Welcome to Pencil Shavings


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Мы рады представить Вам ньюслеттер "Pencil Shavings", посвященное очередному GPC, прошедшему в Гонк Конге. В нем представлены самые последние работы сети, получившие оценку 7+ , а также новости из самых разных офисов Leo Burnett Worldwide.

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Welcome to Pencil Shavings

  1. 1. pencil havingsa q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 11A Letter from MarkDear Friends,It’s been a busy and eventful few months. I’m delighted to share this 2Q11 edition of Pencil Shavings, which features all thelatest 7+ work as well as news and profiles of a few select creative leaders from within our network. The 2Q11 GPC took placein Hong Kong at the end of May, over the course of a productive week filled with lively debates and constructive exchanges.The second quarter GPC always offers up an intriguing mid-year look at where we are as a network, and I’m proud to say thatthis quarter’s 7+ collection features a handful of ideas that were awarded Cannes Lions a few weeks ago, which is a testamentto the health of our agency as a vibrant creative company firing on all cylinders. The results of this quarter bode well for ourambitions for the coming year. Please take some time to look over the 7+ work on the pages that follow. HumanKind Q2 GPC Hong Kong 1
  2. 2. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 11The LB Lion TallyWhile I’m excited about sharing the GPC results from Hong Kong, I’m also still buzzing from a fantastic week I spent at theCannes Lions Festival of Creativity, where Leo Burnett received awards and accolades from the some of the best minds inthe communications industry. There were nearly 30,000 entries to Cannes this year, and I can’t tell you how proud I am of ournetwork’s ultimate metal haul. Leo Burnett left Cannes with a total of 44 Cannes Lions, won by 19 different LB offices for workacross a range of channels and categories. Our work stood tall at the most prestigious gathering of creative professionalsin the world, and for the 3rd consecutive year, Leo Burnett won a coveted Cannes Lions Grand Prix, for Melbourne’s brilliant “See the Person” campaign. I congratulate all of the offices that contributed to this amazing tally, and I want to thank each and every one of you for the passion, ambition, and talent you bring to bear on the work we do together. We achieve these heights not alone but as a family, with a shared commitment to creative excellence and fresh ideas. I’m delighted to see that HumanKind thinking is recognized by our peers as a clear pathway to superlative communication. It’s clear that the juries at Cannes concur with our assessment that creativity has the power to transform human behaviour.Winning a Lion at Cannes puts you at the pinnacle of our profession. It is a rare and distinct honor afforded to only a tinypercentage of the people working in our industry. It makes me incredibly proud to be a part of a network that picked up aGrand Prix, 9 Gold Lions, 16 Silver Lions, and 18 Bronze Lions this year at Cannes. We also secured a record-breaking 158pieces on the Cannes Lions shortlists. These results are a testament to our dogged determination to be great, and I urge allof you to set your sights high and dream big for what you can accomplish on behalf of your clients.Our remarkable showing at the world’s preeminent creative festival is largely due to the fact that we invest in tools like theGPC to hone and refine our ideas. The GPC is not an awards show; it is a quality control device designed to foster a freeexchange of ideas while cultivating the creative standard of our company. Producing 7+ work is not an elusive, lofty goallike winning a Cannes Lion, it’s simply the price of admission for anyone working under the banner of Leo Burnett. Weare a part of a rich heritage of brilliant creative communication for some of the world’s greatest brands, and we have anobligation to live up to our founder’s legacy and the standards he set. Every office is capable of producing 7+ work. It’s just amatter of knowing what that means. I ask all of you to examine the 2Q11 7+ collection to understand and reflect on what ourstandard is. I think you’ll find it inspiring, accessible, and worth striving for.Winning a Lion is a dream. Producing 7+ work is our job.Kind regards,Mark TutsselChief Creative OfficerLeo Burnett Worldwide 2
  3. 3. GPC 2Q 11We areeternalstudents ofhumanbehaviour
  4. 4. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 11ContentsThe 2Q11 Global Product Committee 5China Rising:The Hot Hands in Hong Kong 6iPops:K.V. Sridhar’s iPad Paintings from India 7The White Ball Award 8The 2Q11 8-Ball Gallery 9The 2Q11 7+ Gallery 15 4
  5. 5. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 11The 2Q11 Global Product Committee Top Row, from Left to Right: Bottom Row, from Reft to Left: Sainath Saraban (LB/New Delhi) Juan Christmann (LB/Madrid) Lilian Leong (LB/Hong Kong) Eddie Booth (LB/Greater China) Idil Akoglu (LB/Istanbul) Paul Eichelman (LB/Worldwide) Jennifer Skidgel (LB/Chicago) Bechara Mouazannar (LB/Beirut) Roxana Dumitru (LB/Bucharest) Jason Williams (LB/Melbourne) Dan Chodrow (LB/Chicago) Kara Yang (LB/Hong Kong) Tom Bernadrin (LB/WW) Victor Manggunio (LB/Hong Kong) Mark Tutssel (LB/WW), Connie Lo (LB/Hong Kong) Juan Sevilla (LB/Madrid) Peter McHugh (LB/Detroit) Not pictured: Bill Rosen (Arc/WW) K.V. “Pops” Sridhar (LB/India) Fuad Ahmad (LB/Chicago), Shapoor Batliwalla (LB/Asia Pacific) Chong Kin (LB/Gaungzhou) Sompat Trisadikun (LB/Bangkok) Rosalie Geier (LB/Chicago) 5
  6. 6. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 11China Rising: The Hot Hands in Hong KongOver the last few years, juries and festivals all over the world have recognized and honored the outstanding body of work producedby LB/Hong Kong ECDs Connie Lo and Victor Manggunio. With an extensive portfolio of work between them, Connie and Victorhave emerged as a force to be reckoned with, as they’ve consistently delivered groundbreaking business solutions for a diversegroup of clients using an array of communication channels. What characterizes their work is brilliant original thinking, a fanaticalattention to detail, and exquisite art direction. Under their leadership, Leo Burnett is currently the number one creative agencyin Hong Kong China, and Creative Rankings has named Connie as the top creative in all of Greater China. Have a look at thepieces below to see some examples of their work.The print ad on the left features a beautiful nature scene meticulously laid out in an infant’s diaper, to communicate the organicessence of Orchard Farms Baby Food. To the right of the baby food press ad is an image from a cinema stunt called “Curtains”for Ikea, which featured row after row of real curtains opening in front of moviegoers to promote Ikea’s latest line of curtains.The graphic on the right is part of a brilliant mobile marketing campaign for a small indie record store in Hong Kong called ZooRecords. To promote local bands, Zoo Records embedded QR codes in graffiti animals all over the city’s walls. Taking a pictureof the animals led to free music downloads, band information, and more. Click on these images to see this work in more detail. 6
  7. 7. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 11iPops: iPad Paintings From India In Hong Kong, the GPC was delighted to hear about the latest forays into the art world of KV Sridhar, LB/India’s National Creative Director, known to one and all as “Pops.” Pops, a gifted artist, recently hosted an exhibition entitled “iPops” at a Mumbai gallery space, in which he showcased a variety of paintings he created using Apple’s iPad tablet. Pops’ exhibition reflects the spirit of adventurous, future-facing creativity we see so often in the work from LB/India, and we celebrate it here as an example of how our creative leaders are constantly pushing to find new avenues of expression, both for our brands and in their personal lives. Here’s some of what Pops had to say about the iPops exhibit in his blog: “In marketing terms I could be classified as an enthusiast or an early adopter. People take their own time to adapt to new things, because familiarity with the old gives us solace, hence the adoption curve will take time to climb as in the case of digital photography. Every photographer worth his salt resisted the digital formats till Hasselblad and Sinar came up with digital backs. Even I resisted till the Nikon D90 happened. ...When I picked up my iPad last December at my son’s insistence, I discovered many silly drawing apps which did not interest me till I stumbled upon “Art Rage” which blew my mind, it was like a live TED video, with magic unfolding every second. I looked at the the heavens and adopted “Art Rage” instantaneously.... Art Rage gave a complete studio of 2000 square feet with innumerable capacity to store canvases both painted and new, hundreds of tubes of colors free with infinite shades, entire sets of hog hair and sable hair brushes, pallete and painting knifes, rollers etc, etc, all this, a lifetime supply of materials for a meager $7.00... Technology is not helping art, it’s just helping the artist.” 7
  8. 8. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 11Introducing the HumanKind White Ball AwardWe are proud to introduce the White Ball Award which will reward those who use creative communication to bring about change forgood. At the 2Q11 GPC, the panel found itself wanting to recognize an incredibly courageous initiative. Beyond rating the work as 7+,the group wanted to honor it and the agency that created it for their bravery and commitment to the campaign in the face of adversecircumstances. The panel decided to create the HumanKind White Ball Award, to properly acknowledge communication that is courageous,compelling, and impactful. The panel bestowed the first ever Humankind White Ball Award to Leo Burnett Karachi for their wide-ranginganti-terrorism campaign, “Yeh Hum Naheen.” We congratulate the team for developing a powerful campaign, vast in scope andsteeped in human bravery, that generated participation on a scale we’ve never seen before in the country. Bravo! 8
  9. 9. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 11 ball galleryYeh Hum Naheen FoundationSay No To TerrorismLeo Burnett / KarachiGPC score 8.0Category: IntegratedPakistan’s troubles with terrorism are well-documented. In light ofgrowing popular outrage against the scourge of violent extremism,LB/Karachi developed an integrated campaign for the non-governmentalorganization Yeh Hum Naheen (“This is not us”). The campaign launchedwith TV spots featuring Pakistani celebrities exhorting the public to sayno to terrorism. The organization also sponsored a collaboration amongstseveral of the country’s most popular singers, who recorded a song andmusic video “Yeh Hum Naheen” that became a hit. In conjunction withthe TV launch, 6000 volunteers fanned out across the country to obtainsignatures for a petition that declares terrorism “is not us.” Over the courseof the campaign, the volunteers collected over 62 million signatures, making“Yeh Hum Naheen” one of the most successful campaigns in Pakistan’shistory. 9
  10. 10. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 11 ball galleryTMB Bank Panyee FC Sri Lanka Eye Donation SocietyLeo Burnett / Bangkok Pass It On When You’re Done With ItGPC score 8.2 Leo Burnett / ColomboCategory: Film (YouTube Film) GPC score 8.0 Category: FilmA group of Thai boys love football with a passion, but because they This beautifully crafted film focuses on a touching conversationlive in a crowded, waterfront village, they have no place to play. between a blind boy and a young man reading a book. The filmThis short film tells the true story of Panyee FC, a local amateur makes a compelling case for giving people the precious gift offootball team who constructed a makeshift floating football pitch sight, and reminds viewers that once you’re finished using yourby tying old fishing rafts together. The young boys grew up to be eyes, “there’s always someone waiting.”southern Thailand’s youth football champions for several years.Effem Mexico - Lucas Teamster Effem Mexico - Skwinkles Mariachis IILeo Burnett / Mexico City Leo Burnett / Mexico CityGPC score 8.0 GPC score 8.0Category: Film Category: FilmA refreshingly twisted homage to the Oscar-winning movie “No This sequel to an award-winning commercial for Skwinkles usesCountry For Old Men,” this commercial for Lucas candies centers the exact same script and storyline as the original spot, but hasaround a bizaare interaction between a somber hitchhiker carrying one major difference. To launch the new, pocket-sized small packa suspicious suitcase and a trusting truck driver. Intense flavors of Skwinkles, the famous, beloved original commercial was re-cutmake intense people do strange things. using midget mariachis to emphasize the idea of “smaller.” 10
  11. 11. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 11 ball galleryNational Museum in Krakow Zoo RecordsSecrets Behind Paintings Hidden LiveLeo Burnett / Warsaw Leo Burnett China / Hong KongGPC score 8.0 GPC score 8.0Category: Interactive / Mobile Category: Interactive / MobileTo promote the National Museum in Krakow, LB/Warsaw created The best way to appreciate music is live. The problem facing Honga brilliant innovative mobile app that enabled people to experience Kong is there are few venues to hear bands play live. Zoo Recordspaintings in an entirely new way. By holding up a phone to view decided to showcase local acts by creating the world’s first mobilea painting, people unlocked a film that told the story behind each music festival, giving bands an opportunity to play live in front ofpiece of art, giving paintings new layers of depth and richness. anyone with a cell phone. The festival was a huge hit.Cat Society Cats on Facebook UA Films - UA Cinema U-Late HotlineLeo Burnett China / Hong Kong Leo Burnett China / Hong KongGPC score 8.0 GPC score 8.2Category: Interactive Category: Interactive / MobileTo encourage people to adopt animals, Hong Kong’s Cat Society People in Hong Kong are renowned for being late. Using thiscreated facebook pages for each of their cats up for adoption, insight, UA Cinema decided to offer film-goers a unique service. Ifposting pictures and videos for potential owners to befriend. This you’re running late to the start of a movie, you can call the U-Latewildly successful initiative is likely to be replicated globally. Hotline on your mobile, and a voice will summarize what happens in the first 15 minutes of the film. 11
  12. 12. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 11 ball gallery Leo Burnett India - Gandhijifont Visions In Typography / India In Ten Languages / Now In Hardcover Leo Burnett / Mumbai GPC score 8.3 / 8.3 / 8.4 Category: Ambient/Design & Packaging/Design & Packaging The brilliantly designed Gandhiji font continues to evolve. In the latest installment of work from LB/Mumbai, the agency has found new ways to build on the original work. “Visions in Typography” offered students in India the opportunity to utilize the font to create original artwork inspired by Gandhi’s rich legacy. The artwork was then featured in a public exhibition in Mumbai. “India in Ten Languages” took the Gandhiji font beyond its original Devanagari script and developed it for ten of the major languages of India, thus expanding its scope tremendously. “Now In Hardcover” is a brilliantly crafted book celebrating the Mahatma’s legacy and showcasing the Gandhiji font as a design piece. Each of these executions garnered an 8-ball from the 2Q11 GPC, as each is a unique, brilliant articulation of the core platform idea, and they all demonstrate the infinite potential of this font. 12
  13. 13. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 11 ball galleryMTV - Music Television The Rescue Jacket James Ready BeerLeo Burnett / Madrid James Ready Pop-Up BillboardGPC score 8.0 Leo Burnett / TorontoCategory: Ambient GPC Score: 8.0 Category: OutdoorHave you ever been on a date so bad that you start thinking aboutemergency escape plans? If so, this “Rescue Jacket” is for you. James Ready uses affordable guerrilla marketing techniques toWear the jacket to your date, and if things aren’t working out, make JR beer available to people for an astonishingly low price.excuse yourself to go to the bathroom and leave the jacket on the The brand’s latest device to spread this value message entailsback of your chair, then flee. Your date will eventually examine the partnering with local businesses to offer special money-savingjacket, which has a message on the inside for the person who was deals, so that their core drinker can save their cash to buy morejust ditched. This item promotes MTV’s show “Disaster Date.” JR beer. The deals are displayed using a portable billboard that’s placed outside participating businesses.Nabu-Hessen LandesverbandThe Domestic Castor ContainerLeo Burnett / FrankfurtGPC Score: 8.0Category: Direct / PromoImagine receiving a heavy-duty castor container in the mail froman unknown government agency with a stark, disconcertingmessage stating that the container in your hands is your share,as a citizen, of the country’s nuclear waste. This direct mailpiece, for an organization that works for the safe disposal ofnuclear waste, generated enormous public interest in this issueafter sending out this heavy duty castor container, completewith a letter written in official-sounding government legalese. 13
  14. 14. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 11 ball gallery Casablanca Dominos / Cards / Glasses Leo Burnett China / Hong Kong GPC score 8.0 Category: Print ‘Casablanca. 1 Pillow. 100% cotton shell. 100% comfort.’ 14
  15. 15. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery +Sunrise SMS Dialogues Diageo - Johnnie WalkerLeo Burnett / Zurich Keep Walking LebanonGPC score 7.3 Leo Burnett / BeirutCategory: Integrated GPC score 7.5 Category: IntegratedThis ‘SMS Dialogues’ integrated campaign for Sunrise featuresoutstanding writing, and reflects a communications company Johnnie Walker brought it’s “Keep Walking” message to life inthat has an incredible understanding of human behaviour, and Lebanon by crafting a compelling TV spot and campaign aroundhow people use text messages in their daily lives. rennowned Lebanese architect Bernard Khoury, an iconoclastic local celebrity with a reputation fo marching to his own beat.Ministry of Public Health - Youth Friendly Service Lebanese Army Roses From the SkySex Song Competition Leo Burnett / Beirut / DubaiLeo Burnett / Bangkok GPC score 7.0GPC score 7.2 Category: IntegratedCategory: Integrated The Lebanese people have lived under the constant threat of warThe Ministry of Public Health in Thailand needed to find a way to for decades. To celebrate a newly optimistic political situation,get teenagers to talk about sex in order to educate them about born from the Lebanese Army’s role as a protector of the republicthe subject. They created a live event, inviting young people to from armed militia, the Army decided to stage a symbolic act. Oncompete to see who could write the best original song about Independance Day, helicopters dropped roses from the sky, affixedsex. This “Sex Song Competition” generated enormous interest. with the message “under the army’s protection, all will bloom.” 15
  16. 16. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery +Subaru - Impreza XV Rescue Girl Scouts of Greater Chicago & NW IndianaLeo Burnett / Sydney World’s Strongest GirlGPC score 7.5 Leo Burnett / ChicagoCategory: Integrated GPC score 7.0 Category: IntegratedTaking note of the fact that Australians are working longer hoursthan ever, Subaru launched a campaign to rescue workers from The Girl Scounts organization teaches young girls to valuetheir daily grind. A compelling web site enlisted people desperate strength of character and encourages them to be confident andfor a break, and the brand then hired famous outdoorsmen to courgeous. This incredibly powerful integrated campaign fostersstage office kidnappings, where people were spirited away from these values by profiling the adventures of “the world’s strongesttheir desks to outdoor adventures. All of this served to emphasize girl,” and uses animation and beautiful art direction in a variety ofSubaru’s line, ‘all for the driver.’ channels to appeal to both girls and their parents.Sony Entertainment Network Peseta PesetaKaun Banega Crorepati Leo Burnett / MadridLeo Burnett / Mumbai GPC score 7.3GPC score 7.3 Category: IntegratedCategory: Integrated A quirky, beautiful film from Madrid tells the story of a bicycle that“Kaun Banega Crorepati” is India’s version of the popular game falls in love with a sewing machine. The spawn of this unlikelyshow “Who Wants to Be A Millionaire.” This brilliant promotional romance is a limited edition, custom made bicycle cap. This campaigncampaign revolves around hilarious TV spots and also features was created to promote the New Museum in New York City.Bollywood icon Amitabh Bachchan in a tantalizing cameo. 16
  17. 17. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery +Procter & Gamble - Secret Mean Stinks Kellogg’s - Fibre Plus 100%Leo Burnett / Chicago Leo Burnett / TorontoGPC score 7.0 GPC score 7.3Category: Integrated Category: IntegratedThis integrated campaign for Secret deodorant targets teens, This highly successful launch campaign pokes fun at the gratuitousand functions both as an anti-bullying initiative and a brand use of statistics in marketing, by employing “100%” to makeact that positions Secret as an ally for girls seeking to express hilarious claims regarding Kellogg’s latest cereal.remorse for actions they regret.Tourism Authority of Thailand Hug ThailandLeo Burnett / Bangkok McDonald’s Fruit’s Not FizzyGPC score 7.0 Leo Burnett / LondonCategory: Integrated GPC score 7.5 Category: FilmFollowing a turbulent year of political upheaval in Thailand, the This brilliant TV spot for McDonald’s uses visceral imagery and acountry’s Tourism Authority decided to promote Thai tourism by pumping sound track to convey the fact that Fanta Fruitizz is justsoliciting entries to a nationwide consumer-generated content fruit juice with sparkling water. Filmed exquisitely and edited withcampaign. People all over the country submitted pictures of an eye for detail and narrative, this work is the latest great piecethemselves hugging all sorts of things. The photos were then of work for McDonald’s by Leo Burnett London.collected and used effectively in a variety of media channels. 17
  18. 18. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery +Car One Love StoryLeo Burnett / Buenos AiresGPC score 7.0Category: Film Brand Protection Group - Anti-Counterfeit Fake It AllThis follow-up work to last year’s brilliant Cannes Gold Lion-winning Leo Burnett / Beirutcampaign for Car One tells the stories of a car’s previous owners. GPC score 7.0 Category: IntegratedAs a salesman takes a prospective buyer on a test drive, a tawdrylove story unfolds in the back seat between a couple that cannot In Beirut, counterfeit goods are ubiquitous, and are a seriousbear to be apart. problem for brands looking to protect their market share. This anti-counterfeit campaign used a variety of channels, including hijacking TV shows, facebook accounts, and the front pages of newspapers to share a powerful message about authenticity. There’s a big difference between fake and real.CorbisAnimalsLeo Burnett / LisbonGPC score 7.0Category: Print‘Your ideas deserve all the possibilities.Corbis.’ 18
  19. 19. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery +Invesco Blindsided Invesco Through the RoofLeo Burnett / Chicago Leo Burnett / ChicagoGPC score 7.0 GPC score 7.0Category: Film Category: FilmA distraught couple talks to a firefighter about the random A huge bar graph has crashed through the roof of a home, leavingoversized pie chart that fell from the sky and destroyed their a gaping hole that an insurance investigator is trying to makeboat. Accidental investing can happen to anyone, and if you’re sense of. Accidental investing can happen to anyone, and ifnot careful, you too might find yourself exposed. Invesco helps you’re not careful, you too might find yourself exposed. Invescoprotect you from the many perils of the financial world. helps protect you from the many perils of the financial world.7-Eleven - Slurpee Ping Pong / Cold Soap /Temp ControlLeo Burnett / MelbourneGPC score 7.3Category: FilmThese three spots for 7-Eleven promote the iconic frozen Slurpeedrink, with a serious of hilarious scenes staged in frigid wintryconditions. A European voice over adds a memorable line at theclose of each commercial: “it’s so very cold in the cup.” 19
  20. 20. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery +Schweiz Tourismus Procter & Gamble - Era MimesSwitzerland - More Than Just Mountains Leo Burnett / TorontoLeo Burnett / Zurich GPC score 7.0GPC score 7.5 Category: FilmCategory: Film “Era detergent once took down a makeup stain with such ferocity,Swiss Tourism hit upon a different approach to promote Switzerland mimes everywhere started to cry real tears.” Signature humor fromas a tourist destination, eschewing serene mountain vistas and Leo Burnett Toronto helps make this campaign for Era stand out.instead focusing on two local men experiencing all that Zurichhas to offer for the first time. Casting real men and capturing theirexperience highlights all the rich culture Swiss cities have to offer. 20
  21. 21. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery +Chateau Saint-Esteve - Cuvee Altair Fiat - Cabrio Weatherman Prank CallsHold Leo Burnett / BrusselsLeo Burnett China / Hong Kong GPC Score: 7.2GPC score 7.0 Category: FilmCategory: Film Belgium is renowned for its atrocious weather. How do you sellThis spot shows the various stages of a man’s life, all colored by a a convertible car from Fiat? LB/Brussels staged stunts in whichpeculiar physical affliction that grows more pronounced with time. persistent Fiat salespeople called local TV weathermen offering toThe film dramatizes the quality and taste of Cuvee Altair wine, and bribe them if they served up sunnier forecasts to the public. Thebreaks out of the status quo for the category with a completely weathermen were predictably outraged, the stunt was surreptitiouslyfresh approach to talking about a wine’s flavor and appeal. captured on tape, and the audio was used to produce funny viral commercials.Leo Burnett Budapest - RecruitmentMusic AwardsLeo Burnett / BudapestGPC Score: 7.0Category: Film (YouTube)A man enters a room full of shiny advertising awards andspends several minutes toying with the metal, tightening boltsand arranging everything with some deeper purpose in mind.He then begins playing a rendition of a classical music piece bybanging on the awards with drum sticks. He gets halfway throughthe piece but discovers that he has run out of awards. To help theman finish playing the music, LB/Budapest encourages studentsto apply to work for the agency, to help the team win moreawards. This innovative recruitment piece is a viral hit. 21
  22. 22. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery + 7-Eleven Check Eat Out Leo Burnett China / Hong Kong GPC score 7.0 Category: Interactive / Mobile Hong Kong is a city that thrives 24 hours a day. However, few restaurants stay open late at night. 7-Eleven wanted to find a way to emphasize that it offered great meal options 24 hours a day, when other establishments shut their doors. Leo Burnett / Hong Kong created a mobile app that shows people the closing times of local restaurants superimposed on a map of Hong Kong, with 7-Eleven franchises spotlighted because they never close.Saathi Moment of Weakness - Father Son Saathi Moment of Weakness - Mother DaughterLeo Burnett / Mumbai Leo Burnett / MumbaiGPC score 7.0 GPC score 7.0Category: Radio Category: RadioThis radio campaign for Saathi features the voices of young children This radio campaign for Saathi features the voices of young childrenhaving an internal dialogue with themselves. having an internal dialogue with themselves.Anncr(VO Girl’s Voice): What were you doing with him? I was just Anncr(VO Boy’s Voice): Now what’s the point of crying, why didstanding there. How many times have I told you? That guy is a you steal? I was hungry. Has the beating filled your stomach?worthless bum. As if I’m some princess. I don’t think he’s that Couldn’t you have asked? Who would’ve helped? Shut up! Don’tbad. Look, I am warning you, he will ruin your future. What give me these lame excuses. Is this what I taught you? Tell me,future? I have to live in this garbage for the rest of my life. Don’t why did you steal from Gafoor’s shop? How did I know that I’dbe crazy. Chikki used to live in the same garbage but today get caught? You put your hand in the snake’s hole and thenshe has her own house. You mean, even I should become a bar expect the snake to kiss you on the cheek. Now, if you reallydancer like Chikki? What’s wrong with dancing? Don’t heroines want to steal, why didn’t you pick that blind man instead? I neverdance in the movies? Once you are a bar dancer you will meet thought about it. Forget it! Now go and get the medicine, or elsemen who can change your life. Do you understand? Guess you’ll get an infection. Hmmm...and listen, next time, be a bityou’re right. I think I should become a bar dancer. more cautious.Anncr(VO): Millions of street kids are parents to themselves. To Anncr(VO): Millions of street kids are parents to themselves.help them, call Saathi on 230009117 To help them, call Saathi on 230009117 22
  23. 23. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery +Freeport Outlet - Freeport Shopping Center Procter & Gamble - Flash Fake SpillsVacuum Bag Leo Burnett / LondonLeo Burnett / Lisbon GPC score 7.0GPC score 7.5 Category: AmbientCategory: Ambient A range of realistic ‘fake spillage’ toys were developed and left inTo encourage shoppers to purchase more items at Freeport busy city center locations. People who attempted to clean them upShopping Center, a bag was designed featuring vacuum packing obviously found their task surprisingly easy and were met with afor purchases. A huge pile of clothes transforms instantaneously branded ‘Effortless Cleaning’ message, courtesy of Flash.into a neatly packed flat case, giving people less to carry andmaking them much more likely to buy a few more items.Akzo Nobel Paints Dyrup Paints The Bondex Coaster- Dulux Supreme 3 in 1 Leo Burnett / LisbonWashable Cricket Score Wall GPC score 7.0 Category: AmbientLeo Burnett / ColomboGPC score 7.0Category: Ambient To spotlight Bondex’s ability to protect wood, varmish cans were placed at the point of sale and were filled entirely with coasters,The ICC Cricket World Cup was co-hosted this year by Sri Lanka, using the insight that people always look for coasters to protectand was followed avidly by millions. Dulux created this live score table wood.wall that was constantly updated with game statistics throughoutthe tournament, dramatizing the benefit of “washable walls.” 23
  24. 24. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery +McDonald’s Windy City Fries Procter & Gamble - Tide WallLeo Burnett / Chicago Leo Burnett / MumbaiGPC score 7.0 GPC score 7.0Category: Ambient Category: AmbientTo dramatize the appeal of McDonald’s iconic fries, Leo Burnett These ambient wall pieces utilize traditional Indian visual treatmentsChicago devised this clever ambient piece placed on top of local to convey a powerful message about Tide’s capacity to removetaxis, where fries appear to be blowing out of their cartons by the stains. People passing by interact with a stain placed on the muralwinds of “the windy city.” and receive a message about Tide’s ability to clean clothes.Samsung - Washing Machines Naked Statue Zhe Jiang Supor Co. - Supor Smokeless PansLeo Burnett / Milan Leo Burnett China / ShanghaiGPC score 7.0 GPC score 7.4Category: Ambient Category: AmbientSamsung partnered with an Italian conservation society to clean To dramatize Supor’s smokeless pans, a giant replica pan wasup the country’s dirty statues. To dramatize the power of Samsung’s placed atop a decomissioned smokestack in Shanghai, makingwashing machines, the brand erected canopies around the statues a dramatic statement about the core product benefit of Supor’swhile they were being cleaned, featuring images of the statue in pans.their undergarments next to Samsung washers. When the statueswere restored, the canopies were removed and the brand appearedto have “washed” the clothes of the statues. 24
  25. 25. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery +Juliet Coombe - Ride A Book Book Riding Orica/Dulux - Berger Paints Man SpaceLeo Burnett / Colombo Leo Burnett / MelbourneGPC score 7.0 GPC Score: 7.0Category: Ambient Category: AmbientTo promote Juliet Coombe’s book about the Galle Fort during a To dramatize how Berger paving paint can transform a backyardliterary festival, a clever interactive experience was designed with patio, the brand erected a “man space” outside a popular mall.stories embedded into the fabric of the town. People could “ride the While their wives and girlfriends were inside shopping, men couldbook” all over the city and discover the rich heritage around them. retreat to this safe sanctuary to grill, relax, and enjoy themselves.Lisa Hoffman FragrancesMousepadLeo Burnett China / Hong KongGPC score 7.4Category: AmbientLisa Hoffman (Dustin Hoffman’s wife)recently launched a new line of fragrancesin Hong Kong. To promote the perfumespecially-designed mousepads werecreated and placed at high end hotels,business lounges, and posh bars. Whenpeople logged onto computers, they weregreeted with a splash page telling themto smell their wrists, where the mousepadhad discreetly released a small sample ofthe perfume. 25
  26. 26. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery + T.S. Patex Co., Ltd. Sleep Well/Man Leo Burnett / Bangkok GPC score 7.1 Category: Ambient These innovative posters were designed as bed quilts and placed in furniture stores around Bangkok to promote Ventry beds and accessories. ‘Sleep Well. Ventry Beds & Accessories’ T.S. Patex Co., Ltd. Sleep Well/Woman Leo Burnett / Bangkok GPC score 7.5 Category: Ambient These innovative posters were designed as bed quilts and placed in furniture stores around Bangkok to promote Ventry beds and accessories. ‘Sleep Well. Ventry Beds & Accessories’ 26
  27. 27. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery + WWF - World Wildlife Foundation Dangerous Exhibit Leo Burnett / Manila GPC score 7.4 Category: Ambient To raise public awareness of the dangers facing the oceans and seas, the WWF in the Philippines created ambient installations in popular shopping malls featuring monstrous creations made out of garbage, enclosed in glass cases. The monsters reflect the polluted nature of the seas, and served as a call to action for people to get involved in conserving the cleanliness of the water. ‘Help us make this species extinct. WWF.’ Amnesty International Voices For Freedom - Tibet Versus Chinese Army Leo Burnett / Lisbon GPC score 7.0 Category: Print ‘Voices. Imagine a world where only evil ones are heard. Donate your voicemail and give a voice to activists silenced by force. Amnesty International.’ 27
  28. 28. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery +UA Films - UA CinemaCrossword / Sudoku / PhotoHuntLeo Burnett / Hong KongGPC score 7.0Category: Print‘3-minute crossword’‘Beginner’s Sudoku’‘Spot the difference’This press campaign was created topromote the movie “Limitless” about aman who abuses a drug that allows himto use 100% of his mental faculties, thusgiving him “limitless” potential. Theseincredibly difficult visual puzzles require anacuity and patience that most people lack.Once people engage with the puzzles,and realize how difficult they are, they aredirected by the line to a website promotingthe movie:‘www.unleashyourpotential.com.hk’ 28
  29. 29. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery +Surfrider Foundation Oil Spill / Beer Rings / PlasticLeo Burnett / SydneyGPC score 7.0Category: PrintThese three award-winning print ads for the Surfrider Foundation feature visuals of dead human beings in placeof the marine life we’re used to seeing submerged in spilt oil, caught in plastic debris, or lying surrounded by litter on a beach.‘Our oceans aren’t the ones in danger. Make a difference: join surfrider.org.au.’ 29
  30. 30. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 2Q 117 gallery +Haomei Co. - Bucalus Soundproof WindowsNo More NoiseLeo Burnett China / GuangzhouGPC score 7.0Category: Print‘Reliable soundproof window systems.’ To dramatize the benefits of soundproof windows from Bucalus, a set of special interactiveprint ads were created that demonstrate how Bucalus windows keep out noisy city sounds.Luxure Magazine Magazine Cover Agency - Internal Work - Festive CNY 2011Leo Burnett / London-Atelier LB Bigger HarvestGPC score 7.0 Leo Burnett / Kuala Lumpur - Alpha 245Category: Design & Packaging GPC score 7.0 Category: Direct / PromoLuxure is an exclusive high-end magazine. Atelier LB Londondesigned the front cover of an issue dedicated to ‘Ultimate Excess’ Mandarin oranges are often used as gifts to convey wishes ofthat showcased items of unabashed extravagance. The exquisite prosperity as the oranges are pronounced as ‘gold’ in Chinese.detail of this skull design warrants praise, and is a testament to the This direct mail piece, commemorating 2011 as the Year of theskill and talent we have in our design department in the UK. Rabbit, was sent to clients as a gift, and generated great results and new business opportunities for Leo Burnett Kuala Lumpur. 30