Australian IPA

Off the back of the successful Coopers 20/20 Vintage Ale campaign, create another fun and memorable piece of video content for online use only to launch the debut and release of the limited edition small batch brew of Coopers Australian IPA.



Australian born and brewed, Coopers champions Aussie Originals, fiercely independent and genuinely dedicated to their craft.



This Coopers culture is as much an attitude as a defined interest. Coopers master brewers are their own Aussie Originals, the custodians of a craft shared and passed down through the generations. The same attitude that defines their product, process and heritage define them. (And naturally, there's a shared set of values, including love for beer).



Coopers required a piece of content that celebrated this passion. A willingness to continuously strive for the best and most unique beer on the market. While exuding confidence to be ourselves as a brand, they also wanted these comms to deliver emotional sentiment that reminds drinkers we are the "Silverbacks of Craft".



Brewed by Australia's original independent brewer that shares inherently Australian values, Australian IPA celebrates the natural strength and resilience of Australia and its people. It is their first release since COVID and their return to what we love most, and that is shared moments with mates, friends and family, either at home or at the pub.



There are several things Australia is known for; however, none are more iconic than our red desert centre, and that is why it forms the inspiration for this latest brew.



To help launch this limited edition product to market, we leant on the bravado and notoriety of singer and frontman of the iconic Australian rock band, Australian Crawl, Mr James Reyne.



This online documentary-style film must take us to the very heart of the Australian outback. Be creative, find a balance of brand, product, and comedy, through an intimate portrait of James, as he raises a toast to everyone that came together and supported each other in a year where, well, let's face it, we all needed a drink.