2013 Results

CAT 21 - Consumer Direct (DM)


Leo Burnett Sydney (AUSTRALIA)

Road to Recovery, Bundaberg Rum: "Road to Recovery"21-02216-DM

Agency (& City): Leo Burnett Sydney

Creative Director(s): Vince Lagana/Grant McAloon

Copywriter(s): Michael Dawson/Mark Schoeller

Art Director(s): Ben Alden/Chris Moreira

Photographer(s): Christopher Ireland

Film Director(s): Patrick Fileti

Agency Producer(s): Rita Gagliardi/Zoe Paulsen

Editor: Ed Copestick

Print Producers: Jeremy DeVillers/Adrian Jung/Ronald Regis

Chief Creative Officer: Andy DiLallo

Designers: Jason Young/Rob Robles

Short explanation

Two years ago the state of Queensland was engulfed by a catastrophic flood, covering an area the size of France. On January 26 this year, it was hit by another. This one punished a much smaller area, but was even more ferocious. For our hometown of Bundaberg, it was the worst in history.

The disaster led news bulletins, but before long, the media, and a flood fatigued nation, moved on and the plight of the small town was forgotten.

Our task was twofold: (1) Lure people back to Bundy to boost a decimated local economy; (2) Fight ‘flood fatigue’, ensuring the bravery of this proud community is never forgotten.

2. Describe the creative solution the brief/objective with reference to the projected response rates and desired outcome. (100 words)

We embarked on an ambitious campaign to promote flood-ravaged Bundaberg as a tourist destination. The centrepiece of the campaign was a promotional rum. Called ‘Road to Recovery’, the bottles were emblazoned with the names of Bundy’s flood-affected streets. All 171 of them. The promotion had a twist though. This highly sought-after product would only be available from the Distillery on March 16, meaning rum-lovers would need to make the journey and spend some money in our town if they wanted to claim their unique bottle. All proceeds from the rum would be donated to flood victims.


Bundaberg Rum