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.
Executive Creative Director - Andy DiLallo Art Director/Creative Director - Tim Green Copywriter - Rupert Taylor Art Director/Digital Creative Director - Kieran Ots Writer - Rob Kleckner Art Director - Dan Oliva Head of client service - Peter Bosilkovski Account Director - Jodi McLeod Planner - Warwick Heathwood TV: Agency Prod: Tim Denton Director – Robin Walters Producer: Tara Riddell/Peter Grasse Prod Co: Curious DOP: Daniel Ardilley Post Production: Cutting Edge Guillotine – Edit House Song Zu – Music Digital: Producer: Adrian Gunadi Developer: Kevin Brown/William Parry Designer: David Mugfordvia www.coloribus.com