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The Wedding That Fans Built
Agency Leo Burnett Australia / Sydney + Diageo / Bundaberg Rum / Sydney + Herd MSL / Sydney + PXP Studios / Sydney
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Category
User-Generated Content (UGC)
Annual ID
OS24_SM030B
About the Work
Bundaberg Rum is one of the most beloved alcohol brands in Australia’s heartland. And Australia’s heartland is home to some crazy, crazy people. The kind most wouldn’t trust to plan the biggest day of their life. So, naturally, we at Bundy came up with The Wedding That Fans Built: a social media campaign where whatever our fans proposed, one couple said "I do".
We offered rum-lovers the chance to have their wedding at our rum distillery. But not just any wedding. A wedding where Every. Single. Detail. would be planned by the 400,000 members of our Facebook and Instagram pages.
The cake? A polar bear, like our mascot. The vows? Ghost-written by thousands. The groom's haircut? Obviously a mullet. Every detail, down to the ‘candelier’ (a giant chandelier made with 200 cans of rum), was crowd-sourced and suggested via our social community — one of the most passionate fan bases in the country. The outcome was a wedding that was precisely how you’d imagine it was. Chaotic. But in the best kind of way. All of this resulted in extraordinary mainstream media coverage and proof that Bundy fans will do anything for the Rum they love.
The Wedding That Fans Built was heralded as a huge success internally at Diageo and saw it achieve results far exceeding the expectations of client and agency. Over the course of 6 months:
Over 1,100 wedding applications were received on social media.
167 pieces of earned media coverage were generated with 100% positive sentiment.
The campaign garnered 24.8 million earned impressions.
Instagram engagement was 736% above the industry standard.
Facebook engagement was 1444% above the industry standard.
Bundaberg Rum Facebook reach increased 93%
Bundaberg Rum Instagram reach increased 366%
We offered rum-lovers the chance to have their wedding at our rum distillery. But not just any wedding. A wedding where Every. Single. Detail. would be planned by the 400,000 members of our Facebook and Instagram pages.
The cake? A polar bear, like our mascot. The vows? Ghost-written by thousands. The groom's haircut? Obviously a mullet. Every detail, down to the ‘candelier’ (a giant chandelier made with 200 cans of rum), was crowd-sourced and suggested via our social community — one of the most passionate fan bases in the country. The outcome was a wedding that was precisely how you’d imagine it was. Chaotic. But in the best kind of way. All of this resulted in extraordinary mainstream media coverage and proof that Bundy fans will do anything for the Rum they love.
The Wedding That Fans Built was heralded as a huge success internally at Diageo and saw it achieve results far exceeding the expectations of client and agency. Over the course of 6 months:
Over 1,100 wedding applications were received on social media.
167 pieces of earned media coverage were generated with 100% positive sentiment.
The campaign garnered 24.8 million earned impressions.
Instagram engagement was 736% above the industry standard.
Facebook engagement was 1444% above the industry standard.
Bundaberg Rum Facebook reach increased 93%
Bundaberg Rum Instagram reach increased 366%
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Leo Burnett Australia / Sydney
Media Agency
Foundation / Sydney
PR / Marketing Agency
Herd MSL / Sydney
Client / Brand
Diageo / Bundaberg Rum / Sydney
Production Company
PXP Studios / Sydney
Chief Creative Officer
Andy Fergusson
Copywriter
Nick Timms
Group Creative Director
Tim Woolford
Tommy Cehak
Senior Art Director
Daniel Stewart
Senior Designer
Tiff Wilson
Business Director
Thomas Smyth
Business Manager
Elisa Donato
Content Director
Yiani Andrikidis
General Manager
James Walker-Smith
Group business Director
Andrew Thistlethwaite
Social & Community Executive
Mia Stevens
Social & Content Lead
Irnin Khan
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