CUB’s Victoria Bitter launches first work via The Monkeys
Carlton & United Breweries’ (CUB) Victoria Bitter has launched a new brand campaign via recently appointed creative agency The Monkeys Melbourne, part of Accenture Song.
The new campaign leverages the brand’s existing ‘For A Hard Earned Thirst’ platform, and champions the skill and intelligence behind hard work.
“We wanted to create something that felt modern and progressive, while staying true to VB’s roots,” said Ant Keogh, chief creative at The Monkeys.
“So, we chose to elevate and celebrate the skills of some of Australia’s hardest workers, showing that a hard earned thirst doesn’t just take brawn, it also takes skill.”
The spots were directed by Scoundrel’s Tim Bullock.
CUB’s head of classic beer – marketing, Sarah Wilcox, said: “VB’s strong values and assets are well established.
“This campaign seeks to build upon these, while adding relevance to new audiences, by elevating hard work to a new level,” she added. “We’re not just celebrating sweat and effort; we’re also celebrating skills and smarts.”
In February last year, CUB narrowed its creative roster, expanding The Monkeys’ remit.
The company which is home to some of Australia’s most popular beer brands, now splits the majority of its work between The Monkeys Melbourne and Clemenger BBDO Australia, its long-time partner.
The campaign is live across TV, BVOD, OOH, radio, online and social.
Credits:
Client: Carlton & United Breweries
General manager – marketing: Nicole McMillan
Head of classic beer – marketing: Sarah Wilcox
Marketing manager – Victoria Bitter: Marc Lord
Assistant brand manager – Victoria Bitter: Ben Haysman & Gianni Cozzi
Creative agency: The Monkeys, part of Accenture Song
Chief executive officer: Paul McMillan
Chief creative officer: Ant Keogh
Chief strategy officer: Michael Derepas
Strategy director: Dave Collins
Creative directors: Hugh Gurney, Joe Sibley, Adam Slater & Connor Beaver
National head of production / producer: Romanca Mundrea
Senior producer: Katie Wellbelove
General manager: Sophie Gosper
Account director: Allan Carlow
Account manager: Isaac Montebello
Production company: Scoundrel
Director: Tim Bullock
Executive producers: Adrian Shapiro & Kate Gooden
Associate executive producer: Morgan Benson-Taylor
DOP: Jeremy Rouse
Art director: Alex Holmes
Editor: Adam Wills
Colourist: Ben Eagleton
Online: Soren Dyne
Casting: Natalie Jane Harvie – Citizen Jane
Sound: Paul Le Couteur – Squeak E. Clean Studios
Executive producer: Ceri Davies
Photography: Michael Malherbe
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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