WWF launches Drought Draught to brew up climate change awareness via GPY&R Brisbane

DD Press_640x390_RGB_Line_MedRez.jpgThere's a lot of talk around Climate Change and whilst awareness is increasing, Australians still only rank it as 5th on their list of overall concerns (according to recent polls). So GPY&R Brisbane has 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'.

Says Brenden Greaney, creative director, GPY&R Brisbane: "Aussies love their beer. So what better way to incite action than by showing it will affect something they hold dear?"

Says Reece Proudfoot, Earth Hour community engagement manager: "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.

Says Greaney: "Our aim is to turn beer drinkers into a political force to send a message to those who can make change happen."  
Earth Hour Community Engagement Manager: Reece Proudfoot
Earth Hour PR Manager: Rachael Bruzzese
Brewer: Pat McInerney (Willie The Boatman)
Brewer: Sam Fuss (Young Henrys)

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


Ossie said:

Demonstrating the effects in an everyday way. What an interesting way to spark conversations around a hugely important issue. And in an environment that is conducive to conversations. This is great! Hats off.

Just great said:

So good. It's like small world machines. Top draw thinking.

Beer Critic said:

I bet it tastes as bad as Tooheys or Carlton.

Social Boy said:

Nice work lads. Great idea, great demonstration.

Tom said:

GPY&R Brisneyland on a roll!
Nice idea.

Jo S said:

A clever and unexpected solution to a problem we're all getting a bit blasé about - well done Shaun and co!

Anything to raise awareness, and this seems like a pretty fantastic idea.

Keckers said:

Really nice, well done.

Vince the cleaner said:

Super idea & placement. I'd love a shit glass of drought draught.

Mac said:

While beer is a great way to get people thinking and talking, the idea could also be extended out to other everyday demonstrations too. Besides producing drought-affected wine and spirits, shitty fruit and veg could be dotted amongst the good stuff at supermarkets with a little sign indicating its purpose. Or dodgy bread samplers at bakeries. Probably not milk and meat though...
It's 'campaignable'.

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