CHEERS TO A LEGEND

TitleCHEERS TO A LEGEND
ClientDIAGEO AUSTRALIA
Product / ServiceBUNDABERG RUM
CategoryA03. Augmented Mobile Experience
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Idea Creation LEO BURNETT SYDNEY, AUSTRALIA
Media STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA
Production MEDIAMONKS Amsterdam, THE NETHERLANDS
Production 2 THE JACKY WINTER GROUP Melbourne, AUSTRALIA

The Campaign

We decided to honour our fellow Aussie legends, by raising a can to them. We called it ‘Cheers to a legend’

Creative Execution

11 legends were chosen & their face was emblazoned on a can. Or rather, two cans. Aussies were asked to cheers those cans to complete a face. Scan it using Bundaberg’s image-recognition app & you’re instantly delivered the tale of that legend’s life. But folklore was never meant to be factual. And that’s why you can also mash legends together, creating new legends, such as Magda Cash, a Wimbledon-winning comedienne, Banjo Bradbury, a speed-skating bush poet or Phar Kelly, a bank-robbing racehorse. In total there were 121 possible legends, each with their own unique story.

In the summer lead-up to Australia Day, the campaign was promoted through outdoor, TV, PR, social, digital, native content as well as by the legends themselves. The campaign saw Bundy & Cola reclaim its rightful place as a cultural icon. It created 171m media impressions and a 10% sales lift, placing Australia’s oldest premixed drink firmly in the top 3 in sales. The production run extended to a total of 24.6 million cans – a run that will soon be completely sold out. And the campaign allowed every Aussie to add their own strange chapter to our national folklore. Cheers to that.

By placing our brand shoulder to shoulder with these Aussie greats, we sought to reassert our legendary status. But by allowing consumers to mash legends together, we would introduce our cheeky, irreverent brand to a new, younger audience.

Credits

Name Company Position
Mark Tutssel Leo Burnett Worldwide Global Chief Creative Officer
Vince Lagana Leo Burnett Executive Creative Director
Laurent Marcus Leo Burnett Executive Producer
Grant McAloon Leo Burnett Executive Creative Director
Janifer Wong Leo Burnett Designer
Kieran Ots Leo Burnett Creative Director
Stuart Tobin Leo Burnett Art Director
Bjoern Ingenleuf Leo Burnett Copywriter
Andy DiLallo Leo Burnett Chief Creative Officer
Michael Dawson Leo Burnett Senior Copywriter
Ben Alden Leo Burnett Senior Art Director
Jason Young Leo Burnett Senior Designer
Julie Bourges Leo Burnett Senior Integrated Producer
Michelle Browne Leo Burnett Senior Producer
Kate Blackadder Leo Burnett Group Business Director
Sam McGown Leo Burnett Senior Business Director
Mikayla Schutz Leo Burnett Business Director
Elizabeth Maunsell Leo Burnett Business Manager
Emma Montgomery Leo Burnett Head of Connect Strategy
Stuart Capel Leo Burnett Media Director
Thomas Miles Leo Burnett Strategy Director
Linda Tran Leo Burnett Communications Strategist
Diego Patino The Jacky Winter Group Illustrator
Adam Ballesty Diageo Australia Marketing & Innovation Director
Jodi McLeod Diageo Australia Marketing Manager
Karl Roche Diageo Australia Senior Brand Manager
Abyan Lokman Diageo Australia Brand Manager
Links
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