The BWS Cool Room: BWS’ first step into music culture

BWS has collaborated with BRING and Spotify in its first major step into music culture, as it brought the BWS Cool Room to life.

The announcement:

An inter-agency collaboration for BWS, BRING: Universal Music for Brands delivered a fully integrated music campaign that saw iconic artists and lucky music fans enter BWS Cool Room gigs across Melbourne and Sydney.

Transforming the most unboring space of a BWS store into a live music stage, The Cool Room series saw NZ pop act BROODS and Aussie party-starters Client Liaison turn up the heat inside giant walk-in fridges in Fountain Gate Drive and Glebe.

The Cool Room marked the BWS brand’s first major step into music culture. A nationwide promotional campaign on Spotify allowed fans to attend. Music performance content captured by production partner Jack Morton then showcased what went down for those not lucky enough to be there.

The Cool Room was not just a collaboration on stage, but off it too. BRING: Universal Music for Brands worked in tandem with Spotify, Jack Morton, Made In Katana, M&C Saatchi, The Story Lab and Carat to make this seemingly impossible idea a reality.

The campaign is the latest creative partnership between BRING & Spotify, who have previously collaborated on projects for clients such as Powerball, McDonalds & more.

“There’s just something special about the Cool Room. It’s the one theatrical place of the entire bottle shop experience. It just made sense to have some fun with that and create something special,” said James Griffiths, executive creative director, BRING: Universal Music for Brands.

“Through our ongoing partnership with Spotify, we were able to design a platform that not only gave fans incredible experiences in person, but through an eco-system of content created incredible music moments through digital channels too. I can’t think of anything cooler in music right now”.

With music fans and artists alike both taking home the signature BWS Cool Room puffer jacket, you’re sure to see a little bit of this very-orange campaign somewhere in the music wilderness very, very soon.


BRING, Universal Music for Brands


Jack Morton

Made In Katana

M&C Saatchi

The Story ab


Source: BRING


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