Execution

Australia was in the middle of a mixed drinks revolution. And Bundaberg Rum wasn’t part of it. The crowd we hung out with only ever mixed with cola and ice. It was time to get out and meet new people. So we created the ‘Magnificent Mixing Booth’, an interactive, all-playing, all-speaking, mixing machine that took Bundaberg Rum to a whole new crowd. ‘The Magnificent Mixing Booth’ is an ingenious fusion of 21st century holographic technology and 19th century craftsmanship that bought one of the brand’s founding fathers back through time - Frederick Lionel Nott, a fine Victorian gentleman, large of moustache and talent. We positioned him as the world’s first GJ, or ‘Gramophone Jockey’- a master in the art of mixing, be it music or drinks. Perched in his booth, Lionel hosted a series of experiential nights dedicated to the art of mixing music and drinks. Programmed with over 300 automated quips and comments, Lionel could interact with drinkers, live performers and DJs while video projections featuring Lionel kept in sync with the beats. All this, combined with cocktail experts behind the bar showing Bundaberg Rum’s versatility.