Transforming one of Australia’s most familiar pub rituals into a large-scale fundraising platform supporting farmers through Rural Aid. The campaign execution was awarded in a competitive PR tender process for The Great Shout.

The campaign spanned live stadium integration, experiential activations, retail and venue partnerships, social, and earned media, with every schooner of Great Northern Super Crisp purchased at Suncorp Stadium across the weekend triggering a 50c donation to Rural Aid. The initiative also extended to more than 200 participating pubs and clubs across Queensland through Great Northern keg sales.