There are two ways to look at Means More, The Monkeys’ new campaign for Victoria Bitter. One is to smile at the hyperbole (emphasised by the suspenseful scenario and dramatic voiceover); the other is to “celebrate the skill and intelligence behind hard work”, which is how the agency describes it. The campaign – and its executional style – have a long history. Time, and a lot of beer commercials using beer as a reward for the working man, have added layers.
The two commercials in the new edition were directed by Scoundrel director, Tim Bullock.
The Monkeys chief creative officer, Ant Keogh, commented, “We wanted to create something that felt modern and progressive, while staying true to VB’s roots. So, we chose to elevate and celebrate the skills of some of Australia’s hardest workers, showing that a hard-earned thirst doesn’t just take brawn, it also takes skill.”
Sarah Wilcox, head of classic beer – marketing at Carlton & United Breweries, added, “VB’s strong values and assets are well established. This campaign seeks to build upon these, while adding relevance to new audiences, by elevating hard work to a new level. We’re not just celebrating sweat and effort; we’re also celebrating skills and smarts.”
The fullcampaign covers broadcast television, outdoor, radio, online and social.
Credits:
Client: Carlton & United Breweries
General Manager – Marketing: Nicole McMillan
Head of Classic Beer – Marketing: Sarah Wilcox
Marketing Manager – Victoria Bitter: Marc Lord
Assistant Brand Managers – Victoria Bitter: Ben Haysman & Gianni Cozzi
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Chief Strategy Officer: Michael Derepas
Strategy Director: Dave Collins
Creative Directors: Hugh Gurney, Joe Sibley, Adam Slater & Connor Beaver
National Head of Production & Producer: Romanca Mundrea
Senior Producer: Katie Wellbelove
General Manager: Sophie Gosper
Account Director: Allan Carlow
Account Manager: Isaac Montebello
Production Company: Scoundrel
Director: Tim Bullock
Executive Producers: Adrian Shapiro & Kate Gooden
Associate Executive Producer: Morgan Benson-Taylor
DOP: Jeremy Rouse
Art Director: Alex Holmes
Editor: Adam Wills
Colourist: Ben Eagleton
Online: Soren Dyne
Casting: Natalie Jane Harvie @ Citizen Jane
Sound: Paul Le Couteur @ Squeak E. Clean Studios
Executive Producer: Ceri Davies
Photography: Michael Malherbe
