DB Export beer drinkers aim to save NZ’s beaches in latest campaign via Colenso BBDO
The world is running out of sand. Sand is used in everything from construction to pharmaceuticals, and as a result two thirds of the world’s beaches are retreating.
To help fight the global sand shortage, DB Export, via agency Colenso BBDO, Auckland, is once again turning to the collective power of beer drinkers.
The brewery has built a fleet of machines that let their drinkers instantly turn their empty bottles into sand substitute. DB Export Beer Bottle Sand will then be supplied to construction companies and commercial partners, reducing the country’s dependence on beach-derived sand. To do their bit, New Zealanders simply have to empty a bottle of DB Export.
The Beer Bottle Sand Machines reduce an empty bottle of DB Export into sand substitute in just 5 seconds. As the bottle is inserted, a laser triggers a wheel of small steel hammers spinning at 2800rpm. As the bottle is pulverised a vacuum system removes silica dust and plastic labels, leaving behind 200 grams of sand substitute.
The brewery is in the process of finalising a two year deal to supply DB Export Beer Bottle Sand to Drymix – New Zealand’s biggest producer of bagged concrete. Beer Bottle Sand will also be supplied to national roading projects, commercial and residential construction, right through to golf bunkers.
Says Colenso BBDO Creative Chairman Nick Worthington: “Brewtroleum’s success came through finding partners who could make the idea more than advertising. We’re thrilled to partner with the country’s biggest construction companies to make DB Export Beer Bottle Sand a viable alternative to beach sand. And we’re excited to work with DB Export drinkers to ensure a reliable supply of empty bottles.”
Says Sean O’Donnell, Marketing Director at DB Breweries: “We can’t solve the problem alone but we knew we could do more to help. Our ambition is to help drive more recycling whilst looking out for the beaches which are an integral part of our Kiwi DNA. We’re proud to launch an initiative that can help us do our bit to protect our beaches for future generations.”
* The world has no shortage of desert sand but unfortunately it’s unusable for construction as the grain is too round. It can however be used to make bottles like DB Export Gold.
*In New Zealand, 3 out of every 12 beers sold end up in landfill. This project aims to keep recyclable glass out of landfill and sand on New Zealand’s beaches.
*Brewtroleum production continues with a third batch of 30,000 litres set for release later this year through Gull petrol stations around the country.
Client: DB Breweries
Creative Agency: Colenso BBDO
Production Company: FINCH
Media Agency: PHD
PR Agency: Spark PR & Activate
Shopper Marketing Agency: Raydar
Digital Agency: Union Digital
13 Comments
Surprised no one has come up with this before
HAHAHAHAHAHAHAHAHAHAHA
there is not a single comment here..
This idea was conceived by a team at DDB, taken by another creative to Colenso, given a slightly new twist, and sold to DB. Poor form, embarrassing lengths to win. Whilst the masses won’t care, and award juries won’t know, the people involved will have to live with it. Sure we’re not saving lives in this industry, but you have to have some sort of moral code surely?
You mean like the way McWhopper was conceived whilst the creatives were at Colenso, presented to BK clients and then a few years later Y&R did it?
Didn’t hear anyone get their knickers in a twist about that one….
No not the same as McWhopper. The McWhopper idea travelled with the creative that came up with it. The creatives who came up with this idea, are still at DDB. This idea traveled to Colenso with creatives that just knew about the idea. Also not to mention the DB client was a suit on Lion at DDB at the time.
That didn’t happen. I would know.
But, will it make the target audience drink more Export? I doubt it.
Hey cry babies. Do some real work. This award’s fodder is what will keep you all under paid and renting someone else’s house. Good work is the stuff that turns n brief that’s been round for decades into something incredible, not some idea that sluts around ’til someone does it.
Were you in the DDB creative dept when this happened? I was. Four creatives worked on the idea. Two are now at Colenso. The idea didn’t get stolen, it got made.
Wasn’t Oriental Parade beach sand added to with recycled glass about 20 years ago?
So all four names are going to be on the work then?
The difficult second idea.