Contenders at Cannes 2024: Diageo – Bundaberg Rum – The Wedding That Fans Built | Leo Burnett Australia

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

Campaign Background

Leo Burnett Australia

Bundaberg Rum is one of the most beloved alcohol brands in Australia’s heartland. And Australia’s heartland is home to some crazy, crazy people.

The kind of people most wouldn’t trust to plan the biggest day of their life. So, we launched a social media campaign offering rum lovers the chance to have their wedding at our rum distiller.

But not just any wedding. A wedding where Every. Single. Detail. would be planned by the 400,000 members of our Facebook and Instagram pages. The cake? A polar bear, like our mascot.

The vows? Ghost-written by thousands. The groom’s haircut? Obviously, a mullet.

Every detail, down to the ‘candelier’ (a giant chandelier made with 200 cans of rum), was crowd-sourced via our social community – one of the most passionate fan bases in the country.

The Work

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