Title | CHEERS TO A LEGEND |
Brand | DIAGEO AUSTRALIA |
Product / Service | BUNDABERG RUM |
Category | A03. Augmented Mobile Experience |
Entrant | LEO 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 |
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 |
We decided to honour our fellow Aussie legends, by raising a can to them. We called it ‘Cheers to a legend’
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.