The cans that
remade history
PACKAGING THAT CAN REMIX CONTENT
Sometimes you can transform an idea by thinking about how someone might want to break it.
Bundaberg Rum, one of Australia’s most iconic spirit brands, asked us to introduce a limited edition design for one of their cornerstone products - the classic Bundy and Cola in a can.
Like a perfect Saturday afternoon, the concept began with a cheers. Clink two cans together and they'll form a portrait of one of Australia’s most legendary individuals (with our selection criteria guided by Bundy Rum’s tongue in cheek sense of humour).
As the concept evolved, we began to see the cans not just as designs, but as a trigger for content, with each portrait becoming a scannable image that could unlock the story of that legend.
The legend of John Farnham comes to life
Of course we realised that this would have a side effect: the first thing users would do is try sticking the wrong faces together. So we thought, why not? If someone wants to create their own legendary tale about a famous bushranger racehorse, who are we to stop them?
So we designed and segmented our content scripts and animations, so that each one of our legendary tales could be combined with any other, resulting in 121 different unique legendary tales.
The rest isn’t anything close to history. But it's a damn sight more entertaining.
Awards
Wood Pencil - D&AD - Integrated Mobile Campaigns