B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • AFL
  • WPP
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • ARN
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: GPY&R Turn To Beer Drinkers To Combat Climate Change
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > GPY&R Turn To Beer Drinkers To Combat Climate Change
Media

GPY&R Turn To Beer Drinkers To Combat Climate Change

Amity Harrold
Published on: 13th April 2015 at 3:36 PM
Amity Harrold
Share
2 Min Read
SHARE

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

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: #clowningforkids, GPY&R
Share

Latest News

Agency Scorecard: Special
09/07/2025
Agency Scorecard: iProspect
09/07/2025
Meet Adland’s Best Number-Whisperers In The Best Of The Best Data Scientists!
09/07/2025
State Vs State, Campaign Vs Campaign: Brands Go Head-To-Head In The Origin Decider
09/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?