Denmark’s Roskilde – one of Europe’s largest music festival – is known for bringing a bit of enlightenment with its entertainment.
And 2015’s social initiative was the ‘piss to pilsner’ project. Think of it as beercycling if you like – with organisers aiming to collect 25,000 litres of urine from around 100,000 festivalgoers, which will then go on to fertilise malting barley for beer.
The beer produced will be ready just in time for 2017’s audience – while the message about waste and sustainability is there to enjoy instantly. And against acts like Paul McCartney and Florence Welch – we think it’s this act for good that was the true star of the show.
Via. Brand Channel http://bit.ly/1SJmMEJ