|Product / Service||DROUGHT DRAUGHT|
|Category||B01. Guerrilla Marketing & Stunts|
|Entrant||GPY&R Brisbane, AUSTRALIA|
|Idea Creation||GPY&R Brisbane, AUSTRALIA|
|Production||GPY&R Brisbane, AUSTRALIA|
|Ben Coulson||Y&R Group||Chief Creative Officer|
|Kohbe Vela||GPY&R Brisbane||Head of Broadcast and Content Production|
|Brendan Greaney||GPY&R Brisbane||Executive Creative Director|
|Joshua Bartlett||GPY&R Brisbane||Art Director|
|Rob Hudson||GPY&R Brisbane||Chief Digital Officer|
|Sarah Ferrier||GPY&R Brisbane||Junior Producer|
|Shaun Egan||GPY&R Brisbane||Senior Art Director|
|Samuel Boyd||GPY&R Brisbane||Copywriter|
|Gus Cutler||GPY&R Brisbane||GPY&R Brisbane|
|Amity Harrold||PPR Sydney||Senior Consultant|
|Kathryn Cooper||Y&R Group||Business Development Director|
|Phil McDonald||Y&R Australia New/Zealand||CEO|
|Emma Patterson||GPY&R Brisbane||Digital Producer|
|Clint Halket||GPY&R Brisbane||Head of Digital|
|Lee Pearce||GPY&R Brisbane||Interactive Designer|
|Jack Pospischil||GPY&R Brisbane||Interactive Developer|
|Andy Miller||Young Henrys||National Marketing Manager|
|Kirsten Tidswell||Climate Council||Digital Content Manager|
|Griffin Englander||GPY&R Brisbane||Editor|
|Mike Lange||Cutting Edge||Senior Sound Designer|
|Santi Drane||GPY&R Brisbane||3D Artist|
|Richard Adamson||Young Henrys||Founder/Head Brewer|
|Oscar McMahon||Young Henrys||Founder/Head Brewer|
We learnt Climate Change will actually affect Australia’s most sacred beverage – beer. Climate Change will increase the frequency and severity of droughts, which will have a disastrous impact on beer’s main ingredients - barley, hops and water. So we asked Young Henrys to do the unthinkable. Brew a beer that was undrinkable. We brewed a poor quality beer under drought-like conditions called Drought Draught to give Aussie blokes a free “taste of the effects of Climate Change”. We started changing Aussie male’s hearts and minds about Climate Change through their taste buds. Drought Draught was served in pubs across Australia for people to sample. Then after tasting it, we asked pub-goers to “Give a shout for the planet” and donate the cost of a beer to the Climate Council, Australia’s leading Climate Change lobbyist.
We tapped into Young Henrys distribution network and put Drought Draught on tap in some of Australia’s most iconic pubs. Donation points were set up behind the bar so, after tasting Drought Draught, pub-goers could “Give a shout for the planet” and donate the cost of their beer to the Climate Council. They were also handed Drought Draught beer coasters directing them to where they could “Give a shout for the planet” online. While on a grassroots level Drought Draught was influencing hearts and minds of Aussie beer drinkers, it was also influencing the wider Australian public through PR and social channels. A video demonstrating the effects Climate Change could have on beer was seeded online where it would get the most amount of traction. The Drought Draught story was also picked up nation-wide by the media, featuring in some of Australia’s leading news publications.
Over the campaign period, Drought Draught and its message had reached over 5.5 million Australians. All this with a media spend of $0. Climate Council donations increased overall and Young Henrys was featured in the public eye as the brewer behind the beer that lets you “taste the effects of Climate Change”. But most importantly, the Australian Government agreed to sign the historic Paris Climate Change Accord in November 2015. While we can’t directly attribute Drought Draught to their actions, we like to think that turning the nation’s narrative on Climate Change, into a more palatable argument about beer, had something to do with it.
Drought Draught was a promotional campaign designed to incite action from an inactive target audience – Aussie beer drinkers. In pubs and clubs across the country, our target audience was asked to take part in a taste-taste of the Drought Draught beer. Afterwards they were given the opportunity to donate the cost of their next beer to the Climate Council, Australia’s leading Climate Change lobbyist, helping increase their funding to influence policy makers and government.
Australians had tuned out to the traditional scare tactics used in Climate Change campaigns. All the talk about shrinking ice caps, rising sea levels, increased drought and severe weather events was falling on deaf ears because Aussies weren’t seeing the direct impact it would have on their day-to-day lives. But beer is sacred to the average Australian male. It’s engrained in our culture and way of life. By demonstrating the effects Climate Change would have on beer we were presenting an argument for Climate Change action in a very Australian and masculine way. Furthermore, we did it in an environment conducive to robust conversation - the Australian pub. Our call to action was also very Australian. We used the concept of giving a “shout”, letting pub-goers take action on Climate Change at the bar counter by donating the cost of a beer to the Climate Council or online at drought-draught.com.au