Watermark

Client: Bundaberg Rum

Agency: Leo Burnett

In December 2010, serious flooding that devastated a large portion of landscape plagued Queensland, Australia. In response to this crisis, Bundaberg Rum launched its "Watermark" campaign centered around a limited-edition rum, of which all proceeds went to a relief fund. Bundaberg placed the majority of the stalk in the pubs of the 16 most affected towns, while also launching a series of music festivals with proceeds going to the rebuilding of the devastation. 

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(page 122 in Goodvertising)