Liar Liar (Pants on Fire).
Canadian Club is shedding light on Australians who drink beer even when they don’t want to in a campaign via Droga5 Sydney, part of Accenture Song.
Set to the track, Liar Liar (Pants on Fire) by The Castaways, the creative showcases everyday social moments such as after-work drinks, family catch-ups and outdoor summer sessions, where individuals feel subtle pressure to conform to beer-drinking norms.
“‘Over Beer?’ has always been about understanding the little truths of Australian drinking culture,” said Suntory Global Spirits senior marketing director, Johnny Morgan.
“This year, we wanted to take that further – highlighting a consumer truth everyone recognises and turning it into something funny, bold and memorable.
“In a competitive category, it connects with real drinking moments in an authentic, culturally relevant way while driving attention and engagement for the brand.
“We’re proud of how the team has brought the insight to life in a way that feels fresh, surprising and unmistakably Canadian Club.”
The campaign is directed by Damien Shatford of The Sweetshop.
“It’s been fun to challenge the beer muscle-memory we have in so many social situations, using a classic track by The Castaways and Damien’s clever treatment to expose those familiar lies,” said Droga5 ANZ chief creative officer, Barbara Humphries.
“These spots evolve ‘Over Beer?’ into a more playful territory for Canadian Club, so the refreshment of the drink really lands.”
CAMPAIGN CREDITS
Client: Suntory Global Spirits
Senior Marketing Director: Johnny Morgan
Group Marketing Manager: Kristy Rathborne
Senior Brand Manager: Maryke Van Tiel & Michaela McClellan
Brand Manager: Elle Laws
Assistant Brand Manager: Sydney Fraser
Marketing Assistant: Stephanie Pan
Creative Agency: Droga5 Sydney, part of Accenture Song
ANZ Marketing Practice Lead, CEO of Droga5 ANZ: Matt Michael
Chief Creative Officer: Barbara Humphries
Chief Creative Officer, Droga5 London: Tara Ford
Creative Directors: Max Rapley & Danny Pattison
Senior Creatives: Cody Naetzker & Zenon Predecki
Head of Strategy: Ben De Castella
Chief Client Officer: Belinda Drew
Business Director: Harrison Stone
Business Manager: Matthew Stafford
National Head of Production: Romanca Mundrea
Head of Production: Penny Brown
Senior Producer: Simone O’Connor
Production Company: Sweetshop
Director: Damien Shatford
Editor: Lucas Bayne – ARC
Finish: Alt VFX & BUCK animation
Audio Production & Music Supervision: Sonar Music
Sound Designer: Tim Bridge
Media Agency: PHD
Communications Agency: Liquid Ideas
