Did you know, you can’t have a beer, without a planet? It’s true. DB Export has a history of saving the entire world to give the simple act of having a beer a higher purpose. That’s why, when it came time to put ink to paper on a new press campaign, DB Export asked its creative agency if there was a better way to do it. One, mother nature would be more proud of.
New Zealand is home to some of the most beautiful parts of planet earth, and all New Zealanders feel a sense of responsibility to keep it pure for the generations to come. That’s why, rather than send a nationwide press campaign to print, DB Export chose to skip the paper and save the lives of hundreds of innocent trees in the process. Consisting of three innovative ‘full-page’ executions, this newspaper campaign – printed on radio waves – carried a message of hope, and beer, to all mankind.
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The radio executions didn’t just give Kiwi blokes another reason to have a beer, they gave the beer itself a higher purpose – one that all New Zealanders could raise a glass to.
All elements of the campaign ran from October 2018 to January 2019. The target audience were male beer drinkers between the ages of 18–49. The radio stations reflected these demographics, as it aired on 5 different New Zealand radio stations, including Hauraki, Flava, MaiFM, The Rock, and ZM.