|Product / Service||ICED COFFEE|
|Entrant||THE SWEETSHOP Melbourne, AUSTRALIA|
|Idea Creation||AJF PARTNERSHIP Melbourne, AUSTRALIA|
|Media Placement||AJF PARTNERSHIP Melbourne, AUSTRALIA|
|Production||THE SWEETSHOP Melbourne, AUSTRALIA|
|Josh Stephens||AJF Partnership||Creative|
|Glenn Dalton||AJF Partnership||Creative|
|Ed Carveth||AJF Partnership||Creative|
|Brent Liebenberg||AJF Partnership||Creative|
|Wilf Sweetland||Sweetshop||Managing Partner|
|Loren Bradley||Sweetshop||Executive Producer|
|Edward Pontifex||Sweetshop||Executive Producer|
|Stu Morley||The Editors||Editor|
|Paul Baxter||Baxter Sound||Sound|
Dare Cold Pressed battles a hipster infestation at the factory Love ‘em or hate ‘em, it’s hard to deny that hipsters have good taste. A lot of the things they’re known for liking are objectively very likable. Fixed gear bikes are amazing pieces of minimalist machinery. Japanese selvage denim is the best quality. And cold pressed coffee is deliciously refined.
I wanted to satirize the hipsters in this spot without defaulting to the immediately obvious stereotypes that we always see on screen. Namely, the bearded tattooed guy. Sure, there may be one or two of those lads thrown into the mix, but I think hipsterism is much more than that. (Besides, the bearded lad is on the older end of the hipster spectrum and the younger generation have a bit of a fresher look). More broadly, it’s about being avante garde and really just owning whatever look it is that you’re going for. It’s an attitude more than anything. Particularly in the last few years, hipsters have gone a bit more ‘normcore’ and their fashion has become a lot more diverse. There’s athletic wear, mom-jeans, white skivies and servo sunnies. Coloured hair is back. There’s the extremely tailored hipster and the ‘I didn’t even try’ trackpanted hipster, coexisting.