Case History Database

This is the story of how Canadian Club became the fastest growing alcohol trademark in the country – faster than any other beer, wine or spirit. By living with our target audience, we uncovered: • Their general indecisiveness about what they‟re going to drink • The way they mindlessly default to beer • Their latent boredom with beer • How to tap into that boredom via a simple nudge We mashed it all together to develop the Over Beer? campaign, which saw Canadian Club grow 32% in 2010, while most other alcohol brands and categories were in decline.

	Author		Tom Donald		The Works
	Creative Director		Kevin Macmillan		The Works
	Graphic Designer		Tristran Chantler		The Works
	Art Director		Tristran Chantler		The Works
	Copy writer		Nathan Bilton		The Works
	Copy writer		Sophie Farquhar		The Works
	Marketing Director		James Sykes		Beam Global Australia
	Brand Director		Ray Noble		Beam Global Australia
	Brand Director		Trent Chapman		Beam Global Australia