Bundaberg Film, Digital Cheers to a Legend by Leo Burnett Sydney

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Cheers to a Legend

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Industry Alcoholic drinks & Tobacco
Media Film, Digital, Interactive & Mobile
Market Australia
Agency Leo Burnett Sydney
Executive Creative Director Vince Lagana, Grant Mcaloon
Senior Art Director Ben Alden
Senior Copywriter Michael Dawson
Production MediaMonks
Released January 2016


D&AD Awards, 2016
Mobile Marketing Integrated Mobile Campaigns Wood Pencil

Credits & Description

Agency: Leo Burnett, Sydney
Client: Diageo Australia
Designer: Jason Young
Digital Art Director: Janifer Wong
Digital Creative Director: Kieran Ots
Executive Creative Director: Grant Mcaloon, Vince Lagana
Executive Producer: Laurent Marcus
Illustrator: Diego Patino, Jacky Winter Group
Senior Art Director: Ben Alden
Senior Copywriter: Michael Dawson
Senior Producer: Julie Bourges
Senior Producer: Michelle Browne
Production Company: Mediamonks
Account Manager: Elizabeth Maunsell
Brand Manager (Client): Abyan Lokman
Business Director: Sam Mcgown, Mikayla Schutz
Chief Executive Officer: Andy Dilallo
Communications Strategist: Emma Montgomery
Communications Strategist: Linda Tran
Group Account Director: Kate Blackadder
Marketing Director: Adam Ballesty
Marketing Manager (Client): Jodi Mcleod, Andrew Oughton
Media Director: Stuart Capel
Senior Brand Manager: Karl Roche
Strategic Director: Thomas Miles
The Bundaberg Rum & Cola can was once an Australian legend. In 2015 we revived it, with ‘Cheers to a legend’.
11 legends were anointed and their face was emblazoned on a can. Or rather, two cans. Cheers them to complete a face, then scan it using the Bundaberg app and you’re delivered the ridiculous 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.
In total, there were 121 unique combinations. The campaign allowed every Aussie to add their own strange chapter to our national folklore.