Don't care about climate change? You might get a little bit more worried when you taste how it will affect your beer.
The campaign, for WWF by GPY&R Brisbane, aims to galvanise support from one of Australia's largest, untapped demographics: beer drinkers.
To make the point, GPY&R worked with craft brewers Willie the Boatman and Young Henrys to create a poor quality beer made with drought- affected ingredients. GPY&R Brisbane creative director Brendan Greaney said it means beer drinkers can literally "taste the effects of climate change".
"Aussies love their beer," Greaney said. "So what better way to incite action than by showing it will affect something they hold dear?"
"Our aim is to turn beer drinkers into a political force to send a message to those who can make change happen."
Drought Draught was launched at a "Save the Ales" event in Sydney during this year's Earth Hour activities. It will be roll out across the country in a series of taste-testing eventing leading up to the UN Paris Climate Conference in November.
