Challenging the notion that beer is the only acceptable drink to have in summer, Canadian Club & Dry has released ‘Who Made Beer the Boss of Summer?’, an integrated campaign that aims to liberate Aussies by offering them an alternative to beer.
Created by The Monkeys, the campaign aims to counter Australia’s beer drinking culture, ‘Who Made Beer the Boss of Summer?’ and its refreshing alternative message, continues to see Canadian Club challenge the perception of dark spirits and makes consumers question the often default choice made with beer.
https://www.youtube.com/watch?v=-0R_P0JDL9k&feature=youtu.be
The Monkeys executive creative director, Vince Lagana, says: “We wanted to build on the success of the last campaign and turn our attention to that time of the year when Australians are forced to see standard beer messages at their most summery best. Once again, Canadian Club & Dry challenges Aussies to embrace an alternative drink.”
Beam Suntory marketing director ANZ, Trent Chapman, added: “Canadian Club & Dry’s success shows there is something in challenging the conventional wisdom of beer. This insight rings true all the way to Canada where The Big Question creative, produced by The Monkeys and Beam Suntory ANZ, is essentially being used to sell Canadian Club & Dry to Canadians.”
The campaign is set to run across broadcast TV, print and out-of-home advertising.
Creative credits:
Client: Beam Suntory
Brand: Canadian Club & Dry
Marketing Director ANZ: Trent Chapman
Group Marketing Manager: Stephanie Jericevich
Brand Manager: Michaela Lloyd-Jones
Creative Agency: The Monkeys
Co-founder & Group Chief Creative Officer: Scott Nowell
Co-founder & Group CEO: Mark Green
Partner & Strategy Director: Fabio Buresti
Managing Director: Matthew Michael
Executive Creative Director: Vince Lagana
Creative Director: Scott Dettrick
Senior Copywriter: Tim Pashen
Senior Art Director: Scott Zuliani
Head of Production: Thea Carone
Senior Producer: Penny Brown
Producer: Katie Bassett
Strategic Planner: Henry Bilson
Group Content Director: Ciaran Miller-Stubbs
Content Director: Ola Moszumanska
Senior Content Manager: Bec Barnier
Content Executive: Tash Strachan
Production Company: The Sweet Shop
Director: Nick Kelly
Producer: Allison Lockwood
Executive Producer: Loren Bradley
Managing Director: Edward Pontifex
DOP: Geoffrey Simpson
Post Production: The Editors
Editor: Stuart Morley
Colourist: Andy Clarkson
Post Producer: Olivia Reddy
Music: SongZu
