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.
Direct advertisement created by Leo Burnett, Australia for Bundaberg, within the category: Alcoholic Drinks.