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 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.
Ricardo John, jury president and chief creative officer of J. Walter Thompson in Brazil, 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 by-products is not uncommon, DB claimed to be the first brewery to make beer-based biofuel commercially available.
Read more about the jury's decision over at AdAge.com
New Zealand's DB Beer is doing its bit to save the planet by turning its leftover brewing yeast into biofuel. The brewery teamed up with biofuel provider Gull to create the product, which is available at 60 gas stations across New Zealand including a flagship station in Auckland.
Although biofuel made with alcohol by-products is common, DB claims to be the first brewery in the world to make beer-based biofuel commercially available. It spent six months on R&D on the project, which includes a humorous TV ad, seen here, by agency Colenso BBDO and director Tim Bullock of Scoundrel, urging people to drink more beer and save the planet. DB drinkers can also get a discount on the fuel when they buy the beer.