GPY&R Turn To Beer Drinkers To Combat Climate Change

GPY&R Turn To Beer Drinkers To Combat Climate Change
Amity Harrold
By Amity Harrold



There’s a lot of talk around Climate Change and while awareness is increasing, Australians still only rank it as 5th on their list of overall concerns (according to recent polls). So GPY&R Brisbane teamed up with Earth Hour to galvanise support from one of Australia’s largest, untapped demographics – beer drinkers.

Climate Change means more droughts, which will impact beer’s main ingredients barley, hops and water. This could mean we’ll end up paying more for average tasting beers. To bring this home, GPY&R Brisbane worked with leading craft brewers Willie The Boatman and Young Henrys to create Drought Draught – a poor quality beer made with drought-affected ingredients. That way Australian pub goers can literally ‘taste the effects of Climate Change’.

“Aussies love their beer. So what better way to incite action than by showing it will affect something they hold dear?” said GPY&R Brisbane creative director, Brendan Greaney.

Reece Proudfoot, Earth Hour community engagement manager, said: “This year’s Earth Hour was all about how climate change will affect farming and food production, Drought Draught was a great way to draw attention to this.”

Drought Draught was launched at a special ‘Save The Ales’ event in Sydney as part of this year’s Earth Hour activities. It is planned to roll it out across the country in a series of taste-testing events leading up to the UN Paris Climate Conference in November. Greaney added: “Our aim is to turn beer drinkers into a political force to send a message to those who can make change happen.”

CREDITS:

Earth Hour Community Engagement Manager: Reece Proudfoot
Earth Hour PR Manager: Rachael Bruzzese

Brewer: Pat McInerney, Willie The Boatman

Brewer: Sam Fuss, Young Henrys

Agency: GPY&R Brisbane

Creative Director: Brendan Greaney

Group Managing Director: Phil McDonald
Copywriter: Samuel Boyd
Art Director: Shaun Egan

Account Director: Gus Cutler
Chief Digital Officer: Rob Hudson

 




Please login with linkedin to comment

#clowningforkids GPY&R

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]