GPY&R Brisbane create ‘Drought Draught’ beer to demonstrate impact of climate change

GPY&R Brisbane has created a project to coincide with the World Wildlife Fund’s Earth Hour to show how climate change will hurt the quality of Australian beer by producing a ‘Drought Draught’.

The creative agency has teamed up with craft brewers Willie The Boatman and Young Henrys to create the beer which is made with drought-affected ingredients, in a bid to stir Australians to think more seriously about climate change.

GPY&R Brisbane creative director Breandan Greaney said: ““Aussies love their beer. So what better way to incite action than by showing it will affect something they hold dear?”

Drought Draught

Leo Burnett Sydney is traditionally Earth Hour’s creative agency of record and worked on the event’s 2015 campaign, with Drought Draught a one-off project for GPYY&R who saw a synergy with the project and Earth Hour’s theme of how global warming is effecting Australian food and farming.

The beer was launched at a special ‘Save the Ales’ event in Sydney as part of this year’s Earth Hour activities at the end of March. The YouTube piece of content was a teaser for the campaign launch which was posted to the WWF Facebook page.

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.

Mumbrella understands the special beer has only been promoted so far via social media and PR and the live event, with future taste tests currently being planned.

Reece Proudfoot, Earth Hour community engagement manager, said: “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.”


Earth Hour Community Engagement Manager: Reece Proudfoot
Earth Hour PR Manager:                                               Rachael Bruzzese

Brewer:                                                                                Pat McInerney, Willie The Boatman

Brewer:                                                                                Sam Fuss, Young Henrys
Agency:                                                                                GPY&R Brisbane

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


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