| Title | LONG - OVER BEER |
| Brand | CANADIAN CLUB |
| Product / Service | CANADIAN CLUB |
| Category | C03. Challenger Brand Strategy |
| Entrant | THE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA |
| Idea Creation | THE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Mark Green | The Monkeys part of Accenture Interactive | Group CEO and Co-Founder |
| Scott Nowell | The Monkeys part of Accenture Interactive | Group Chief Creative Officer and Co-Founder |
| Matt Michael | The Monkeys part of Accenture Interactive | Managing Director |
| Hugh Munro | The Monkeys part of Accenture Interactive | Head of Planning |
| Vince Lagana | The Monkeys part of Accenture Interactive | Executive Creative Director |
| Scott Dettrick | The Monkeys part of Accenture Interactive | Creative Director |
| Fabio Buresti | The Monkeys part of Accenture Interactive | Chief Strategy Officer |
Through a disciplined commitment to a provocative strategy and consistent creative approach, we struck at the heart of Australian beer drinking culture, returning CC back to growth by breathing fresh purpose into the brand platform “Over Beer”. By liberating Australians from the cultural obligation to drink beer, CC unleashed its true growth potential; amounting to a phenomenal $___M(1) in incremental revenue, a net profit contribution of $____M(2) and an ROI of $____(3) .