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Award: Wood Pencil

Wood Pencil / Direct / Direct Integrated Campaigns / 2012

On 26 January 2011, the Australian state of Queensland was nearly wiped out by floods. Bundaberg Rum is a brand that has been lifting Queensland’s spirit for over 120 years. When that spirit came under threat from the rising waters, Bundaberg Rum felt a duty to lift it up once again. So two days after the distillery was drained of floodwater, we created a product that would become a symbol of defiance and resilience, and rally the support of the nation. The product is Watermark – a rum crafted to mark the point where the floodwaters peaked; to mark the spirit in the towns on the road to recovery.

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