KWP! Adelaide’s ‘True Brew’ topical newspaper ad for Cooper’s Brewery takes out December/ January Could Be a Caxton competition
Cooper’s Brewery’s “True brew” topical newspaper ad has been announced as the December / January winner of the Could Be a Caxton competition, established by the Caxton Committee and supported by The Newspaper Works to recognise and showcase great creativity on a bi-monthly basis.
Noah Regan, creative director/partner at The Monkeys and the judge of the December / January competition, said: “I liked its simplicity and honesty. Considering the sale of Foster’s it had a certain topicality and relevance. This makes it stand out in newspaper. They got the tone of voice just right; showing pride and passion as an Australian and family owned company without being overly chest-beating. The signatures down the bottom were a nice touch too.”
Client: Cooper’s Brewery
Agency: KWP!, Adelaide
Creative Director: James Rickard
Art Director: Michael Gagliardi
Copywriters: Peter Withy and Andrew Killey
Account Director: John Baker
Project Manager: Tristan Glover
Account Co-ordinator: Jock Auld
Media Planner: Christine Phillips
A Highly Commended was also awarded to:
“Once upon a time in Cabramatta” for SBS, via Us, Sydney.
“Not a great idea but strong art direction and visually compelling,” says Regan.
The February / March Could Be a Caxton competition is now open for entries. It’s free to enter and anyone can submit nominations. The copywriter and art director responsible for the newspaper campaign judged best of the year’s Could Be a Caxton bi-monthly winning ads, will score an all expenses-paid trip to the 2012 Caxton Awards.
9 Comments
Technically the copy is good but as a piece of communication if falls flat. It’s boring, lacks charm and does nothing to endear you to the Coopers brand.
really?
Some beer coming out of that tap would have made me want to drink their beer. Reading something an ad exec wrote doesn’t.
Does anyone believe that Tim or Glenn wrote this allegedly heartfelt letter to the beer drinking patriotic public?
Same headline done for Australia day few years ago. Coopers Clear.
This is the problem with old school marketers and advertising people, they like to make ads that make them feel good about themselves, rather than use advertising to inspire actual reason to buy the product.
When it comes down to it, Australian’s buy more beer from non-Australia owned brands than they do Australian brands, therefore playing the parochial card to sell more beer is likely a flawed strategy.
Nice to see the old school team still leading the class.
Way to fuck up an unfuckupable product.
This ad’s been picked… not just posted, ffs.
And not by old school judges.
If Coopers were true to their brew, they wouldn’t be making that ‘Clear’ and ’69 Pilsner’ shite, now would they?
Outside of the that the writing is as dull as ditchwater – it’s little better than a copy and paste from the creative brief.
Cloudy but fine it ain’t.