Title | CUTOUT |
Brand | DIAGEO AUSTRALIA |
Product / Service | BUNDABERG RUM |
Category | A02. Posters |
Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
Entrant Company | LEO BURNETT SYDNEY, AUSTRALIA |
Advertising Agency | LEO BURNETT SYDNEY, AUSTRALIA |
Name | Company | Position |
---|---|---|
Blazze Laser Embellishing | Blazze Laser Embellishing | Laser Embellishing |
Jeremy Devilliers | Leo Burnett Sydney | Print Producer |
Ben Alden/Jason Young | Leo Burnett Sydney | Designers |
A. Chris Moreira | Leo Burnett Sydney | Art Director |
Ben Alden | Leo Burnett Sydney | Art Director |
Mark Schöller | Leo Burnett Sydney | Copywriter |
Michael Dawson | Leo Burnett Sydney | Copywriter |
Vince Lagana | Leo Burnett Sydney | Creative Director |
Grant Mcaloon | Leo Burnett Sydney | Creative Director |
Andy Dilallo | Leo Burnett Sydney | Chief Creative Officer |
As Bundaberg’s most famous resident, we vowed to get public attention, and people back on the broken streets of Bundaberg. So we announced Road to Recovery, a very special limited edition. Emblazoned with every one of Bundaberg’s flood-affected streets, there would be 171 unique bottles. In so doing, we reclaimed the streets for the people of Bundaberg. The rum would only be available from our Distillery on the weekend of March 16, drawing thousands to our town and giving the decimated economy a shot in the arm.
Brief: After the streets of Bundaberg were inundated by the worst floods in its history, a limited edition rum was created to draw people back to the town. Called ‘Road to Recovery’, the bottles were emblazoned with the names of Bundy’s flood-affected streets. All 171 of them and were only available at an event held at the distillery in Bundaberg. We needed to promote awareness of the campaign and drive donations to the relief effort and lure rum adorers to the town.
Creative solution: With this cutout poster we exactly replicated the streets of Bundaberg. We paired it with a message that captures the resilience of the local community.
Results: 6000 people came to Bundy. Sales of Road to Recovery raised over $300,000 for flood victims an injected 2 million into the local economy.