Our campaign idea was to turn drinking beer into a selfless act of environmental heroism. So we took the surplus yeast leftover after we finished brewing DB Export, and used it to create a biofuel called DB Export Brewtroleum.
To help bring this to life, we created an ambient advertising experience in the most logical of places – the largest Gull petrol station (with the highest traffic) in New Zealand.
Every part of the station was rebranded to tell the DB Export Brewtroleum story, refills to the station were even conducted by a Brewtroleum branded petrol tanker.
From the moment the consumer entered to when they drove off, the petrol station itself was telling them the story of Brewtroleum and giving them a clear call to action – drink DB export, save the entire world.