2017 DIGITAL CONTENT
Who: Bundaberg Rum, on behalf of Leo Burnett
What: In FY17 Bundaberg Rum had a massive brand overhaul - leading to new packaging, brand guidelines & positioning and its biggest advertising campaign in 10 years. Over a year, the team was tasked to create digital content that seamlessly transitioned the brand into this new phase. I worked as a creative and content producer across multiple campaigns. Each had specific objectives and insights that shaped the final output, however for all it was crucial to educate on the range of products, speak to occasion, flavour & craftsmanship as well as drive online sales. Below is a small snapshot of the work I conceptualised and produced.
Where: Website, EDM, Facebook, Instagram, Instore
SOCIAL CONVERSION CAMPAIGN
To hero the product, tell a flavour story and drive sales.
To introduce the Unmistakably Ours positioning by showing the brand in uniquely Australian social occasions.
To inspire consumption as well as to educate on the versatility, potential and flavours of the product.