The brief for the campaign by Thinkerbell and UM media was to compel people to "live life like beer depends on it", as beer’s survival really does depend on how we treat the planet.
The spot features a beer drinker, detailing the detrimental effects, pollution, and our carbon footprint has on the earth, placing the simplicity of drinking a cold bottle of XXXX Gold on the beach at risk of extinction.
The work was underpinned by a range of out-of-home and digital executions across heartland
