The Coopers Life After Dark campaign was created to increase awareness of Coopers winter beer, the Dark Ale.
Coopers have been hand-crafting their beer for 150 years. This fact was the inspiration behind the hand-crafted billboard. We enlisted the help of Chicago-based street artist Pose (MSK) and debuted the use of luminous UV paint - the 'Life After Dark' project was born.
The campaign made a lot of noise around the world, appearing on numerous advertising blogs and campaign review websites, the campaign was unveiled in Melbourne and Adelaide.
Dark Ale sales increased by 170%.
My role in the project was to oversee the creation and production of all campaign related media, including digital web banners and assets, stubby holders, bar mats, drink coasters, in-pub activation posters, social media awareness imagery and the final billboards - plus event coverage photography at the billboards epic reveal.
