Summer. Sun. Surf. Cricket. Beer.

Challenging that entrenched Australian tradition is a big ask. But Canadian Club & Dry has taken on the task, and The Monkeys has delivered the campaign that wonders if Australians really have to drink beer just because it’s summer.

The campaign, Who Made Beer the Boss of Summer?, builds on the success of the first instalment of The Big Question, which gave Canadian Club its best year on record.

https://youtu.be/-0R_P0JDL9k

Vince Lagana, executive creative director, The Monkeys, commented, “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.”

Trent Chapman, marketing director ANZ, Beam Suntory, 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 running in broadcast TV, print and out-of-home.

Credits
Creative Agency: The Monkeys 
Co-founder & Group Chief Creative Officer: Scott Nowell

Creative Director: Scott Dettrick
Senior Copywriter: Tim Pashen
Senior Art Director: Scott Zuliani
Co-founder & Group Chief Executive Officer: Mark Green
Partner & Strategy Director: Fabio Buresti
Managing Director: Matthew Michael

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: Sweetshop
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

Client: Beam Suntory 
Brand: Canadian Club & Dry
Marketing Director ANZ: Trent Chapman
Group Marketing Manager: Stephanie Jericevich
Brand Manager: Michaela Lloyd-Jones