WORK IN PROGRESS...
THE BRIEF
Bundaberg is more than just a product; it’s a symbol of Queensland itself. Known for its bold character and resilience, Bundaberg has long embodied the traits that define Queenslanders; strength, perseverance, and an unbreakable connection to their land and community.
THE INSIGHT
Bundaberg Rum is made from sugarcane, which can be burnt to enrich the soil and spark new growth, reflecting a cycle of strength and renewal.
THE IDEA
"The Unburnable Spirit" cements Bundaberg as the heart of Queensland, embodying the resilience, optimism, and unyielding pride that define Queenslanders. By supporting bushfire-affected communities, the campaign not only aids in recovery but reinforces Bundaberg’s role as a steadfast symbol of strength and solidarity, standing strong in the face of adversity - just like Queensland.
