Wilderness Society | Giant Lobster Ale
Our challenge:
The Tasmanian Giant Freshwater Lobster was headed for extinction. There was a recovery plan, but Environment Minister Josh Frydenberg wouldn't sign.
How do you get real Australians to stand up for a threatened species they only just heard about?
Our solution:
Beer. Australians quite like it.
One local lobster expert told us a legendary tale of thirsty bushman opening their beers with the Giant Lobster’s powerful claws.
We had our hook. It was time to crowdfund a brew.
Crowdfunding
Tasmanian legends Moo Brew offered to donate the liquid gold. We turned to Pozible to raise the $20,000 we needed to make our beer famous enough to save this lobster once and for all. We flew past our target.
Design
We asked our buddies at Alter to whip us up some packaging to seduce the fussy beardy beer crowd.
“The beer that could save the Tasmanian freshwater lobster.”
- Australian Geographic
“Beer brew fundraiser to help Tasmania’s endangered
freshwater lobsters.”
- ABC News
“Be a conservationist
by drinking beer.”
- The City Lane
The result:
Giant Lobster Ale sold out instantly. Our marketing whipped up a frenzy of support for the lobster that reached the media and beyond the green bubble.
We sent Environment Minister Josh Frydenberg the first six pack.
Not only did he sign the Giant Lobster recovery plan, he asked for a poster.