017.
The new campaign is similar to the brands 2018 Summer campaign from The Monkeys, which asked the question “Who Made Beer the Boss of Summer?”.
The Monkeys chief strategy officer, Fabio Buresti, said: “Few marketers are as ruthlessly consistent in their approach to brand building and effectiveness as CMO Trent Chapman and the team at Beam Suntory, which we saw in our recent work on Suntory’s -196. The next chapter for Canadian Club will show Aussies that even out in the great outdoors, it’s okay to be ‘Over Beer?’.”
The Monkeys creative director, Scott Dettrick, said: “Exploring beer’s dominance of the great outdoors unveiled a wealth of truths around automated beer behaviour that none of us seem to question.
“‘Who made beer king of the campsite?’ tackles those truths head on and leverages the tension that comes from the limited choice we all have when camping.
“Our hero 30-second spot sets up the idea, and for the first time, we have bespoke 15-second spots that focus on different truths around beer’s dominance in the great outdoors.
“We’re hoping this campaign gets more Aussies to stick a Canadian Club in their chair hole this summer.”
Beam Suntory chief marketing officer Oceania, Trent Chapman added: “Getting back to nature is part of our cultural psyche – it’s the place we reconnect, the ultimate leveller. So it’s time we busted Big Beer’s monopoly on the outdoors, inspiring every Aussie to feel at one with themselves, their mates and our great outdoors – beer or no beer.”
The national campaign will roll out across broadcast television, OOH, online and social.
Credits
Client: Beam Suntory
Chief Marketing Officer: Trent Chapman
Group Marketing Manager: Kristy Rathborne
Agency: The Monkeys, part of Accenture Song
Co-Founder & Group CCO: Scott Nowell
Managing Director: Matt Michael
Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Senior Copywriter: Jake Ausburn
Senior Art Director: Alex Polgase
Chief Strategy Officer: Fabio Buresti
Business Strategy Director: Ben de Castella
Head of Business Management: Topher Jones
Business Director: Lisa Zimpel
Senior Business Manager: Roshani Mehta
Head of Production: Penny Brown
Producer: Elliot Liebermann
Integrated Production Lead: Sarah Miller
Production Company: MOFA
Director: Nick Kelly
Executive Producer: Llew Griffiths
Producer: Allison Lockwood
DOP: James L Brown ACS
Casting: Ben Parkinson
Photographer: Stuart Miller
Post Production:
Edit House: ARC
Music & Sound: MassiveMusic
Media: PHD
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topics
Accenture Song
Beam Suntory
Canadian Club
Fabio Buresti
MOFA
PHD
Scott Dettrick
The Monkeys
Trent Chapman
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