Bundy Mixer
Award: Shortlist
Shortlist / Entertainment / User Participation / 2023
Bundaberg Rum, known as Bundy, was sponsoring the Australian men’s and women’s National Rugby Leagues (NRL and NRLW). To build interest in the NRLW among disinterested male rugby fans, Leo Burnett focused on the one thing that levelled the playing field between men and women: stats. Because you can’t argue with stats – and stats have no gender. In partnership with the NRL, the brand launched Bundy Mixer, the world’s first mixed-gender fantasy competition that allowed fans to pick the best of the best, not just the best of the blokes. The trojan horse approach turned men into fans of the women’s game without them even realising it.