This May, Kopparberg, the premium cider from Sweden, is set to launch a multi-million pound, multiplatform advertising and marketing campaign entitled ‘un-established since 1882’.
Kopparberg is a brand that has always done things differently and through this innovative campaign, the brand is celebrating the people who share this approach to life. Kopparberg believes in following your passions rather than the herd and it’s the people who have the courage and creativity to do things differently and disregard the norms that make the world a more interesting place. These people are the un-established.
Drawing on Kopparberg’s Swedish heritage, the ad is set and shot in Stockholm. It captures the spirit of being un-established by showing the viewer contrasts of tired stereotypes versus contemporary Swedish collectives showcasing their talent in an unconventional way. Featuring in the ad and also providing the title track is the upcoming Swedish band, Fredrik, playing their evocative track ‘Chrome Cavities’ while deep in a forest during a secret gig.
The concept was created by London agency RKCR/Y&R and directed by the highly-acclaimed Owen Harris who most recently directed BAFTA award winning TV series Misfits and the much-lauded BBC comedy drama, ‘Holy Flying Circus’.
Commenting on the ad, Harris said “This new campaign cleverly builds upon the success of the previous FIND Kopparberg campaign by further defining the brand as a distinct and refreshing alternative. It is a clear statement of intent, a manifesto that not only tells the viewer everything Kopparberg isn’t, but clearly defines everything it is, and then invites them to get involved”.
Head of Marketing: Rob Calder
Agency: RKCR & YR
Executive Creative Director: Toby Talbot
Creative: Adam Ronan
Creative: Adam Claridge
Account Manager: Sophie Ford - Masters
TV Producer: Fiona Plumstead
Production Company: Outsider
Director: Owen Harris
Producer: Tex Travi
Production Co-Ordinator: Rickard Molin
Production Manager: Joseph Taussig
Production Assistant: Tom Martin
Location Manager: Joachim Vonrost
1st AD: Johann Zollitsch
2nd AD: Filip Bergman
Lighting Cameraman: Gustav Danielsson
Focus Puller: Nea Asphall
DIT/Clapper Loader: Anton Osterlund
Gaffer: Magnus Karlsson
Electrician: Chatrine Eriksson
Art Director: Johanna Comella
Prop Master: Asa Schullerqvist
Standby Props: Gustaf Hellesand
Art Dept Assistant: Johan Adahl
Art Dept Assistant: Elina Aho
Prop Maker: Rebecka Llerena
Stylist: Katja Watkins
Costume Assistant: Louise Thunberg
Hair & Make-Pp Artist: Therese Sanderson
Make-Up Assistant: Anna Franzen