Take away the water and the beer disappears too.

Every year SweetWater raises money with its retailers for Waterkeeper Alliance, which protects rivers and waterways. They wanted a bigger year, with little budget and less time. One appropriately beer-fuelled night, the line surfaced: No Water Means No Beer.

Then everything around it: a parallax fundraising site, Beer Fishin’ (a drinking game we invented from nothing), beer trivia, pint glasses, coasters, sell sheets, swag.

The budget was beer and lost sleep. Still the two most convincing currencies there are.