CUTOUT

TitleCUTOUT
ClientDIAGEO AUSTRALIA
Product / ServiceBUNDABERG RUM
CategoryA02. Posters
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency LEO BURNETT SYDNEY, AUSTRALIA

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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