Watermark for Bundaberg Rum sole Aussie contender in Creative Effectiveness Lions
Leo Burnett Sydney’s Watermark campaign for Bundaberg Rum is flying the flag for Australia in the Creative Effectiveness category at Cannes.
It is the only Australian entry in the category, with Break Up for NAB and Grey Melbourne’s Ripple Effect for the Transport Accident Commission missing out.
Only shortlisted entries from the previous year are eligible for the award, which aims to prove the impact of a creative idea on an advertiser’s business.
Entries are weighted, with strategy and idea both counting for 25%, and results 50%.
Euro RSCG creative director Steve Coll, who won a creative effectiveness award last year when he was at AMV BBDO, tipped Clems Melbourne’s Break Up campaign for NAB and Grey Melbourne’s Ripple Effect for the TAC in an opinion piece he wrote for Mumbrella last week.
Very effective. Blubbing.
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Would have been effective if anybody saw it. None of my friends from Brisvegas to Townsville did.
Must be a great case study.
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as much as i love my bundy rum this did not sell out within 7 days. there are still bottle shops with stock now and at the last release the bondstore was still selling watermark also. a little bit of creative licence one would think.
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