News

Bundaberg Rum launches mixed gender fantasy league via Leo Burnett

Just in time for the kick-off to the NRLW Premiership season, Bundaberg Rum and Leo Burnett Australia have partnered with the NRL to create the world’s first official mixed-gender fantasy league: the Bundy Mixer.

The Bundy Mixer is another demonstration of Diageo’s industry leadership for championing equality in sport. In support, the brand has launched an integrated national campaign across Bundaberg, NRL (total league), and NRL’s (Cowboys & Broncos teams) owned channels via its lead creative agency Leo Burnett Australia, alongside a PR campaign by Herd MSL. The campaign is also set to run in stadium across key upcoming matches and will be amplified through podcasts and select influencers.

This first-of-its-kind program has been developed to allow fans to build their team by selecting players from both the men’s and women’s leagues, bringing focus to the player’s stats and gameplay, not their gender. Fans nationwide will now be able to pick the best of the best, not just the best of the blokes.

Bundaberg Rum, marketing manager, Jodi McLeod, commented: “The Bundy Mixer is a way to elevate the profiles of the NRLW players by championing their individual talent and abilities”. McLeod understands the wide appeal of the Fantasy Game and was keen to break down perceptions by levelling the playing field.

Leo Burnett associate creative director, Marijke Spain, said: “Most campaigns about women’s sport tend towards ‘empowerment’ and other clichés. They often preach to the converted, rather than the majority of sports fans. So, we wanted to create an idea that would act as a trojan horse, getting diehard NRL fans to learn about the NRLW, without fundamentally creating a new behaviour. ‘Bundy Mixer’ asks all NRL fans to make up their own mind about the NRLW, based on stats, not gender.”

Leo Burnett senior strategy director, Abigail Dubin-Rhodin, added: “The Australian sporting ecosystem is extremely gender-biased in favour of male codes and athletes. Only 8% of sport sponsorship and 7% of broadcast coverage is directed toward women.*

“Sports fans (over six million of them) haven’t been given a fair shot to give women and their sports a fair shot. And we all know that fans aren’t born, they’re nurtured. Aussies can’t become fanatics of women’s sport if they’re never exposed to the power of women’s sport. So, we set out to correct this imbalance and use Bundy’s fame and the brand’s relationship with the NRL to make the players of the NRLW – the fastest growing segment of the league – as famous as the men.”

McLeod added: “Aussies are enthusiastic about playing these games and we’re excited to bring the famous Bundy to Fantasy to elevate the fame of the women’s game and players through the Bundy Mixer.

“At Bundy we want to champion the profiles of the women’s game, highlight the capabilities of the female players and influence Aussies to engage in the game and assist us in our pursuit to create equal space for everyone in sport.

“We are proud to be supporting the NRLW and are looking forward to seeing the Bundy Mixer come to life – and getting more people involved in the game.”

Credits:

Client: Bundaberg Rum / Diageo

Marketing Director: Andy Oughton

Marketing Manager: Jodi McLeod

Assistant Brand Manager: Isabella Margin

Creative Agency: Leo Burnett Australia

Executive Creative Director: Andy Fergusson

Creative Director: Michelle Walsh

Associate Creative Director: Marijke Spain

Senior Copywriter: Eric Franken

Chief Strategy Officer: Catherine King

Senior Strategy Director: Abigail Dubin-Rhodin

Connections Strategy Director: Alexandra Nel

General Manager: James Walker Smith

Group Account Director: Andrew Inman

Senior Business Director: Prudence Purnell

Business Manager: Jayde Machell

Lead Integrated Producer: Justine Dooner

Social & Content Lead: Irnin Khan

Partner: NRL

Digital Account Manager: Harry Greenwood

Partnerships Manager: Emily Costello

PR: Herd MSL

Chief Client Officer: Jen Brown

Business Director: Janete Sampaio

Account Manager: Isobel Ramsay

Senior Account Executive: Michael Millimaci

Production Company: Mint Films

Director: Andrew Seaton

DOP: Matt Samperi

Producer: Nick Mutton

Photographer: Jo Duck

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.