Beer, a barbie and the great outdoors. Is this still the Australian tradition? The Monkeys and Canadian Club intend to end beer’s domination of the great outdoors by asking why Australians have never bothered to question it.

The campaign will air on broadcast television and OOH in Australia, plus online and social.

The Monkeys chief strategy officer, Fabio Buresti, stated, “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, added, “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, commented, “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.” 

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

Edit House: ARC Edit

Music & Sound: Song Zu 

Media: PHD