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Cheers to a Legend

Award: Wood Pencil

Wood Pencil / Mobile Marketing / Integrated Mobile Campaigns / 2016

The Bundaberg Rum & Cola can was once an Australian legend. In 2015 we revived it, with ‘Cheers to a legend’.

11 legends were anointed and their face was emblazoned on a can. Or rather, two cans. Cheers them to complete a face, then scan it using the Bundaberg app and you’re delivered the ridiculous tale of that legend’s life.

But folklore was never meant to be factual. And that’s why you can also mash legends together, creating new legends.

In total, there were 121 unique combinations. The campaign allowed every Aussie to add their own strange chapter to our national folklore.

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