In 2013, the worst flood in Queensland’s history devastated the city of Bundaberg, displacing thousands. The region desperately needed an economic boost following the disaster, so Bundaberg Rum decided to use its name to get visitors back. In short, we would turn a disaster zone into a tourist destination. We staged a special relaunch of the rum called ‘Road to Recovery’. Each bottle was labelled with the name of a flood-affected street. The bottles were only available from the distillery and the campaign brought thousands to the town. All profits from sales went towards flood relief.

We used the actual street map of Bundaberg as our recurring design idea. This featured on limited edition packaging, special die cut posters and a print campaign encouraging people to visit Bundaberg again.