Special and Glue Society Celebrate Coopers Brewery With Hundreds of Original Artworks

Coopers Brewery has always been a brand that stands apart from the rest. As Australia's largest independent, family-owned brewery, it has built a legacy of challenging conventions and doing things its own way. For over 162 years, Coopers has remained committed to originality, refusing to follow trends and instead, shaping them. With their latest campaign, Coopers is making an even bolder statement: their slogan, ‘Forever Original’, is not just a tagline, but a true reflection of their DNA and a promise to stay creative, innovative, and above all, original in everything they do.

A National Call to Creativity: The ‘Forever Original’ Campaign

The ‘Forever Original’ campaign was an extraordinary celebration of creativity, bringing together artists, creators, and Coopers fans from all across Australia. Coopers invited its community to participate in crafting “certified original 1 of 1” artworks that would form the basis of a national outdoor campaign. What makes this campaign so unique is that every piece of art was completely one-of-a-kind—there are no duplicates. This was an invitation to tap into the spirit of true originality, where no two artworks would ever be the same.

The medium used to create these pieces was as varied and inventive as the artists themselves. From sheep to scrap metal, ice, pastels, and plasticine, there was no limit to the materials chosen to bring the artists’ visions to life. These artworks were not only a visual representation of the creativity of the artists but also a testament to Coopers’ commitment to supporting and nurturing artistic expression. The campaign’s soundtrack was equally original, with Coopers stubbies being used as the instrument to create the sounds that accompany this extraordinary campaign.

From Outdoor Advertising to Social Media and Cinema: A Truly Immersive Experience

The ‘Forever Original’ campaign went far beyond just billboards and bus shelters. It spread across multiple platforms and formats, creating a truly immersive experience. Whether it was a painted mural on the side of a building, a digital ad on a busy street, or a social media post highlighting a unique artwork, every interaction with the Coopers brand was an invitation to engage with something entirely original. The ads spanned traditional outdoor media such as billboards, airports, and rail stations, but also took over digital spaces and even cinema screens. Wherever you looked, Coopers made sure to leave a lasting impression with an artwork that was exclusive to its location.

This nationwide campaign didn't just make its presence felt in cities and major hubs—it was designed to be a true national celebration, ensuring that no matter where you were in Australia, you were able to experience Coopers in a completely new and authentic way. The outdoor campaign was, in essence, a mobile gallery of Australian creativity, a public showcase of art that reflected the spirit of the brewery itself.

A Movement That’s More Than Just a Slogan

At its core, the ‘Forever Original’ campaign is more than just an advertisement—it's a movement. Ryan Fitzgerald, the executive creative director at Special, captures this idea perfectly: “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.” In a world where trends often dominate and brands can become interchangeable, Coopers has shown the power of standing firm in your commitment to originality.

Kate Dowd, Coopers' national marketing manager, elaborated on the campaign’s deeper meaning, saying, “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 recognizable piece of iconography in our category, and bringing it to life in unique, original ways.”

Coopers’ approach to creativity isn’t just about showcasing art—it’s about embracing a mentality of constant reinvention, daring to be different in an industry where conformity often reigns. By leveraging the talents and imaginations of so many artists across the country, the brand has succeeded in creating a campaign that isn’t just seen—it’s experienced.

Celebrating Diversity in Art and Creativity

One of the most exciting elements of the ‘Forever Original’ campaign is the sheer diversity of the art it showcases. Each artist, from seasoned professionals to Coopers drinkers who simply wanted to show off their creative flair, brought something different to the table. Whether it was through quirky designs using scrap metal or soft, pastel illustrations inspired by beer culture, every artwork told a unique story. This focus on diversity in creativity further reinforces Coopers' ethos of embracing all forms of originality.

This campaign also serves as a reminder of the power of community. By engaging fans and inviting them to participate in the creative process, Coopers turned a simple advertising campaign into a nationwide celebration of art and self-expression. Every ad was more than just an advertisement—it was a personal statement, a collaboration between Coopers and the Australian public, celebrating the art of beer and the beer of art.

A Lasting Legacy of Originality

As Coopers looks to the future, the ‘Forever Original’ campaign sets the stage for what’s to come. This isn’t just a one-off campaign; it’s a declaration of the brand’s ongoing commitment to innovation and originality in everything they do. The campaign’s success underscores the importance of staying true to your roots while embracing the creative energy of the world around you.

In the crowded world of advertising, where many brands often rely on similar formulas and trends, Coopers has set a bold example of what it means to truly stand out and be different. The ‘Forever Original’ campaign is proof that originality is not just a trait—it’s a way of life. With every billboard, mural, and ad placement, Coopers has shown Australia, and the world, that true creativity is timeless and always worth celebrating.

Conclusion: A Commitment to the Future

Coopers Brewery’s ‘Forever Original’ campaign is a perfect example of how a brand can take something as simple as beer and transform it into a celebration of originality, creativity, and community. By bringing together diverse artists and creators to craft one-of-a-kind works, Coopers has proved once again that originality is the essence of who they are. As the campaign continues to roll out across various media platforms, there’s no doubt that the impact of this national movement will be felt for years to come.

Through every unique piece of art, Coopers has reaffirmed its place as one of Australia’s most innovative and original brands. And with their continued commitment to ‘Forever Original’, they’ll no doubt keep surprising and delighting beer lovers and art enthusiasts alike, showing the world that sometimes, the best way to move forward is to embrace what makes you different.