Potential
Leo Burnett Sydney created the Bundaberg Watermark campaign, which won a Silver Integrated Lion at Cannes 2011. The Bundaberg Watermark campaign was created in response to the Queensland, Australia, floods of 2011. The Bundaberg distillery was flooded during this time as well. When the flood waters drained, Bundaberg created a new product in response to the disaster. The product is called Watermark and makes reference to where the flood waters peaked.

The campaign featured 16 music festivals hosted in the 16 towns worst hit by floods on April 16th. All proceeds went toward flood relief efforts. Watermark was then released through out the country and online. The first run of Watermark sold out within a week. Watermark was designed to reflect the strength and resiliency of the people of Queensland and was well supported by the people of Australia.