Inside Kopparberg's 'Outside is Ours': a kite flying break from its underground Swedish roots

Kopparberg hopes its latest campaign platform – a sun-kissed depiction of the outdoor festival life – will mark a graduation from niche Swedish cider into an aspirational, mainstream global brand.
Launching today (14 May), ‘Outside is Ours’ will run on TV, out of home, cinema, digital and social throughout the summer. The flagship film was created by the brand’s long-term agency, 18 Feet & Rising and centres around a gathering of cultural tribes and sculptu