Bronze Spike
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Product / ServiceBUNDABERG RUM
CategoryB04. Public Service, Charity & Fund Raising


Name Company Position
Andy DiLallo Leo Burnett Sydney Executive Creative Director
Tim Green Leo Burnett Sydney Art Director
Rupert Taylor Leo Burnett Sydney Copywriter
Tim Green Leo Burnett Sydney Creative Director
Warwick Heathwood Leo Burnett Sydney Planner
John Henry-Pajak Leo Burnett Sydney Designer
Peter Bosilkovski Leo Burnett Sydney Head of Client Service
Jodi McLeod Leo Burnett Sydney Account Director
Sam McGown Leo Burnett Sydney Snr Business Manager

The Brief

On January 26, 2011, the Australian State of Queensland was hit by devastating floods. Over 75% of the State was destroyed, more then 30 lives lost, and Brisbane, a city of more than 1 million people, was left broken and underwater. Queenslanders are known for their strong fighting spirit. The floods left this spirit all but broken. Our objective was to help rebuild the homes destroyed all over Queensland and lift up that spirit once again. Our strategy was to commemorate the resilient and defiant spirit of Queensland. The target audience was drawn from new and existing customers.

Creative Execution

First we went to 16 of the worst hit towns and placed plaques at the watermarks on the walls of the pubs. Watermark launched with 16 festivals held in the 16 worst hit areas. These were held simultaneously, at midday on April 16. Watermark was then advertised through traditional and direct response digital channels, and the nation took up the cause, spreading the spirit through social networks. Watermark went on sale at the distillery, online and in bottle stores nationwide. Watermark is relevant to Bundaberg because Bundaberg is an iconic Queensland brand and Watermark embodies the fighting spirit of Queensland.

Describe the creative solution to the brief/objective.

Our human objective was to lift the spirit of Queensland in the wake of the floods. The Bundaberg distillery is located in North Queensland; it was underwater and in disrepair. Our solution was to create a product that became a symbol of defiance and resilience. Just two days after the distillery was drained our first act was to create Watermark – a rum crafted to commemorate the towns fighting back from disaster.


When Watermark went on sale people queued up for over 96 hours to buy it (this is longer than people queue for ipads). The first run of Watermark sold out within a week and a second run went into production. When this run sold out Watermark became a collectors item, with bottles reaching up to $250 on eBay. All proceeds of Watermark went towards rebuilding Queensland.