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VB Solar Exchange
Agency Clemenger BBDO Melbourne + Carlton & United Breweries (CUB) + Betty Wants In. + Finish Productions
Category
Green Pencil
Annual ID
OS22_GP005M
About the Work
Introducing the VB Solar Exchange, the world’s first energy program that allows the public to exchange their own solar energy for beer. That’s right, rather than selling their excess solar energy back to the grid for a fixed price (which is what currently happens for people with solar panels), people can now send it to VB and get a better price for their energy paid in beer.
The VB Solar Exchange has been developed in partnership with green electricity retailer, Diamond Energy, and Power Ledger, a blockchain powered software company. Solar Exchange is available across Australia, with residences that have solar panels installed at their homes. Aussies signed up can track the solar energy they’ve accumulated and the beer they’ve exchanged online, with cases being delivered to their homes each quarter in-line with their billing period, free of charge.
Solar Exchange provides genuine utility and value for VB fans, whilst giving them a sense they’re contributing to sustainable business practices. During the first 12 months of the program, VB has committed to providing consumers with a total of 360,000 beers in exchange for over 2million kWh.
For VB, this direct-to-consumer model revolutionises the traditional methods in which a brand engages with consumers and opens up the conversation around how businesses can integrate sustainable practices into their innovation workstreams going forward.
It really is a win for the environment, a win for VB and a win for beer lovers.
This world-first program encourages VB’s biggest fans to get excited about solar energy and paves the way for more innovative and sustainable partnerships between consumers, energy providers and FMCG brands. As a direct action, our aim was to encourage people to sign-up to the program whilst simultaneously raising awareness for sustainable and innovative business practices.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Clemenger BBDO Melbourne
PR / Marketing Agency
Clemenger PR
Client / Brand
Carlton & United Breweries (CUB)
Production Company
Betty Wants In.
The Jacky Winter Group
Music / Sound Production Company
Squeak E. Clean Studios
Post Production Company
Finish Productions
Flutter
Freelancer
Joel Egan-DP
Art Director
Dal Evans de Almeida
Copywriter
Michael Hughes
Animator
Stephen Elliget
Chief Creative Officer
James McGrath
Director
Dom Meehan
Director of Photography
Joel Egan
Executive Creative Director
Jim Curtis
Executive Producer
Drew Dunlop
Li Lang Johnson
Sonia von Bibra
Illustrator
Ben Sanders
Producer
Alexandra Curtis
Alexandra Gillespie
Casting Agent
Peta Demartis
Casting Company
Studio P. Casting
General Manager - Carlton & United Breweries (CUB)
Jonny Berger
Head of Classic Brands
Hayden Turner
Head of Public Relations
Nick Zonnios
Marketing Manager - Victoria Bitters
Marc Lord
Senior Business Director
James Kerr
Lauren Hunt
Sound Engineer
Dee Gjested
Sound Producer
Alice Vanderway
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