Category

Award

WATER MARK

ClientDIAGEO AUSTRALIA
ProductBUNDABERG RUM
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Type of EntryPackaging Design
CategoryDrinks
TitleWATER MARK
Product/ServiceBUNDABERG RUM
Entrant Company:LEO BURNETT SYDNEY, AUSTRALIA
Design/Advertising Agency:LEO BURNETT SYDNEY, AUSTRALIA
Credits
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
Angus Forbes Leo Burnett Sydney Editor

Brief Explanation

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 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.

Description of 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.

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. All proceeds of Watermark went towards rebuilding Queensland. The product and events received a lot of attention in the press and in social media, and the entire nation rallied behind the cause, meaning Watermark played a huge role in lifting Queensland’s spirits and helping the State on the road to recovery.