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Coopers Brewery have never been known to follow the rules. As Australia’s largest independent family-owned brewery, they’ve been doing their own thing for over 162 years and counting. But it was time to show the country that ‘Forever Original’ isn’t just a tagline, it’s an undying commitment to be original, always. This commitment was brought to life across the country as hundreds of ads that are certified 1 of 1 originals.

Creators, artists, originators and Coopers drinkers from all across the country tapped in to create their own beer-inspired originals. Sheep, scrap metal, ice, pastels and plasticine were just some of the chosen mediums. Even the campaign soundtrack is an original, brought to life using Coopers stubbies as the instrument.

This resulted in an outdoor campaign where every billboard, bus shelter, airport, rail, hand painted mural, and even digital placement is a unique one-of-a-kind creation.

The campaign extends across social, cinema and film — basically wherever you see an ad for Coopers, you’ll see something completely unique and truly Forever Original.

“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,” said Ryan Fitzgerald, executive creative director at Special.

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.”