The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Green Pencil

VB Solar Exchange

Agency Clemenger BBDO Melbourne + Carlton & United Breweries (CUB) + Betty Wants In. + Finish Productions

Client Carlton & United Breweries


Green Pencil

Annual ID


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




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


Joel Egan-DP

Art Director

Dal Evans de Almeida


Michael Hughes


Stephen Elliget

Chief Creative Officer

James McGrath


Dom Meehan

Director of Photography

Joel Egan

Executive Creative Director

Jim Curtis


Ben Sanders

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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