The media environment is more cluttered than ever before. In Australia, football is the most highly sponsored sport—and was dominated by Bundaberg Rum’s competitors. Because of this, Bundaberg was finding it hard to cut through the chaos and form a meaningful connection with young men in the arena of football. The objective of the campaign was to form a strong bond between Bundaberg Rum, young men, and football. And to have Bundaberg become a brand that young men love, because it supports football and its fans. Our solution was to go where no media exists. So we went to young men’s dreams — which are a vault of virgin media. To properly access this unchartered space we created content that young men would love and winningly participate in. The result was Footy Dreams — a series of branded podcasts to be listened to by young men as they fell sleep.

If Australia couldn’t come to the distillery, we’d take the distillery to Australia. To do this we created The Distillatorium. This innovative mobile experience travels the country in an 18-wheeler truck. When it arrives at its destination, a hydraulic system transforms the truck into The Distillatorium, a museum/house of entertainment that takes people into Bundaberg’s past, and its future. Once inside, crowds view unique content, an antique tasting room, a library of curiosities, interactive timeline, and full service bar. The Distillatorium is on the road 365 days of the year, stopping at towns, cities, remote communities, music festivals, road shows and local events.

The Distillatorium is the first innovative mobile experience of this scale in Australia. Never before has a company attempted to take their factory into the hearts of local communities. By taking the distillery on an endless tour of Australia, The Distillatorium let people experience the distillery and engage with Bundy’s heritage in an entertaining way, without going anywhere. After 6 months on the road, the Distillatorium has visited 22 locations. Thousands have experienced the Distillatorium and it helped Bundy’s facebook community reach 110,000. Wherever the Distillatorium goes, national and local media follow — newspapers, magazines and local networks have run hundreds of articles. Since launch Bundaberg has become the fastest growing dark spirit in Australia. The Distillatorium has created countless Rumbassadors - devoted fan bases spreading the word of Bundy in their community - which means the heart of Bundy is now firmly planted in the hearts of local communities all over Australia.