Bundaberg Design & Branding WATER MARK by Leo Burnett Sydney

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Industry Rum
Media Design & Branding
Market Australia
Agency Leo Burnett Sydney
Executive Creative Director Andy Dilallo
Creative Director Tim Green
Copywriter Rupert Taylor
Designer John-Henry Pajak
Released April 2011

Credits & Description

Category: Posters
Advertiser: DIAGEO
Product/Service: BUNDABERG RUM
Date of First Appearance: Apr 6 2011
Executive Creative Director: Andy DiLallo (Leo Burnett)
Art Director: Tim Green (Leo Burnett)
Copywriter: Rupert Taylor (Leo Burnett)
Creative Director: Tim Green (Leo Burnett)
Designer: John-Henry Pajak (Leo Burnett)
Account Director: Jodi McLeod (Leo Burnett)
Planner: Warwick Heathwood (Leo Burnett)
snr Account Manager: Sam McGown (Leo Burnett)
Head of Client Service: Peter Bosilkovski (Leo Burnett)
Account Executive: Caroline Heslop (Leo Burnett)
Media placement: Posters - Queensland And Victoria - 6th April 2011

Describe the brief from the client
The brief was to create a name and visual language that told the simple story that marks the day the floodwaters peaked.

Describe the challenges and key objectives

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.

Describe how you arrived at the final design
Having first conceived on the name Watermark, the design of the bottle and the complimentary applications followed suit. It’s traditional to mark the highest level of a flood to where the waters rose and date it on a pub wall.
After floodwaters recede, a wall is left stained and a clear line is visible.
This discolouration became the colour pallet and a gloss varnish was then used in printing to enhance the effect.
The typography used to tell the story of Watermark is reminiscent of a water depth gauge.
The idea was then to stylize each of these elements.

Give some indication of how successful the outcome was in the market
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.