WWF wanted a new way to rally more Australians behind the issue of climate change. So GPY&R Brisbane teamed up with them to galvanise support from one of Australia’s largest demographics – beer drinkers. Climate change means more droughts, impacting beer’s main ingredients barley, hops and water. Teaming up with craft brewers, they created a beer from poor quality barley called Drought Draught, enabling Australians to literally ‘taste the effects of Climate Change’. This is an ongoing campaign.