Bundaberg Design & Branding ROAD TO RECOVERY by Leo Burnett Sydney

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ROAD TO RECOVERY

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Industry Rum
Media Design & Branding
Market Australia
Agency Leo Burnett Sydney
Creative Director Vince Lagana, Grant Mcaloon
Art Director A. Chris Moreira, Ben Alden
Copywriter Mark Scholler, Michael Dawson
Client Service Director Peter Bosilkovski
Photographer Christopher Ireland
Released December 2012

Awards

Asia Pacific Advertising Festival (AdFest) 2014
DESIGN LOTUS PACKAGING DESIGN SILVER

Credits & Description

Advertiser: DIAGEO AUSTRALIA
Agency: LEO BURNETT SYDNEY
Category: Consumer Products
Advertising campaign: ROAD TO RECOVERY
: (Blazze Laser Embellishing)
Chief Creative Officer: Andy Dilallo (Leo Burnett Sydney)
Art Director: Ben Alden (Leo Burnett Sydney)
Photographer: Christopher Ireland (Pool)
Print Producers: Michelle Browne (Leo Burnett Sydney)
Account Managers: Sam McGown (Leo Burnett Sydney)
Client Service Director: Peter Bosilkovski (Leo Burnett Sydney)
Print Producers: Ronald Regis (Leo Burnett Sydney)
Creative Director: Vince Lagana (Leo Burnett Sydney)
Print Producers: Adrian Jung (Leo Burnett Sydney)
Designers: Ben Alden (Leo Burnett Sydney)
Art Director: Chris Moreira (Leo Burnett Sydney)
Print Producers: Jeremy Devilliers (Leo Burnett Sydney)
Copywriter: Mark Schöller (Leo Burnett Sydney)
Copywriter: Michael Dawson (Leo Burnett Sydney)
Creative Director: Grant McAloon (Leo Burnett Sydney)
Account Managers: Holly Matchett (Leo Burnett Sydney)
Planner: Mathieu Dauner (Leo Burnett Sydney)

Client Brief Or Objective
On January 26, the town of Bundaberg was hit by the second catastrophic flood in as many years. But this was the worst on record, cutting the threads that bind our community – our streets.

Outcome
The response was overwhelming. Over 6000 people made the pilgrimage to the town for the weekend of March 16, swelling the population by 8%. It was the biggest tourism event Bundaberg has ever seen. An estimated $2.5m was pumped into the struggling local economy. The rum completely sold out, raising $300,00 for charity. Nearly $1m in PR was generated, with 169 media pieces. The total reach exceeded 7 and a half million people.

Brief Explanation
As Bundaberg’s most famous resident, we vowed to get public attention, and people back on the broken streets of Bundaberg. So we announced Road to Recovery, a very special limited edition. Emblazoned with every one of Bundaberg’s flood-affected streets, there would be 171 unique bottles. In so doing, we reclaimed the streets for the people of Bundaberg.The rum would only be available from our Distillery on the weekend of March 16, drawing thousands to our town and giving the decimated economy a shot in the arm.

Implementation
The aim of this design was to capture the spirit of this unique initiative. To create a piece that would enshrine the individual streets the same way the rum does. In doing so we produced some remarkable pieces that could then be auctioned off to raise more money for flood relief charities, and helped to ensure the bravery of this community would never be forgotten.