Leo Burnett Sydney has won a lion in one of the most prestigious categories at Cannes – Creative Effectiveness – with the Watermark campaign for Bundaberg Rum.
The campaign, which saw people queue up for 96 hours to buy a special bottle of rum, the proceeds from which went to the Queensland floods relief effort, was one of only six entries globally to win a Creative Effectiveness Lion.
Former Euro Rscg Sydney boss David Jones, now the network’s global CEO, chaired the Creative Effectiveness judging panel. In an interview with Mumbrella, he said that while Watermark “wasn’t a contender to win the grand prix” he described the campaign as “a powerful creative idea with a social purpose”.
“It was a very well integrated case study, with great results,” he said. “The agency did a good job of proving to us that the communications contributed to the brand’s success.”
The grand...
The campaign, which saw people queue up for 96 hours to buy a special bottle of rum, the proceeds from which went to the Queensland floods relief effort, was one of only six entries globally to win a Creative Effectiveness Lion.
Former Euro Rscg Sydney boss David Jones, now the network’s global CEO, chaired the Creative Effectiveness judging panel. In an interview with Mumbrella, he said that while Watermark “wasn’t a contender to win the grand prix” he described the campaign as “a powerful creative idea with a social purpose”.
“It was a very well integrated case study, with great results,” he said. “The agency did a good job of proving to us that the communications contributed to the brand’s success.”
The grand...
- 6/19/2012
- by Robin Hicks
- Encore Magazine
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