Coopers Brewery wants you to be yourself in new campaign

February 2, 2026 2:31

Coopers Brewery's latest campaign celebrates individuality

Coopers Brewery has released a campaign that likens originality to freedom.

The work builds upon the brewery’s “Forever Original” platform, which it launched in early February 2025 with hundreds of designs aimed at showcasing originality.

Now, the campaign centres on a 60-second film directed by South Australian director Exit Film’s Conor Mercury. The film takes place in a pub and shows a man playing pool. But unlike a typical game, the man moves his own way, following his own rules, while enjoying a Coopers’ beer.

“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,” Special’s executive creative director, Ryan Fitzgerald, said in a press release.

In a comment shared with Mumbrella, Fitzgerald went more in-depth into the platform’s use of pool tables as canvases.

“Forever Original is a mantra that lives in the world of every Coopers drinker. The green felt of their local’s pool table doubles as the perfect blank canvas. There’s no one way to approach the classic game, it’s wide open for originality to be on display,” he said.

In the release, Coopers’ brand manager, Jessica Douglas, shared the brewery’s excitement at placing the spotlight onto the customers.

“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,” she said.

The campaign began rolling out across Australia on February 1, 2026, across cinema, broadcast, out of home, social and digital channels.

It’s the latest piece of work Special has released in recent weeks. The creative agency teamed up with Uber Eats to develop a campaign that starred ex-professional tennis player Jim Courier to run during the Australian Open.

Special’s other recent work includes a Velocity Frequent Flyer platform, a video game-centric campaign for Uber, and a platform for IGA.