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Road to Recovery

Award: Graphite Pencil

Graphite Pencil / Direct / Direct Integrated Campaigns / 2014

In 2013, the worst flood in its history devastated the small town of Bundaberg in Queensland, displacing thousands. Responding to the crisis, Bundaberg Rum decided to use its name to lure visitors back to the city to give it a much-needed economic boost. In short, we would turn a disaster zone into a tourist destination. To do this we staged a special re-launch of our rum called ‘Road to Recovery’, each bottle of which carried the name of a flood-affected street. Available only from the distillery, the re-launch brought thousands to the town, all sales going towards flood relief.

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