Unmistakably Ours

everything that
makes Australia


As an iconic Australian brand, Bundaberg Rum has always proudly celebrated the Aussie spirit. However, recent research highlighted that pride in Australia has dropped to its lowest point in 20 years. So as Australia's national drink, Bundaberg Rum wanted to reinvigorate national pride by celebrating the timeless Australian values that everyone could agree on. Values that are as uniquely Australian as the drink itself.


To communicate these values, we featured cameos from renowned Aussie legends such as Olympic cyclist Anna Meares who came back from a broken neck to win an Olympic Gold medal, and surfing hero Julian Wilson who famously swam towards a shark in an attempt to save Mick Fanning from the attack. It also features a Mardi Gras scene, capturing the “spirit of optimism and positivity” that has been part of the Australian character.

The campaign extended into Bundaberg Rum’s sponsorship of Rugby League, inspiring the creation a Foxports series that celebrated the values that make up this quintessentially Australian game.

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