Smile, laugh out loud, relate like you never have…Sunday Gravy and Coopers Original Pale Ale have created an irresistible Aussie mates anthem that you won’t even mind watching again and again…and again.
It’s about the fact that as life changes, catch-ups with close mates often slide down the list. But these are the friendships that matter most. The brand’s new positioning, Reserved for Good Mates, launches with an exuberant celebration of life, age and mates – and a reminder to connect with your mates over a few cold beers.
The hero film, with its tongue-in-cheek life admissions and mates-bonding musical track, was directed by Revolver’s Matt Devine. It’s a playful embrace other beer brands overlook – and a celebration of the people who made Coopers Pale Ale an icon in the first place.
“This campaign celebrates drinkers who’ve been with us through every era – mates who don’t need filters or pretence,” stated Jessica Douglas, brand manager at Coopers.
Taking the celebration global, Coopers is giving two lucky mates the chance to travel to Old Mate’s Pub in New York City, where they’ll raise a glass of Coopers Pale Ale with locals and share a taste of Aussie mateship abroad.
“Coopers is an Aussie classic,” stated Andy Graham, senior strategist at Sunday Gravy. “Original Pale Ale has always been for real mates, real conversations, and real moments. This creative just puts that pride out in the open.”
The full campaign will cover video, digital, social, OOH and PR.
Credits:
Client: Coopers
National Marketing Manager: Kate Dowd
Brand Manager: Jessica Douglas
Campaign Manager: Lucy Noblet
Social and Digital Manager: Aaron Child
Social Media Co-ordinator: Maddi McCarthy
National Trade Marketing Manager: Jacqueline Whybrow
Creative Agency: Sunday Gravy
Production Company: Revolver
Director: Matt Devine
Managing Director & Co-Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Senior Producer: Serena Paull
Director of Photography: Jeremy Rouse
Art Director: Octavia Spartels
Wardrobe: Nell Ferguson
Casting: Nick Hamon Casting
Post-production: ARC
Executive Producer: Winnie O’Neil
Editor: Dan Kircher
Music Composition: Electric Sheep
Media Agency: Atomic 212º
Illustrator: Jake Foreman c/- Jacky Winter
