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BUNDABERG RUM
‘CHEERS TO A LEGEND’
Leo Burnett Sydney
With over 125 years of history, Bundaberg Rum is an Australian legend. But in 2015, it had become a bit stale. We needed to create a campaign that would reiterate Bundy’s status as a cultural icon but also make our can fun and relevant for a new generation of Aussie drinkers. We decided to honour our fellow Aussie legends, by handing over our famous can. 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 the Bundaberg 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 or Phar Kelly, a bank-robbing racehorse. In total there were 121 possible legends.
