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.
What's Driving This Trend
- Re-creational Ad Campaigns
- Disruptive innovation opportunity: Creating ad campaigns that respond to natural disasters and promote community support and resilience.
- Product Innovation in Response to Disasters
- Disruptive innovation opportunity: Developing new products that are inspired by and address the needs of communities affected by natural disasters.
- Fundraising Through Promotional Events
- Disruptive innovation opportunity: Hosting music festivals or other promotional events to raise funds for disaster relief efforts and engage communities.
Who This Affects Most
- Advertising and Marketing
- Disruptive innovation opportunity: Introducing new approaches in advertising and marketing that focus on supporting communities and emphasizing resilience.
- Food and Beverage
- Disruptive innovation opportunity: Creating new food and beverage products that address specific needs or reflect the spirit of communities affected by natural disasters.
- Event Planning and Management
- Disruptive innovation opportunity: Organizing unique and impactful events that not only entertain but also raise funds for disaster relief and engage communities.
