The Challenge:
Adnams Southwold is an eco-friendly British beer and spirits company.  Unfortunately, terms like "green" and "sustainable" are becoming overused and don't resonate with consumers.  So how can they get beer drinkers to care about the Earth?
The Idea:
Pin rivaling soccer fans against each other in a contest to responsibly dispose of their booze.
Too busy for a case study? skip video to :41 for the good stuff.
Continue momentum of campaign by tracking contest data on a microsite and social media.