To elaborate on the campaign tag line ‘A rum as smooth as life is rough’, we told the sad, ironic tales of the cafish; a creature with a huge capacity for taste, who can’t enjoy Bundaberg Red. The catfish is personified visually through a vintage-style portraits where its head is superimposed onto a human body. This stirs empathy in the viewers who, confronted with such plight, develop a renewed appreciation for their own taste buds.
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