Heineken New Zealand's "Brewtroleum" work for DB Export, handled by Colenso BBDO in Auckland, has won the Grand Prix for Outdoor at the Cannes International Festival of Creativity.
The work highlights how DB is doing its part to be environmentally friendly by turning its leftover brewing yeast into biofuel. The brand teamed up with biofuel provider Gull to create the product, which was launched last summer and made available at 60 gas stations across New Zealand. People could also get a discount on the fuel when they bought the beer at the stations.
It may seem like a nontraditional choice for outdoor, but the gas stations themselves became billboards marketing the product. Ricardo John, jury president and chief creative officer of J. Walter Thompson in Brazil, said the outdoor category has changed dramatically over the last five years, moving from a display-based medium to one that interacts with people, whether through something experiential or through something like tablets. "There are no boundaries in this category anymore," he said.
Mr. John said that the jury awarded the campaign based on solving a real business problem for the client, which was to get people to drink more beer and giving them a good excuse to do so. "These guys managed to do this, to claim that if you drink more beer you can save the world," said Mr. John. Among the metrics shared in a case study were 8.6 million brews sold.
Mr. John also said that a big reason "Brewtroleum" won was because it not only is exemplary of the best work today, but it also "offers a vision of the future... it offers a totally different perspective on the category and how we approach ideas." Although biofuel made from alcohol byproducts is not uncommon, DB claimed to be the first brewery to make beer-based biofuel commercially available.
As for the category moving forward, the jury expects this campaign to raise the bar. Next year, the category is going to have to have an "unbelievable year" to compete with this year's winner, said Mr. John.
"Brewtroleum" has been talked about among festival goers as one of the likely big winners this year. So far, it was also a strong contender in the Promo and Activation category, but it ultimately lost to REI's anti-Black Friday effort, #OptOutside.