THE BRIEF
Every year Coopers releases their latest Vintage Ale – a flavourful traditional ale that matures with age and can be cellared to release different flavour profiles over time. The problem is, getting people to hold onto them long enough.

THE IDEA
We held a competition where fans could win a slab of the latest Coopers Vintage Ale, but with one catch – a latch.
In every slab sent out to our lucky winners, we included one bottle locked shut with a custom-built bottle lock.
One year after they received their ales, we we released the coveted padlock combination via a social post scheduled an entire year in advance.