Bundaberg Rum: Think Tank

June 01, 2012Filed under Online and Alcoholic Drinks

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.

Advertising Agency:Leo Burnett, Sydney, Australia
Executive Creative Director:Andy Dilallo
Art Director:Tim Green, Kieran Ots, Dan Oliva
Creative Director:Tim Green
Copywriter:Rupert Taylor, Rob Kleckner
Digital Creative Director:Kieran Ots
Head Of Client Service:Peter Bosilkovski
Account Director:Jodi Mcleod
Planner:Warwick Heathwood
Production:Tim Denton
Director:Robin Walters
Producers:Tara Riddell, Peter Grasse
Prod Company:Curious
Director Of Photography:Daniel Ardilley
Post Production:Cutting Edge
Edit House:Guillotine
Producer:Adrian Gunadi
Developers:Kevin Brown, William Parry
Designer:David Mugford
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