The merriest time of the year – Xmas – sometimes come with challenges. Dan Murphy’s, Australia’s largest liquor chain wanted to inspire their consumers to consider and sample different beverages based on different circumstances. Behold ‘Dan Murphy’s Ranks’. The campaign is a tongue in cheek approach to list the multiple familiar scenarios to try different cocktails. Illustrated from scratch, each animated video drew inspirations from ‘your favourite TV series’ to ‘the definition of being hairy’. All in all this campaign became Dan Murphy’s most celebrated festive campaign, garnering hundreds of thousands of views on social media platform.