The Monkeys Dare to Ask: 'Who Made Beer the King of the Campsite?'

In its latest campaign, 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.

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

The 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 adds: “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.”