Insight: The only thing left over after a bar closes are beer bottles with one sip left in them. The leftovers get washed down the drain by bars, wasting potentially valuable resources. Beer is one of the best fertilizers for plants, due to gorged hops.

Idea: Michelob gives away plants with pots instead of other point of sale advertising products. The plant pots collect all the leftover beer. The collected beer can then be used as a resource to recultivate burnt soil in wildfire regions.

Client: Michelob Ultra, one of America’s biggest beer breweries.