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.

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