Bundaberg Rum

- Road To Recovery -

On January 26, 2013, the town of Bundaberg (Queensland, Australia) was hit by the worst floods in its history. The disaster dominated the news around the country for a brief moment before the media and a flood-fatigued nation moved on, and the plight of this small town was forgotten.  

Together with the town’s oldest resident, Bundaberg Rum, we embarked on an ambitious campaign to bring public attention and people back to its streets, breathing life back into a battered local economy and helping to rebuild a community and its pride. 

A small town on the brink

The worst floods in Bundaberg’s history brought its residents to their knees, decimating in excess of 1,200 homes and displacing more than 7,000 people. 

Limited Edition Bottles

All 171 flood-affected streets were commemorated on limited-edition bottles that were made available on one day and in one town only: Bundaberg, Queensland.

Location-Specific Communication

Location-specific billboards and EDMs let people know how close they were to helping Bundaberg get back on its drenched feet. 

The Road to Recovery at Bundaberg