How could a man resist Colenso’s latest idea? This is the story of DB Export Brewtroleum…
DB Export and Colenso BBDO have succeeded in creating DB Export Brewtroleum – a biofuel made from the yeast leftover after brewing beer – with help from New Zealand’s leading biofuel provider, Gull.
The idea’s next step is obvious. And it’s stated in Colenso’s Brewtoleum video: “Men, the world needs you to drink DB Export. For peace, prosperity, for the polar bear…”
The biofuel is now available to all New Zealanders at every Gull station in the country after launching nationwide at pumps on July 5. Part of this launch included a flagship station in NZ’s largest city, Auckland. On its first day, thousands of people fuelled up with what is a world-first from the brewery.
The clean-burning fuel is a result of 6 months’ meticulous R&D by the agency and its partners to extract pure ethanol from the natural beer waste of DB Export. Colenso took 58,000 tonnes of yeast slurry and turned it into 300,000 litres of planet-saving biofuel. Unlike fossil fuels, DB Export Brewtroleum is made from renewable resources and emits significantly less carbon than traditional petroleum. DB Breweries has become the first company in the world to make beer-derived biofuel commercially available.
Chief creative officer, Nick Worthington, stated, “It’s not often you get to develop and execute a concept that transcends traditional advertising and has the ability to really make a difference to the planet. Of course, long-term success will come down to the dedication and commitment of our drinkers. They’ve helped us make the first 300,000 litres and now we’ll ask everyone to lend a hand and drink a few cold ones in the fight against global warming.”
…Which is where Colenso’s Brewtroleum video comes in. Colenso BBDO shot the ad with Scoundrel’s Tim Bullock. With a nod to Sir Winston Churchill’s oratory and a touch of friendly humour, the film asks men to continue to drink DB Export in order to “save the entire world” by keeping up the flow of Brewtroleum. Drinkers can also get a discount on the fuel by purchasing DB Export.
Brewtroleum from Colenso BBDO on Vimeo.
DB Export Brewtroleum can be used in all petrol engines and is the first idea under DB Export’s new mantra of Made by Doing.
Creative Credits:
Client: DB Breweries
Agency: Colenso BBDO
Production Company: Scoundrel
Partners: SparkPHD & PR, Franklin Road, Blockhead, Union
