Coopers Dark Ale launches new ‘Life After Dark’ UV painted billboard and integrated campaign via Adelaide’s kwp! and Chicago street artist Pose
Coopers has unveiled a first-of-its-kind handcrafted billboard to promote their dark brew, Coopers Dark Ale designed and executed by kwp! Advertising Adelaide.
The billboard, located on the corner of Brunswick St and Rose St, Fitzroy, Melbourne, stays true to Coopers Dark Ale’s brand positioning ‘Life After Dark‘ and appears as an almost blank canvas during day, yet transforms after dark to reveal an eclectic mix of nightlife inspired imagery.
Similar to the way Coopers Dark Ale is handcrafted using the finest ingredients, the Life After Dark billboard has been handcrafted by world-renowned, Chicago based street artist and illustrator, Pose (MSK) at a secret location in Adelaide. Pose has debuted the use of luminous UV paint to create a collection of images celebrating the creative types that come together once the sun has gone down.
Says Claire Filsell, Coopers marketing manager: “The creative relationship we share with kwp! has been an extremely long one and even after all these years, they continually excite us with amazingly fresh and insightful ideas. This campaign is a perfect example of that.”
The campaign includes a three part video series that can be viewed on the website, along with a heavy dose of social, digital and magazine media.
Creative Director: James Rickard
Creative Team: Matt Minear, Michael Gagliardi
Media Team: Natalie Morley, Catherine Paglia, Nick Ryder
Account Team: Lucy Noblet, John Baker
Production Team: Micky Grant, Nic How, Peter Jones (SignStyle)
Artist: Pose (MSK)
Finished Art: Jodie Kunze
Client Team: Glenn Cooper, Claire Filsell, Rachel Cooper-Casserly, Joel Shean, Shana Kenny
Videography: Dan Peters
Sound Engineer: Scott Illingworth (Best FX)
7 Comments
epic
Love it! Brilliant!
Why not get an Adelaide street artist?
So, let me get this straight. It’s brilliant because it has lights that shine onto it at night?
As far as I can recall, the first night/day outdoor for beer using UV backlighting was done more than 20 years ago by Michelob, with their ‘The night belongs to Michelob’ campaign.
Got a feeling everyone will be looking at the cool mural below anyway, particularly if you are pitching to an audience that is into street art.
Michelob did do it 20 years ago. Shining a light on a 20year idea, for beer doesnt make it special. The lame video, haha! what a predictable set up. Had to force people to stand and watch. 😀