Outdoor ad: Coopers 62: You

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The campaign 'YOU KNOW WHO YOU ARE' invites Coopers 62 drinkers to help define the new pilsner by contributing their own individual profile to the brand. Integrated across outdoor, print, online, tv, mobile and point-of-sale; the campaign allows people to generate their own profile image online, which is added to the Coopers 62 profile wall. Individual profile images become keys to special Coopers 62 events, and every 62 hours individuals are selected from the Coopers 62 profile wall to win authentic DNA Art, created from a real swab of their DNA – any of which may then appear in the Coopers 62 campaign.