Product / ServiceDROUGHT DRAUGHT
CategoryB01. Guerrilla Marketing & Stunts
EntrantGPY&R Brisbane, AUSTRALIA
Idea Creation GPY&R Brisbane, AUSTRALIA
Production GPY&R Brisbane, AUSTRALIA


Name Company Position
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

The Campaign

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.

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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


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