Event Production

Cannes Lion Award Winning – Bundaberg Rum ‘Watermark’

In 2012 the worst floods to ever impact Australia stuck throughout Queensland. More than 70% of the state's community was effected, and the town of Bundaberg was one of the worst hit. The iconic Bundaberg distillery was directly struck with much of the site under significant water, however as the heartbeat of the Bundaberg and Queensland communities it was critical Diageo and Bundaberg do more than just repair its own home... It needed to help rebuild the entire community.
In response, Amplify collaborated with Leo Burnett's and the team at Diageo on Bundaberg Rum ‘WATERMARK’, a project focused on helping to rebuild many of the communities worst effected by the floods. The project's objectives were to create revenue for local businesses, raise funds for repair efforts, and most critically reignite passion and spirit amongst a community that had been devastated.
Along with a special release series of bottles and huge distillery event, Amplify produced the largest charity concert series in Australian history with 17 simultaneous concerts held at the worst effected venues and communities across Queensland. The concerts featured Australia's most popular bands and artists, raising over $1.5M directly for flood reliefs, and most importantly brought a little joy back to communities of people who had suffered devastating times. The Watermark project won a Cannes Lion, and will always be considered one of Amplify & Bundaberg's proudest moments.