72andSunny has partnered with CUB-owned craft beer brand, 4 Pines, to launch a new brand platform, 'You Drink The Beer, We'll Do The Good Stuff'. The platform aims to highlight the sustainability initiatives of 4 Pines, a B Corp-certified company, including its commitment to donate 1% of its revenue to environmental organisations such as Landcare Australia.

The platform features an ad addressing the reluctance of some individuals to go above and beyond for environmental causes. The ad will be available across streaming, social and digital platforms.

The 'You Drink The Beer, We'll Do The Good Stuff' campaign is now live across 4 Pines' packaging, in bar media, streaming, social, digital and OOH. Consumers can learn more about the campaign by downloading the Good Stuff report at 4pinesbeer.com.au/good-stuff.

Annaleise Alpert, 4 Pines Marketing Manager, said, "72andSunny have been close to our purpose journey for sometime. As a brand we're optimistic about the world but on a continuous journey to use business as a force for good. This platform strikes a balance between promoting our sustainability credentials and keeping the tone light, and 72andSunny nailed it."

According to Andy Flemming, Creative Lead at 72andSunny, "Like many others, I drag out the yellow bin knowing that I could probably do a bit more to save the planet, so thank god there's a beer like 4 Pines that is doing its bit and then some. This was an opportunity to stand out with simplicity, design and a sense of the genuine as opposed to the corporate."

This campaign follows 72andSunny's previous work in the sustainability space for 'Who Gives A Crap'.