SUB CATEGORY :

AMBIENT PROMOTION: LARGE SCALE

COMPANY ENTERING :

COLENSO BBDO, AUCKLAND

TITLE :

DB EXPORT BEER BOTTLE SAND

BRAND :

DB EXPORT

ADVERTISER :

DB BREWERIES/HEINEKEN NZ

AGENCY :

COLENSO BBDO, AUCKLAND

CREATIVE CHAIRMAN :

NICK WORTHINGTON

CHIEF CREATIVE OFFICER :

LEVI SLAVIN

EXECUTIVE CREATIVE DIRECTOR :

DAN WRIGHT/ANDY BLOOD

CREATIVE DIRECTOR :

SIMON VICARS/ANDRE SALLOWICZ

CREATIVE GROUP HEAD COPYWRITER :

SIMON VICARS

CREATIVE GROUP HEAD ART DIRECTOR :

ANDRE SALLOWICZ

ART DIRECTOR :

BRETT COLLIVER

CREATIVE STRATEGIST :

JAMES TUCKER

SENIOR DESIGNER :

BRENT COURTNEY

HEAD OF ACCOUNT MANAGEMENT :

ANGELA WATSON

GROUP BUSINESS DIRECTOR :

BRODIE REID

BUSINESS DIRECTOR :

MITCH LOVICH

PROJECT MANAGER :

KATE BOEKHORST

SENIOR ACCOUNT MANAGER :

NEIL WALKER

ACCOUNT EXECUTIVE :

ROBERT VELA

HEAD OF BROADCAST :

JEN STOREY

EXECUTIVE PRODUCER :

PAUL COURTNEY

SENIOR PRODUCER :

SCOTT CHAPMAN

PRODUCTION COORDINATOR :

ADNAAN NAROT

HEAD OF STRATEGY :

MYLENE ONG

HEAD OF PLANNING :

ANDY MCLEISH

EXPERIENTIAL GROUP BUSINESS DIRECTOR :

NICK HARVEY

ACCOUNT MANAGER (EXPERIENTIAL) :

KATH DOUBLEDAY

PRODUCTION COMPANY :

FINCH, AUCKLAND

EDITOR :

MIKE HAMMOND (COLENSO BBDO)

POST PRODUCTION :

FINCH, AUCKLAND

SOUND DESIGN :

NATIVE, AUCKLAND

THE BRIEF :

DB EXPORT WANTED US TO CONTINUE CREATING A WAY FOR PEOPLE TO DRINK WITH A PURPOSE; SAVING THE PLANET BY DOING WHAT THEY LOVE – DRINKING BEER. BUT OUR PRIMARY AUDIENCE WASN’T IN FACT THE PUB-GOERS. INSTEAD, WE WANTED TO MAKE DB EXPORT AN INTEGRAL PART OF THE KIWI INFRASTRUCTURE.

THE STRATEGY :

MAINSTREAM BEER CONSUMPTION IS IN STEEP DECLINE GLOBALLY, NOWHERE MORE SO THAN IN NEW ZEALAND WHERE IT IS AT ITS LOWEST SINCE WORLD WAR 2. ADD TO THAT THE SUSTAINABILITY CHALLENGES THAT THE WORLD FACES, WE’RE UP AGAINST THE COAL FACE TO MAKE BEER GOOD AGAIN. KIWI BLOKES DON’T NEED ANOTHER REASON TO DRINK MORE BEER, BUT WE GAVE THEM A REASON TO.

THE EXECUTION/THE EXECUTION & CRAFT :

WE BUILT MACHINES THAT TURN EMPTY BEER BOTTLES INTO A SAND SUBSTITUTE. WE PUT THE POWER OF SUSTAINABLE DRINKING INTO THE HANDS OF KIWIS, ASKING THEM TO SINK A BOTTLE OF THEIR FAVOURITE BREW. THE DRINKER POPS THE BOTTLE IN THE MACHINE, IT’S PULVERISED BY A VACUUM SYSTEM WHICH REMOVES CONTAMINANTS LIKE PLASTIC LABELS, LEAVING BEHIND 200GRAMS OF SAND SUBSTITUTE. WE DIRECTED DRINKERS TO TAKE ONE SIMPLE ACTION: EMPTY A BOTTLE OF DB EXPORT. THE SAND MACHINE CREATED A NEW SUPPLY CHAIN FOR US, WHILST OUR TV, OUTDOOR & DIGITAL CAMPAIGNS AND PACKAGING REDESIGN SETTLED THE SCORE WITH THE PUBLIC.

THE RESULT :

IN A CATEGORY DECLINING AT 6%, DB EXPORT DRINKERS EMPTIED 26 MILLION BOTTLES - HELPING DB EXPORT BECOME THE ONLY MAINSTREAM BEER TO GROW IN VALUE AND VOLUME. THOUSANDS OF USER-GENERATED VIDEOS WERE SHARED FROM MACHINES, WITH OUR CAMPAIGN VIDEO RECEIVING 53 MILLION VIEWS AND 700,000 SHARES. THANKS TO THE HUMAN ELEMENT OF THE CAMPAIGN, BEER BOTTLE SAND WAS SUPPLIED TO CONSTRUCTION COMPANIES, ROADING PROJECTS, GOLF COURSES, AND DRAINAGE COMPANIES AROUND THE COUNTRY.