Stone & Wood launches summer campaign with some quirky collabs via Monster Children
Stone & Wood, makers of good beer, is kicking off Summer 2025 with Afternoon Delight, its biggest campaign yet created by Monster Children Creative.
The campaign channels beers with mates after a summer beach session, capturing the connection to nature and the laid-back Byron vibe that’s part of the Stone & Wood DNA.
Afternoon Delight puts a fresh spin on the 1976 classic song, performed by New Zealand Māori actor-musician Troy Kingi, surfer-artist Jaleesa Vincent, and drummer Patrick Rogers. The track was recorded earlier this year and gives the old favourite a contemporary, relaxed feel.
Says Matt Pike, Executive Creative Director of Monster Children: “Before Anchorman, and even before the Starland Vocal Band made it a hit, ‘Afternoon Delight’ was the name of a happy-hour special. Our take is an indie-surf homage: slow down, reconnect, and share simple but meaningful moments over a Stone & Wood.”
The campaign also includes a 3-minute music video, filmed in the Stone & Wood heartland of Byron Bay. Conceived and produced by Monster Children Creative and directed by award-winning filmmaker Hamish Bennett (Uproar), the video captures the laidback rhythm of long summer afternoons. We see the trio enjoying life along the coast and contemplating life’s big questions “What’s the biggest wave you’ve ever surfed?”, capturing the easy-going energy of summer days with friends, the ocean and a cold Stone & Wood.
Says Writer and Director, Hamish Bennett: “All the right elements were there. Great weather. Great song. A great cast, all of whom you’d be keen to have an afternoon beer with. As a director, it was about getting out of the way and letting the moment speak for itself.”
The music video also focuses on the satisfying crack of a can, a familiar sound for beer lovers and a signal of good times ahead.
Troy Kingi (Te Arawa, Ngāpuhi, Te Whānau-ā-Apanui) is a multi-award-winning musician and actor, known for his 10|10|10 project and roles in films including Hunt for the Wilderpeople. Jaleesa Vincent, a surfer and creative powerhouse from the Sunshine Coast, adds guitar and vocals, while Patrick Rogers, a drummer for Ruby Fields, Adam Newling, and others, keeps the beat.
Says Lion Head of Strategy & Creative, Craft & Premium Paul Tansley: “We’ve had a lot of fun bringing this idea to life. It’s an iconic, feel-good song that captures the relaxed Stone & Wood occasion and just makes you want to get together with friends to catch up over a beer.
“It was important for Stone & Wood to put our own touch on a classic. We wanted to acknowledge the original song and – of course – pay our respects to Anchorman’s version but make the song and the occasion uniquely Stone & Wood.”
Says Lion Executive General Manager – Marketing, Glen Brasington: “The afternoon delight campaign is the largest for Stone & Wood to date, we’re looking forward to seeing people’s reactions and the impact it has to the market.”
Client: Stone & Wood / Lion
Creative Agency: Monster Children Creative
Production: Monster Children Films
Writer and Director: Hamish Bennett
Stills: Chris Searl
Sound: Heard & Seen
Sound Design: Rumble Studios
Music Supervision: Trailer Media
Media Agency: Essence Media
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