Victoria Bitter's 'Means More'

30 January 2024

Creative Agency: The Monkeys

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Under the brand’s existing ‘For A Hard Earned Thirst’ platform. 
Victoria Bitter has unveiled ‘Means More’, its first major brand campaign with creative agency The Monkeys, part of Accenture Song. 
The campaign, directed by Tim Bullock at Scoundrel, aims to celebrate the skill and intelligence behind hard work, under the brand’s existing ‘For A Hard Earned Thirst’ platform.  The Monkeys chief creative officer, Ant Keogh, says the agency 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," says Keogh.
Sarah Wilcox, head of Classic Beer – marketing at Carlton & United Breweries, says 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," says Wilcox. The integrated campaign launches this week across broadcast television, outdoor, radio, online and social. Credits:Client: Carlton & United BreweriesGeneral Manager – Marketing: Nicole McMillan

Head of Classic Beer – Marketing: Sarah Wilcox

Marketing Manager - Victoria Bitter: Marc Lord

Assistant Brand Manager - Victoria Bitter: Ben Haysman & Gianni Cozzi Creative Agency: The Monkeys, part of Accenture SongChief Executive Officer: Paul McMillanChief Creative Officer: Ant KeoghChief Strategy Officer: Michael DerepasStrategy Director: Dave CollinsCreative Directors: Hugh Gurney, Joe Sibley, Adam Slater & Connor BeaverNational Head of Production / Producer: Romanca MundreaSenior Producer: Katie WellbeloveGeneral Manager: Sophie GosperAccount 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 EagletonOnline: Soren Dyne Casting: Natalie Jane Harvie - Citizen Jane Sound: Paul Le Couteur – Squeak E. Clean StudiosExecutive Producer: Ceri Davies Photography: Michael Malherbe

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