Victoria Bitter elevates hard earned thirsts in typically ‘Aussie’ campaign via The Monkeys


It doesn’t get more “Aussie” than this! Victoria Bitter, a top selling working-class beer in Australia, has unveiled ‘Means More’, its first major brand campaign with new 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 and long-running ‘For A Hard Earned Thirst’ platform, first created in the 1990s.

Says Ant Keogh, chief creative officer, The Monkeys: “We 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 Sarah Wilcox, head of classic beer – marketing at Carlton & United Breweries: “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.”

The integrated campaign launches this week across broadcast television, outdoor, radio, online and social.


Victoria Bitter elevates hard earned thirsts in typically ‘Aussie’ campaign via The Monkeys Victoria Bitter elevates hard earned thirsts in typically ‘Aussie’ campaign via The Monkeys

Client: Carlton & United Breweries
General 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 Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Chief Strategy Officer: Michael Derepas
Strategy Director: Dave Collins
Creative Directors: Hugh Gurney, Joe Sibley, Adam Slater, Connor Beaver
National Head of Production / Producer: Romanca Mundrea
Senior Producer: Katie Wellbelove
Head of Design: Raph Tamkalis
General Manager: Sophie Gosper
Account 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 Eagleton
Online: Soren Dyne
Casting: Natalie Jane Harvie – Citizen Jane

Sound: Squeak E. Clean Studios
Sound Design: Paul Le Couteur – Squeak E. Clean
Executive Producer: Ceri Davies

Photography – Michael Malherbe