Leo Burnett Sydney (AUSTRALIA)
|Diageo Australia, Bundaberg Rum: "Bundy Bottle"||38-02203-GD|
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
Agency Producer(s): Jeremy Devilliers/Adrian Jung/Ronald Regis
Laser Embellishing: Blazze Laser Embellishing
Chief Creative Officer: Andy DiLallo
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 proceeds from the rum would be donated to restoring the streets of Bundaberg. We needed to produce a package that would capture the spirit of this idea.
Creative solution: This unique package perfectly replicates the streets of Bundaberg, reclaiming them from the floodwaters. They were auctioned off at the Distillery event, raising money for the relief effort.
Results: 6000 people came to Bundy injecting an estimated 2.5 million into the local economy. Sales of Road to Recovery raised $300,000 for flood relief.