Canadian Club Asks ‘Who Made Beer King of the Campsite?' via The Monkeys, part of Accenture Song

22 November 2022

Creative Agency: The Monkeys, part of Accenture Song

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Aiming to subvert beer’s cultural appropriation of the great outdoors.

Canadian Club is taking the big question to the one place where beer is still boss – the great outdoors.

Created by The Monkeys, part of Accenture Song, the campaign aims to subvert beer’s cultural appropriation of the great outdoors.

Monkeys Chief Strategy Officer Fabio Buresti says: “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 says: “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 said: “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.”

The national campaign will air on broadcast television, OOH, online and across social.

Creative 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

Post Production:
Edit House: ARC

Music & Sound: Song Zu

Media: PHD


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