Showcase

Campaign: Drought Draught

WPP company(s):
GPY&R Brisbane
Client:
WWF
Value:
AUS$75,000

Overview

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.

Results

  • 16,500 video views in the first 24 hours.
  • Partnerships with leading Australian craft brewers; Young Henrys and Willie the Boatman.
An alcohol dispenser