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Support for climate change action had fallen in Australia. WWF wanted a new way to rally more Australians behind the issue. So GPY&R Brisbane reframed the message to galvanise
… read moresupport from one of the largest demographics in the country. Beer drinkers.Climate Change means more droughts, impacting beer's main ingredients barley, hops and water. This could mean we’ll end up paying more for average tasting beers. To demonstrate this, we brewed a beer from poor quality barley (a really bad tasting beer) called Drought Draught.
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Credits
Other credits
Group Managing Director - Phil McDonald
Chief Digital Officer - Rob Hudson
Earth Hour Community Engagement Manager - Reece Proudfoot
Earth Hour PR Manager - Rachael Bruzzese
Brewer - Pat McInerney (Willie The Boatman)
Brewer - Sam Fuss (Young Henrys)