With over 125 years of history, Bundaberg Rum is an Australian legend. And the Rum & Cola can is a staple of any Aussie get together. But in 2015, it had become a bit stale. Younger drinkers were reaching for our competitors’ cans.

We needed to create a campaign that would reiterate Bundy’s status as a cultural icon but also make our can fun and relevant for a new generation of Aussie drinkers.

11 legends were chosen & their face was emblazoned on a can. Or rather, two cans. Aussies were asked to cheers those cans to complete a face. Scan it using Bundaberg’s image-recognition app & you’re instantly delivered the tale of that legend’s life.

But folklore was never meant to be factual. And that’s why you can also mash legends together, creating new legends, such as Magda Cash, a Wimbledon-winning comedienne, Banjo Bradbury, a speed-skating bush poet or Phar Kelly, a bank-robbing racehorse. In total there were 121 possible legends, each with their own unique story.