You may not know this but the Butterfly tastes with its feet- so it tastes everything it steps on, the pig has twice as many taste buds as humans and the Catfish has the most taste buds in the world. They are creatures with taste superpowers. These radio ads describe the tortured lives they lead because they have such sensitive tongues and then introduces humans, who despite being under qualified in the taste department, and almost totally isolated from any bad tastes, get to drink Bundaberg Red - a very, very smooth rum. It is the creatures that could appreciate Bundaberg Red the most that can never enjoy it and so we describe the rum as being as smooth as life is rough.

The idea was to tell the sad, ironic tales of creatures that are a lot more deserving of smooth taste than we are but will never get to enjoy it. We decided to personify the animals visually by giving them human bodies. This was to help the viewer literally imagine a human going through the same thing they do. The photographs are designed to mimic old photo journalistic documentation of hard times in recent human history. The typography was referenced from vintage portrait cards that photographers used to use to advertise themselves.

This print campaign is tied to TV, which is launching over the next month and radio which has already launched, so it is difficult to isolate individual results, and it is also very new to the market.