| Title | THINK TANK |
| Brand | DIAGEO AUSTRALIA |
| Product / Service | BUNDABERG RUM |
| Category | C04. Community Applications |
| Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
| Entrant Company: | LEO BURNETT SYDNEY, AUSTRALIA |
| Advertising/Web Design Agency: | LEO BURNETT SYDNEY, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Andy DiLallo | Leo Burnett Sydney | Executive Creative Director |
| Tim Green | Leo Burnett Sydney | Art Director/Creative Director |
| Rupert Taylor | Leo Burnett Sydney | Copywriter |
| Kieran Ots | Leo Burnett Sydney | Art Director/Digital CD |
| Rob Kleckner | Leo Burnett Sydney | Copywriter |
| Dan Oliva | Leo Burnett Sydney | Art Director |
| Peter Bosilkovski | Leo Burnett Sydney | Head of Client Service |
| Jodi McLeod | Leo Burnett Sydney | Account Director |
| Sam McGown | Leo Burnett Sydney | Account Manager |
| Tim Denton | Leo Burnett Sydney | Producer |
| Robin Walters | Curious | Director |
| Warwick Heathwood | Leo Burnett Sydney | Planner |
| Tara Riddell/Peter Grasse | Curious | Producers |
| Daniel Ardilley | DOP | |
| Adrian Gunadi | Leo Burnett Sydney | Digital Producer |
| Kevin Brown/William Parry | Leo Burnett Sydney | Developer |
| David Mugford | Leo Burnett Sydney | Designer |
| Guillotine | Edit House | |
| Cutting Edge | Post Production | |
| Song Zu | Music |
Bundaberg Rum is a brand with a history of ingenious thinking – the rum was created in 1888 as an ingenious solution to a molasses surplus. But in recent years young men had come to see the brand as unintelligent. They had grown up seeing Bundy as a very ‘Aussie’ brand much loved by their fathers and older brothers, but to them it was lowbrow. Our objective was to re-establish Bundaberg Rum as a brand that stood for ingenious thinking, and re-connect with a younger, more intelligent audience. Our idea was The Think Tank – an online platform where people could submit their most bothersome conundrums, which would be transformed into ingenious solutions and then filmed.