Younger audiences gravitate towards individuality. Coopers has been the Forever Original beer since 2021. It’s not just a tagline for Coopers Brewery. The beer was invented by a bootmaker, turned stonemason, turned dairyman, turned brewer and it has maintained a commitment to originality across all parts of the brewery for 162 years. Of course, beer drinkers are unlikely to know all that, but they are drawn to people – and brands – who march to their own song. So that’s what Special and EXIT director, Conor Mercury, have given them – a film featuring a simple moment of majestic, everyday originality.

The spot is set in a classic Australian pub where a character is playing pool like no one’s watching. Confident in themselves, they flow across the table. Majestic and free, beer ballet. Unbothered by convention and kinda not really playing entirely by the rules.



Ryan Fitzgerald, executive creative director at Special, stated, “For some, there’s no better canvas for originality than the pool table at their local. Flair reigns, physics bends and the rules melt away. In these moments, there’s no better beer to raise than a Coopers because originals drink original.”

Jessica Douglas, Coopers brand manager, added, “With this iteration of Forever Original, we’re excited to include the punters that drink us, while celebrating the confidence that comes from being independent and truly yourself.”

The film builds upon last year’s successful 1 of 1 campaign with hundreds of original ads. The full campaign is running nationally in Australia across broadcast, cinema, OOH, digital and social.

Coopers 1 of 1 embeds the brand in original thinking:

Conor Mercury shows off his own original thinking:

Credits
Client: Coopers
National Marketing Manager: Kate Dowd
Brand Manager: Jess Douglas
Campaign Manager: Lucy Noblet 
Social and Digital Manager: Aaron Child

Creative Agency: Special 
CEO & Partner: Lindsey Evans
CCOs & Partners: Tom Martin & Julian Schreiber
CSO & Partner: Rebecca Stambanis
ECD: Ryan Fitzgerald
Creatives: Bella Plush, Anthony Eid
Copywriter: Sophia Cussell
Managing Director: Sasha Firth
Team Lead: Ollie May Senior Business Director: Marnie Dunn
Head of Film + Content: Sophie Simmons
Senior Producer: Katherine Muir  Film

Production Company: EXIT
Managing Partners: Wilf Sweetland & Declan Cahill 
Executive Producer: Leah Churchill-Brown
Head of Production: Jacquie Riley
Director: Conor Mercury 
Producer: Luke Kneller
DoP: Germain McMicking 
Editor: James Ashbolt  
Grade: Edel Rafferty
Online: Jamie Scott

Music: Level 2
Sound: Rumble Studios
Sound Engineer: Sean Wilkinson
Stills: Charlie Hawks, Hart&Co
Media Agency: Atomic 212