Good Campaign of the Week is a regular feature that, like the prestigious D&AD White Pencil, celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good.
'Drought Draught': GPY&R Brisbane Climate Change Campaign
Australia has a long history of powerful marketing in the beer sector. Usually this consists of comical TV spots, like 'Pure Waters' or large scale PR stunts such as 'The Great Tasmanian Pipeline'. But now a new beer product has been launched as a mechanism to draw attention to climate change.
With the backing of the Earth Hour movement, GPY&R Brisbane have reached a previously untapped audience. Whilst traditionally blasé about climate change, Australian beer drinkers do care about the taste of their beer and as global warming threatens beer's core ingredients, it’s a topic they should be concerned about.
To emphasise the point, the agency has created a drink that replicates what beer will taste like in drought-like conditions. Respected brewers Willie The Boatman and Young Henrys used old hops, poor quality barley, and salty water – all three of these ingredients are impacted by global warming. Named ‘Drought Draught,’ the result is described as acidic, salty… and quite disgusting.
The launch video features an interview with the master brewer explaining how he made such a repulsive drink. Drinkers are also asked to tag social media pictures of themselves in disgust with #NoBeerSelfie to alert their beer-swilling friends of the danger.
Taste testing events are planned across Australia in a bid to reach as many people as possible in the place they visit the most – the pub. Hopefully they’ll be convinced to care as much about the planet as they do about the taste of their brew.
DROUGHT DRAUGHT: see the White Pencil Winning Campaign in Action
D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.