Bundaberg Rum is a brand with a history of ingenious thinking – the rum was created in 1888 as an ingenious solution to a molasses surplus. But in recent years young men had come to see the brand as unintelligent. They had grown up seeing Bundy as a very 'Aussie' brand much loved by their fathers and older brothers, but to them it was lowbrow.

Our objective was to re-establish Bundaberg Rum as a brand that stood for ingenious thinking, and re-connect with a younger, more intelligent audience. Our solution was The Think Tank – an online platform where people could submit their most bothersome conundrums, which would be transformed into ingenious solutions and then filmed.

The floods left the Bundaberg Distillery underwater. Two days after the distillery was drained our first act was to create Watermark: a rum that became a symbol of defiance and resilience. First we placed plaques at the watermarks on the walls of pubs in 16 of the worst hit towns. Then we launched with 16 music festivals that kicked off simultaneously, as a symbol of togetherness, at midday on April 16. The nation took up the cause and word spread via social networks, the media and traditional outlets. Watermark then went on sale in bottle stores nationwide, online and at the distillery.

When Watermark went on sale people queued up for over 96 hours to buy it (this is longer than people queue for iPads). The first run of Watermark sold out within a week and a second run went into production. When this run sold out Watermark became a collectors item, with bottles reaching up to $250 on eBay. All proceeds of Watermark went towards rebuilding Queensland.