Coopers celebrates everyday originals in new Special-led brand push

Coopers Brewery has launched the next chapter of its long-running ‘Forever Original’ brand platform with a new film celebrating small, everyday moments of originality and the people who live a little differently.

Created with Special and directed by EXIT’s Conor Mercury, the spot is set inside a classic Australian pub, following a character playing pool with their own distinctive rhythm and style. Confident, unbothered by convention and loosely ignoring the rules, the moment becomes a metaphor for doing things your own way – Coopers in hand.

“For some, there’s no better canvas for originality than the pool table at their local,” said Ryan Fitzgerald, executive creative director at Special. “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.”

The work builds on Coopers’ ‘Forever Original’ positioning, which leans into the brewery’s unconventional origins – founded in 1862 by a bootmaker-turned-brewer – and its long-held independence.

“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,” said Jessica Douglas, brand manager at Coopers.

The campaign follows last year’s ‘1 of 1’ activity and will roll out nationally across broadcast, cinema, out-of-home, digital and social from 1 February.