Bundaberg Design & Branding BUNDY RED COASTERS by Leo Burnett Sydney

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Industry Rum
Media Design & Branding
Market Australia
Agency Leo Burnett Sydney
Creative Director Tim Green
Art Director Matt Swinburne
Copywriter Mike Felix
Producer Jeremey Devilliers
Photographer Andreas Smetana
Typographer Designer Jason Young
Released April 2012

Credits & Description

Category: Promotional Item Design
Product/Service: BUNDABERG RED
Chief Creative Officer: Andy Dilallo (Leo Burnett Sydney)
Art Director: Matt Swinburne (Leo Burnett Sydney)
Copywriter: Mike Felix (Leo Burnett Sydney)
Creative Director: Tim Green (Leo Burnett Sydney)
Head Of Copy: Grant Mcaloon (Leo Burnett Sydney)
Head Of Art: Vince Lagana (Leo Burnett Sydney)
Photographer: Andreas Smetana
Typographer: Jason Young (Leo Burnett Sydney)
Producer: Jeremey Devilliers (Leo Burnett Sydney)
Head Of Client Service: Peter Bosilkovski (Leo Burnett Sydney)
Account Director: Claire Kesby-Smith (Leo Burnett Sydney)
Account Director: Sam Mcgown (Leo Burnett Sydney)
Account Director: Suz Rundle (Leo Burnett Sydney)
Media placement: Coasters X 3 - Pubs And Bars - 30th April 2012

Describe the brief from the client
Raise awareness and desirability for Bundaberg Red, the smooth variant in the Bundaberg Rum range (Bundaberg is an iconic Aussie brand). Communicate the message that Bundaberg Red is an extra smooth rum.

Describe the challenges and key objectives
The objective was to create a piece of design that captured the new found sophistication of the Bundaberg brand while still doing justice to the campaign idea. The design also needed to feel authentic as a period piece.

Describe how you arrived at the final design
The idea was to tell the sad, ironic tales of creatures that are a lot more deserving of smooth taste than we are but will never get to enjoy it. We decided to personify the animals visually by giving them human bodies. This was to help the viewer literally imagine a human going through the same thing they do. The photographs are designed to mimic old photo journalistic documentation of hard times in recent human history. The typography was referenced from vintage portrait cards that photographers used to use to advertise themselves.

Give some indication of how successful the outcome was in the market
This print campaign is tied to TV, which is launching over the next month and radio which has already launched, so it is difficult to isolate individual results, and it is also very new to the market.