Contenders at Cannes 2023: Bundaberg Rum – Bundy Mixer | Leo Burnett Australia

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background

Leo Burnett Australia

Instead of just sponsoring the NRLW, Bundaberg Rum created a trojan horse idea to make men respect the women’s game, without even realising it.

In partnership with the NRL, we hijacked the largest global online sporting community for stats-obsessed fans – Fantasy Football. We created Bundy Mixer – the world’s first mixed-gender fantasy football competition, so NRL fans could finally pick the best of the best, not just the best of the blokes.

We worked with the NRL to build the Bundy Mixer into their official fantasy football website, to ensure the widest reach. Each week, fans picked their teams – selecting the best-performing players, regardless of gender.

When their players accrued stats in real-world games, they accrued points online, so the impetus was on fans to study the stats in order to win.

Suddenly, they were engaging with the NRLW and starting to respect and become fans of the game.

The Work

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