Drought Draught

Young Henrys

Activation
PR
Promo

INSIGHT

Young Australian males are fairly apathetic when it comes to Climate Change. But there’s one thing they do care about – beer. 

 

IDEA

Climate Change will have a devastating affect on the crops that make up beer’s main ingredients. So we created Drought Draught. A poor-tasting beer brewed drought-affected ingredients, so people could taste the affects of Climate Change. 

 

SOLUTION

Put on tap in pubs across the Australia, Drought Draught’s message was picked up by major news networks around the world, resulting in increased donations to the Climate Council and leaving a bitter taste in the mouths of Aussie beer lover’s.