Receiving the brief for DB Export was exciting. We’d come off the back of the highly successful “Brewtroleum” campaign that had delivered amazing results, both from a business and marketing perspective. It had also been hugely successful from an awards point of view with several international and local wins.

Thankfully, our job was made easy by the creative agency, Colenso BBDO, coming up with another cracking idea – to turn empty DB Export bottles into sand. It’s not often you get the opportunity to work on two world-first campaigns in a row.

Business challenge

We were faced with the same business challenge – beer consumption was in decline. Though DB Export was in growth, thanks in part to the success of the “Brewtroleum” campaign the previous year, we needed to maintain the momentum by delivering a campaign that would inspire and galvanise New Zealand beer drinkers.