Sun, surf, meat pies, beer. They’re what Aussies have always loved. But do they love them still?

Sun is great if you’re wearing sun block. Surf is great – in summer. Meat pies are OK every now and then, but Chinese is now Australia’s favourite take-away.

And beer?

Well, that’s the Big Question The Monkeys is asking. Are Australians over beer? The campaign asks men if they’re just drinking before because they always have? Their dad did? Or their mates do?

The Monkeys creative director, Scott Dettrick, noted, “The challenge was to take on beer in Australia. We drink it, our dads drink it, and their dads drank it, too. It’s in our cultural DNA. However, Australia is changing and our drink choices are too.”

The campaign that challenges Australia’s beer drinking culture, continues Canadian Club’s marketing strategy into its seventh year.

The Sweet Shop director, Nick Kelley, who filmed the campaign, commented, “A lot of us are in there somewhere. I love how the main character pokes a little hole in the beer myth and accidentally kicks open the floodgates for everyone else.”

“The campaign shows that beer isn’t everything that it’s cracked up to be. It has been bloating our bellies and making our breath bad for far too long,” Dettrick added.

Beam Suntory marketing manager, Tiffany Madsen, stated, “We know beer is synonymous with Australian culture, however Canadian Club’s success shows there is something in challenging the conventional wisdom of beer. When we’re given permission not to choose beer, it’s strangely liberating. We’re not suggesting Australians stop drinking beer, but rather reconsider their love affair with the liquid.”

The campaign covers broadcast, cinema, print and outdoor.

Credits:

Creative Agency: The Monkeys
Founder & chief creative officer: Scott Nowell
Creative director: Scott Dettrick
Senior copywriter: Andrew Fraser
Managing director: Matt Michael
Group content director: Humphrey Taylor
Content director: Sam Wallace
Content manager: Bec Barnier
Head of production: Thea Carone
Senior producer: Jade Rodriguez
Head of planning: Michael Hogg
Strategic planner: Laura McRae

Production company: The Sweet Shop
Director: Nick Kelly
Executive Producers: Loren Bradley & Edward Pontifex
Managing Director: Wilf Sweetland

Post production: The Editors
Editor: Stuart Morley

Music: SongZu

Client: Beam Suntory
Marketing director: Trent Chapman
Marketing manager: Tiffany Madsen
Brand Mmanager: Kristy Rathborne
Assistant brand manager: Michaela Lloyd Jones