Coopers Brewery commissions hundreds of original designs for new campaign
Coopers is ‘forever original’, according to its new brand campaign, and to that end, the brewery has commissioned hundreds of original designs to showcase its originality, through a collaboration between Special and Glue Society.
For the ambitious ‘Forever Original’ campaign, “every billboard, bus shelter, airport, rail, hand painted mural, and even digital placement is a unique one-of-a-kind creation”, with the adverts also extending across cinema, and social.
Hundreds of artists “tapped in to create their own beer-inspired originals,” according to Special.
“Sheep, scrap metal, ice, pastels and plasticine were just some of the chosen mediums.”
Keeping with this original slant, even the campaign soundtrack is “brought to life using Coopers stubbies as the instrument”.
Ryan Fitzgerald, executive creative director at Special, explained: “Originality means many things to many people, but one thing is for sure, it’s a virtue that the world needs now more than ever.
“Coopers doubling down on this long-held belief sets an exciting path for the brand to continue to walk the walk, originally.”
Coopers national marketing manager, Kate Dowd, added: “Originality has always been part of our DNA as a brand, and this campaign exemplifies what being ‘Forever Original’ means – starting with a beer glass, a recognisable piece of iconography in our category and bringing it to life in unique, original ways.”
With such a wide-spanning campaign, featuring multiple variations on a theme, the obvious question must be asked: Was AI used at all in the creation of the visual elements?
According to a spokesperson from Special, it was humans only.
“A mandatory [requirement] of the campaign was no AI was to be used, in order to truly live up to originality from creators.”
Credits:
Client: Coopers
National Marketing Manager: Kate Dowd
National Campaign Manager: Lucy Noblet
Social and Digital Manager: Aaron Child
Category, Insights & Innovation Manager: Duncan Ashcroft
Agency: Special
CEO/Partner: Lindsey Evans
CCO/Partners: Tom Martin & Julian Schreiber
CSO/Partner: Rebecca Stambanis
Senior Strategist: Laura Wiseman
ECD: Ryan Fitzgerald
CD: Peter Cvetkovski, Adam Ferrie
Creatives: Lauren Regolini, Locki Choi
Freelance Creatives: Christian Duffy, Sean Larkin
Design Director: Daniel Jones
Design: Sarah Ristevski
Head of Film + Content: Sophie Simmons
Head of Stills Production: Nick Lilley
Senior Stills Producer: Di Williams
Retouching: Nick Mueller
Finished Art: Jen Bailey, John Rivera
Production Coordinator: Aleisha Winslow
Team Lead: Georgia Newton, Ollie May
Business Director: Marnie Dunn
Business Manager: Tamara Young, Sascha Jacobs
Art + Directing Collective: Glue Society
Production Company: Revolver
Managing Director / Co-owner: Michael Ritchie
EP/Partner: Pip Smart
Executive Producers: Michael Ritchie, Pip Smart & Jasmin Helliar
Director: Paul Bruty
Producer: Lib Kelly
Cinematographer: Will Robertson
Art Coordinator: Helen Psychogios
Photography: Will Robertson, Anna Pogossova, Ben Sullivan & Ryan Achilles Stamatiades
Post production company: Glue Society Studios
Post Producer: Lib Kelly
Editor: Luke Crethar
Colour/Online: Scott Stirling
Sound Design: Rumble Studios
Music/Sound EP: Michael Gie
Engineer: Daniel William
Music Production: Rumble Studios
Composer: Rino Darusman
Media Agency: KWPX
Media Director: Maddy Papilion
Digital Media Director: Oliver Whelan
Media Manager: Kate Moroney
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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