XXXX
Repurposing the design of a 145 year old beer, to protect Queensland waterways.

XXXX has been the beer of Queensland for 145 years and is committed to protecting ‘the good life’. A life that revolves around the great outdoors and living life near the water. However, Carp, an invasive fish species are breeding uncontrollably in the waterways, destroying aquatic vegetation that’s pivotal to keeping the waterways clean and which help purify agricultural runoff before it reaches the Great Barrier Reef.

To help solve the Carp problem we turned cans of XXXX beer into lures, and an invitation to fish. We did this by repurposing the XXXX GOLD can, taking the 145 year old logo and adding a carp attracting lure outline through the middle of it. The can was then re-branded XXXX LURE instead of the classic XXXX GOLD.

Through story-telling on the can we helped consumers see that the solution to carp was already in their hands - simply drink a beer, cut out the lure and cull some carp. Each can could be scanned to show how to cut and fit the lure, and a live map showcased optimal Carp fishing spots. The cans were promoted in bottle stores, fishing blogs and via targeted social media. While encouraging Queenslanders to fish may not seem ground breaking, educating Queenslanders who are passionate about the good life to understand the impact Carp are having on waterways and ultimately the Great Barrier Reef is invaluable.