Bundaberg Rum is a rum brand in Australia for men aged 18-35. Our brief was to promote the brand amongst a popular drinking occasion - Friday Night Football games.

In Australia, there is a famous song which has been used to promote Friday Night Football, called ‘Friday Night’s a Great Night for Football’.

Our solution was to hijack the song and make it our own, by creating new versions. The new songs ran as a radio campaign, impersonating the original Friday Night Football promotion. This instantly linked Bundaberg Rum with Friday Night Football, and had people singing our new versions of the song, too.