Bundaberg Rum - "Bundy Think Tank"

Leo Burnett Sydney

Leo Burnett Sydney McMahons Point, Australia

10116

Brand: Bundaberg Rum
Country: Australia

Advertiser: Diageo

Title	Bundy Think Tank
Agency	Leo Burnett Sydney
Campaign	Bundy Think Tank
Advertiser	Diageo
Brand	Bundaberg Rum
Posted	June 2011
Business Sector	Alcoholic
Philosophy	Bundaberg Rum is a brand with a history of ingenious thinking – the rum was created in 1888 as an ingenious solution to a molasses surplus. But in recent years young men had come to see the brand as unintelligent. They had grown up seeing Bundy as a very ‘Aussie’ brand much loved by their fathers and older brothers, but to them it was lowbrow. Our objective was to re-establish Bundaberg Rum as a brand that stood for ingenious thinking, and re-connect with a younger, more intelligent audience. Our solution was The Think Tank – an online platform where people could submit their most bothersome conundrums, which would be transformed into ingenious solutions and then filmed. The Think Tank is an application that lives on the Bundaberg Rum facebook page. To launch Think Tank we created a film featuring Bundaberg’s founding Sugar Miller. He asked people to join the Think Tank and submit their conundrums. People went to our page and gave us their conundrums. We then chose the most heinous conundrums and asked the members to solve them. They sent us their solutions. The most ingenious solutions was chosen and turned into films.
Media Type	Web Film
Application Developer	Kevin Brown/William Parry
Producer	Adrian Gunadi
Music	Song Zu
Editing Company	Guillotine
Post Production	Cutting Edge
Director of Photography (DOP)	Daniel Ardilley
Director	Robin Walters
Agency Producer	Tim Denton
Account Planner	Warwick Heathwood
Account Director	Jodi McLeod
Client Supervisor	Peter Bosilkovski
Art Director	Dan Oliva
Other	Rob Kleckner
Art Director	Kieran Ots
Copywriter	Rupert Taylor
Art Director	Time Green
Creative Director	Tim Greenwood
Executive Creative Director	Andy DiLallo
Designer	David Mugford
Producer	Tara Riddell
Producer	Peter Grasse