New Zealands DB Breweries and agency Colenso BBDO had a monster hit in 2015 with Brewtroleum, a campaign that took the yeast left over from the brewing process and turned it into a clean-burning, conflict-free biofuelletting consumers, in a sense, save the world by drinking more beer.

The campaign won big at every major award show last year, including snaggingan Outdoor Grand Prix at Cannes. And now, client and agency are back for an encoreone that also has an environmental activation at its core.

DVhas built a fleet of machines that crush empty glass bottles of DB Export into a sand substitute, which will be used to save New Zealands pristine beaches.

Two-thirds of the worlds beaches are retreating, the company says, as demand for sand is high in industries ranging from construction to pharmaceuticals. The bottle-crushing machines will create branded DB Export Beer Bottle Sand, which will be supplied to construction companies and other commercial partners, reducing New Zealands dependence on beach-derived sand.

Again, all New Zealanders have to do to help is chug a bottle of DB Export.

Heres an explanatory video:

A bit about the Beer Bottle Sand Machines themselves: As a bottle is inserted, a laser triggers a wheel of small steel hammers spinning at 2,800 rpm. As the bottle is pulverized, a vacuum system removes silica dust and the bottleslabel, leaving behind 200 grams of sand substitute.

The whole process takes five seconds.

Finding partners for the program was a critical step in achieving scale for the project. The brewer says it is in the process of finalizing a two-year deal to supply DB Export Beer Bottle Sand to DryMix, which is New Zealands biggest producer of bagged concrete. The sand will also be supplied to national roading projects, commercial and residential construction, and even golf bunkers.

Brewtroleums success came through finding partners who could make the idea more than advertising, says Colenso BBDO creative chairman Nick Worthington. Were thrilled to partner with the countrys biggest construction companies to make DB Export Beer Bottle Sand a viable alternative to beach sand. And were excited to work with DB Export drinkers to ensure a reliable supply of empty bottles.

We cant solve the problem alone, but we knew we could do more to help, adds Sean ODonnell, marketing director at DB Breweries. Our ambition is to help drive more recycling while looking out for the beaches which are an integral part of our Kiwi DNA. Were proud to launch an initiative that can help us do our bit to protect our beaches for future generations.

CREDITS Client: DB Breweries Creative Agency: Colenso BBDO Media Agency: PHD PR Agency: Spark PR & Activate Shopper Marketing Agency: Raydar Digital Agency: Union Digital

Read more:

Brewer Crushes Beer Bottles Into Sand to Save New Zealand's Beaches in 'Brewtroleum' Sequel - Fishbowl NY (blog)