Pencil Shavings: 1Q13 GPC, Berlin

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A roundup of Leo Burnett's 1Q13 Global Product Committee meeting in Berlin, including links to 7+ work, creative profiles and more.

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Pencil Shavings: 1Q13 GPC, Berlin

  1. 1. 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 1Q 13A Letter from MarkDear Friends,Last month the 1Q13 Global Product Committee gathered in Berlin to spend four days evaluating the creativeoutput of Leo Burnett Worldwide. We shared a candid week trading insightful dialogue and clear assessmentsabout our work, our client relationships, our ideas, and the challenges that lie ahead. Our conversations wereframed against the backdrop of Berlin, a city rich in character and history that is briskly reinventing itself as afuture-facing cultural hub powered by a creative class second to none. I can’t think of another place that’s beenreimagined, rebuilt, and rebooted repeatedly the way Berlin has over the last century. Today, the residents ofthis city have sloughed off the detritus of turbulent past eras, and have embraced the painstaking process ofrenovating and repurposing old structures to forge a new revitalized metropolis. There is an adventurous spiritof creative innovation thriving in Berlin, and it’s evident everywhere you look. It was inspiring to sample a smallpart of Berlin’s cerebral scene, and to marvel at all the talented people who choose to call the city their home. 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 1Q 13Creativity Without BordersOn the second day of our meeting, our German hosts organized a short guided bus tour during our lunch break,to give us a chance to be tourists and see some of the city’s historical and cultural points of interest. Few placeshave captured the world’s attention and imagination like Berlin, which was a focal point of the Cold War, whenthe city served as the epicenter of a broader cultural battle between competing ideologies. The Berlin Wall wasarguably the most powerful symbol of the political conflict that shaped the events of the last century, and no firstvisit to the city would be complete without a pilgrimage to its remnants. Once a towering, intimidating concretehulk that arbitrarily divided the city into two segregated parts, it now just exists in fragments, a monument tothe follies of the 20th century, and the impossibility of preventing the spread of freedom and ideas. When finallygiven the chance, people tore it down armed with little more than hammers and chisels, and then danced anddrank amidst the rubble. There are many lessons you can draw from the Berlin Wall and its fall, but the one Iwant to highlight is how completely things have changed since it came down. Just 23 years after the concretecrumbled, we are now living in a totally different reality. Ideas cross borders in a nanosecond, and spread virally,and governments cannot prevent the free flow of information. People have more control than ever before overtheir minds and what media they choose to consume. The global spread of personal technology and the riseof the internet has democratized culture in a way previous generations couldn’t have imagined. We are livingin a golden age of creativity and communication. Never before has anyone had the opportunity to connect toso many people, so quickly, through so many avenues. It is worth remembering how far we’ve come in such ashort time, and as we adapt to meet the needs of tomorrow, it’s worth reflecting on how far we still have to go.Change is the lifeblood of our industry. It is a constant catalyst reminding us that ‘business-as-usual’ will notsuffice. We must learn and evolve, and embrace change as the springboard that propels us towards a deeperunderstanding of people, who are always moving forward. As Leo wrote: “I take the attitude that advertising wasjust invented yesterday. By that I mean that advertising should not be regarded as a static, formalized business,but a fluid and dynamic force in modern communications.”This is the challenge before us. We can only create purpose-driven communication that rewards people whoengage with it if we are willing to rethink and reconfigure the way we work. In HumanKind, we have a compass,a way of thinking that aligns us, and it provides us with a strong foundation that unites the company the worldover. HumanKind has given Leo Burnett a shared focus and a common voice, even though we speak manydifferent languages. We also have, in the GPC, a tool and process that connects us as a global network, andwhich serves as a positive framework for us to evaluate our own product and offer clear, consistent direction.These are two of the elements that help knit us together into a single family. We are not a collection of disparateshops toiling away under the same logo in different countries: we are one company, one family, sharing a deepsense of kinship that stretches across the planet. It is this unique culture, and our relentless focus on peoplethat provides Leo Burnett with a competitive advantage that has helped us achieve a level of sustained successfew agencies can lay claim to. But we cannot rest on our laurels. We cannot stop moving. We must look ahead,and learn how to best leverage our talent, our ideas, our relationships, our heritage, and our people in a way thatsets us apart from everyone else. To take the next steps towards becoming the world’s preeminent HumanKindCommunications Company, we must truly embrace what it means to believe in creativity without borders. 2
  3. 3. 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 1Q 13We have a promising new year ahead us. Three months into 2013, new opportunities await, and I’m excitedabout some of the work we’ve already added to our portfolio. The 1Q13 GPC identified a diverse and intriguingcollection of 7+ campaigns and executions, across a wide range of communication channels, and I hope youall spend some time sinking your teeth into the work that fills this edition of Pencil Shavings. There’s a rich veinof brilliant thinking on display here, executed with immaculate attention to detail, and it’s an inspiring collectionthat we should all be proud of. The sheer variety of good ideas is encouraging, as it’s clear that we continue tofind new and unexpected ways to connect with people and reward them for their time and attention.I want to thank our hosts in Berlin for their exceptional hospitality and flawless planning, who through the magicof German engineering converted four exceptionally long work days into a seamless and joyful stretch of hoursthat left even the most jet lagged delegate smiling and contented. By some trick of fate, Leo Burnett/Germany’sexecutive leaders all have the same name, so I offer up this note of gratitude to what the GPC christened theTriple-A team: Andrea, Andreas, and Andreas. Andrea Albrecht (MD of LB/Germany), Andreas Pauli (CCO ofLB/Germany), and Andreas Laeufer (ECD of LB/Berlin) were exceptional hosts, and with the help of LB/Berlin’sElena Podlubnaja and LB/Frankfurt’s Andrea Ulrich, they took great care of us. Thank you to everyone in LeoBurnett/Berlin and at Leo Burnett/Frankfurt for a fantastic week in your country.It would be remiss of me to conclude this letter without noting one of the most encouraging things about the1Q13 GPC, which was the vast quantity of high quality design work we saw produced from across our globalnetwork. We are fast approaching the day when the designers working so diligently in Leo Burnett offices canclaim their rightful place in the sun as world class talents worthy of the highest accolades the design world hasto offer. The work our designers are producing on a daily basis is a marvel to behold, and our global portfolioreflects impeccable craft skills that will soon be the envy of top design studios across the planet. We are primedfor a coming out party, and I look forward to telling you more about Leo Burnett’s growing clout as a topflight,future facing design shop. But in the meantime, take a look at the 1Q13 7+ design pieces, with contributionsfrom Leo Burnett designers in Toronto, Frankfurt, Zurich, Berlin, and Chicago. Their work speaks for itself.Thank you all for all your hard work, and for the many long hours spent fighting the good fight. I look forward toseeing the fruits of your labour in the coming months. Perhaps, if you’ve crossed all your t’s, dotted all your i’s,and poured enough blood, sweat, and tears into the work, I might even see you on stage at Cannes. I hope so.Kind regards,Mark TutsselChief Creative OfficerLeo Burnett Worldwide 3
  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 1Q 13ContentsThe 1Q13 Global Product Committee 5Profile: Andreas Laeufer Subscribes to ‘Elitism for All’ 6The Black Couch Series:Jason Williams on LB/Melbourne’s BYO Cup Day & Seek Australia 7A Hat-Trick! Leo Burnett Named Network of the Year 8The 1Q13 8-Balls 9The 1Q13 7+ Gallery 23 “I have always felt that perhaps the real key to this nebulous thing called “creativity” is the art of establishing new and meaningful relationships between previously unrelated things in a manner that is relevant, believable and in good taste, but which somehow present the product in a fresh new light. The reason we don’t find more of these new relationships, I believe, is that in this insular world of advertising, there is simply too much inbreeding: not only writers who simply work a variation of someone else’s idea, but who take the same ideas with them from agency to agency…who never break out of the cocoon of sameness... When we hire a new writer, we like to feel that he is primarily a good writer with new worlds to conquer. We don’t hire him to get warmed-over versions of what he did at the XYZ agency...” 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 1Q 13The 1Q13 Global Product Committee Mark Andrea Andreas Beri Tutssel Albrecht Laeufer Cheetham Worldwide Germany Berlin Arc London Martin Luciana Jim Peter Spillmann Cani Carlton Bidenko Zurich Lisbon Arc Chicago Dubai Andreas Sergio Connie Jennifer Pauli Spaccavento Lo Skidgel Germany Milan Hong Kong Chicago Giorgio Jason Pawel Paulo Brenna Williams Heinze Dematteis Milan / Melbourne Warsaw Milan Western Europe Jay Rosalie Susan Ricardo Benjamin Geier Credle Robiglio New York City Chicago Chicago Milan Fuad Ahmad Bangkok 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 1Q 13Andreas Laeufer Subscribes to Elitism For All Opening up an issue of Tank Magazine is an initiation into a realm of exquisite beauty. First published in 1998, the magazine has become a standard bearer for an aesthetic that celebrates timeless ideas, stunningly original imagery, and unique, hitherto untold stories and narratives. Over time, the publication has grown in stature to become a benchmark for the creative industry, to the point that in 2002 the Daily Telegraph wondered whether Tank might be “the hippest publication on the planet.” The magazine was originally founded by Andreas Laeufer and Masoud Golsorkhi, who remains at the magazine’s helm. Andreas Laeufer left the magazine after an extended run of success and has since returned to his native Germany. Andreas relocated from the UK to start an agency dedicated to the development, design and production of communication strategies for the fashion industry. In 2009, he became the Executive Creative Director of Leo Burnett - Laeufer in Berlin, where he remains today, as one of the most celebrated and influential art directors working in Leo Burnett Worldwide.Since departing from the UK, Andreas has worked across a wide range of media channels, from custompublishing to packaging and bottle design to film and stills production for brands such as Prada, Armani,Swarovski, Levi’s, L’Oreal and Jean-Paul Gaultier, etc. Given his unique resume, filled with rich and variedaccomplishments as an art director, and his expertise on contemporary culture, Andreas is perfectly placed tolead Leo Burnett in a design-crazed city like Berlin. We are lucky to have him as part of the Leo Burnett family. 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 1Q 13The Black Couch Series:Jason Williams on BYO Cup Day & SeekLeo Burnett Melbourne’s ECD Jason Williams was the 1Q13 participantin the GPC’s quarterly Black Couch Series, the master class format inwhich a celebrated GPC delegate dissects and breaks down the creativeprocess behind some of their notable work. Mark Tutssel interviewedJason and over the course of a half hour, they discussed some of thegroundbreaking campaigns that Leo Burnett Melbourne has producedover the last few years. With a primary focus on the award-winning “BYOCup Day,” created for 7-Eleven in Australia, Mark and Jason discussedhow this simple activation became the most successful promotion inthe brand’s history. Jason also detailed the evolution of LB/Melbourne’s8-ball integrated campaign for Seek Volunteer, “Volunteer to PromoteVolunteering,” for Australia’s largest job website. With a track recordof winning some of the industry’s most coveted awards, including theCannes Lions Grand Prix for Good in 2011, the future looks incrediblybright for Jason Williams and Leo Burnett Melbourne. 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 1Q 13Leo Burnett named Network of the Year atthe Andy Award’s, Dubai Lynx, & AdFestIt’s been a heady week for Leo Burnett agencies across the world. At three major award shows across theplanet, Leo Burnett was named Network of the Year, a hat trick of wins that had Burnetters celebrating onstage in London, Dubai, and Pattaya. As the Gunn Report points out on an annual basis, our company hasmore agencies contributing to its global creative reputation than any of our competitors. This week we sawthat in action.On March 14th at the 2013 Dubai Lynx Festival, Leo Burnett MENA was named ‘Network of the Year’ for thesecond year in a row, on the strength of a tremendous body of work from Leo Burnett offices in Beirut, Dubai,Cairo, Doha, Jeddah, & Jordan. Our creative prowess in the Middle East is second to none, and in total ouroffices earned 2 Grand Prix, 1 Gold, 13 Silvers, and 12 Bronze awards at the Dubai Lynx.This week at AdFest, Asia Pacific’s regional award show, the LB network enjoyed similar success. We won 44awards (1 Grande Lotus in Press, 1 Effective Lotus, 1 Grande for Humanity, 4 Gold, 14 Silver, 23 Bronze), with13 agencies contributing to the network’s performance. Leo Burnett offices from Bangkok, Sydney, HongKong, Melbourne, Kuala Lumpur, Tokyo, Singapore, Mumbai, Jakarta, Colombo, Taipei, Beirut and Dubai allcontributed to the total. Winning AdFest’s ‘Network of the Year’ Award was the crowning achievement of avery full week.Lastly, at the 2013 International Andy Awards, Leo Burnett Worldwide was recognized for the outstandingwork we’ve produced over the last year, which won a remarkable 18 awards. Leo Burnett offices in SaoPaulo, Bangkok, Hong Kong, London, Mumbai, and Milan won a total of 1 Grand Prix, 7 Golds, 9 Silvers, and1 Bronze Andy, and Leo Burnett Worldwide was named ‘Network of the Year.’ The Andy’s are renowned forbeing one of the toughest juries in the world to impress, and it’s no small feat to have earned the praise of aformidable panel of industry luminaries.Congratulations to all the offices who’ve helped our company kick off the 2013 award season by winningawards at some of the most prestigious and highly regarded festivals in the world. These ‘Network of the Year’awards are a vivid testament to the talent we have in our ranks across the planet. Keep up the great work! 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 1Q 13 ball galleryProcter & Gamble - Secret Gang Up For GoodLeo Burnett / ChicagoCategory: IntegratedSecret wanted to combat the epidemic of bullying in schools byencouraging teen girls to “gang up for good.” The brand askedgirls to paint their pinky nails blue to indicate “no bullying here,”and promoted this ‘gang sign’ as a hashtag on twitter and socialmedia platforms. Secret also sponsored anti-bullying assembliesin schools focused around a direct mail kit and an interactive filmcalled “Meanamorphosis.” The website meanstinks.com servedas an online hub where girls could showcase their ‘gang signs’as well as find more ways to engage with the campaign. The bluepinky ‘gang sign’ quickly became a cultural symbol for teens, whoembraced this latest work for the ongoing ‘Mean Stinks’ campaign. 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 1Q 13 ball galleryProcter & Gamble - Secret Gang Up For Good - MobileLeo Burnett / ChicagoCategory: InteractiveSecret’s “Gang Up For Good” campaign is constructed on the powerful insight that in today’s world, bullying is not done with fists, butwith fingers and thumbs; teenagers bully their peers using mobile phones and social media. Since mobile phones are so central to theissue, it was imperative that Secret’s anti-bullying program communicated to teens through their devices. The campaign started whenSecret asked teen girls to paint their pinky nails blue as a “gang up for good” sign, and the brand then asked them to upload picturesof their nails to the web using Facebook, Twitter, and Instagram. The brand then aggregated all the “#gangupforgood” content towww.meanstinks.com, and the site became a place where girls could see a vibrant and supportive community that showed them theyweren’t alone. The site also offered teens downloads, challenges, and advice, tips, and encouragement on how to deal with bullies,which girls could read on the privacy of their own mobile phones. Secret became a valuable ally to teenage girls, providing them withtools to stand up to bullies, and showing them that they had a gang of supportive friends with them who all know that “mean stinks.” 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 1Q 13 ball gallery Vivienne Westwood On Women’s Side Leo Burnett / Milan Category: Ambient In Italy, 120 women are killed each year in domestic violence attacks. To raise awareness of this disturbing fact, and to counter the taboo against publicly discussing violence against women, acclaimed fashion designer Vivienne Westwood launched a provocative ambient execution that captured the attention of all of Italy. The noted designer put bruised and battered mannequins into her storefront window in the middle of Milan’s fashion district, along with signage that encouraged people to call a helpline if they are victims or know of anyone suffering from domestic violence. This shocking shop window generated enormous amounts of press around the country, and got all of Italy talking about a subject that far too often gets swept under the carpet. 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 1Q 13 ball galleryMelicena Ice Cream Ice Cream UnpluggedLeo Burnett / Berlin / FrankfurtCategory: IntegratedIn a marketplace crowded with countless ice cream and gelatobrands, how can you get a new brand of Italian ice cream to standout? LB/Germany devised a brilliant strategy to raise the profile ofMelicena ice cream; they constructed a Melicena family tree, witheach member of the quirky animated family having a singular influenceon the style and flavors of ice cream produced by the company. In anelegant and memorable case study, the grandmother, matriarch EricaMelicena, describes the various members of her family, and notes thatyou can get to know each of them through the brand’s packaging,POS pieces, social media, and assorted collateral. The distinct visualcharacter of Melicena has already increased the market share forMelicena products, and the family is well on its way to becoming aninstitution. After all, how can you argue with an Italian grandmother? 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 1Q 13 ball gallery The Village Voice New York Writes Itself - 8 Million Protagonists Leo Burnett / New York City Category: Branded Content The Village Voice wants to be regarded as the definitive place for people to find the uncensored voice of New York City. To that end, Leo Burnett/NYC developed “New York Writes Itself,” an activation platform that encourages New Yorkers to document their crazy day-to-day reality by submitting their stories online. The material culled from the website has already been used as the basis for an art show and a comedy series, and has provided the Village Voice with a continual stream of memorable editorial content published within the actual paper. This latest endeavor sees the team behind New York Writes Itself weaving together user-generated stories to create the world’s first crowd-sourced play. 8 Million Protagonists is an Off-Broadway play that was entirely “written by the streets of New York.” Each scene was scripted from vignettes submitted to the NYWI website, and seen in totality, the collected scenes showcase an authentic cross section of New York stories in a completely unprecedented way. This unique play generated great publicity for the Village Voice, and was hugely popular amongst New Yorkers as well. As they say, the truth is often far stranger than fiction. New York Writes Itself. You Can’t Make This Shit Up. 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 1Q 13 ball galleryLeo Burnett Lisbon Meet RonnieLeo Burnett / LisboaCategory: FilmAny visitor to LB/Lisbon in the last decade wasinvariably greeted at the front door by Ronnie,the office’s omnipresent attendant, who wasoften people’s first impression of Leo Burnett.When the agency relocated to a new building,Ronnie’s tenure with the company came to anend, but not before he starred in this video thathighlights Ronnie as a HumanKind icon with alot to say and insightful truths to offer anyonewilling to listen. This self-promotional piece is afantastic example of our agency celebrating thefact that we are only as good as our people. Allstate Insurance Mayhem Superbowl Blackout Leo Burnett / Chicago Category: Interactive (Facebook) In the middle of the 2013 Superbowl broadcast, a random power outage at the host stadium caused a 35 minute delay in the game, causing a blackout during the most watched event of the year. As crews frantically tried to get the lights back on, quick thinking writers at LB/Chicago posted the comment at the left on the Facebook page of Allstate’s infamous ‘Mayhem’ character, a renowned troublemaker and the focus of the country’s most popular insurance campaign. This topical piece is a brilliant example of an ALWAYS ON approach to modern day communication. In an instant reaction to unforseen events, Allstate reached out to people in real time, and generated a hugely popular reaction online. This ALWAYS ON approach, where brands are creating con- tent 24 hours a day, 7 days a week, is a key to modern communication. Allstate got a branded message across to the whole country during the Superbowl for free as events transpired. 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 1Q 13 ball galleryJames Ready BeerJames Ready Cover Photo SwapLeo Burnett / TorontoCategory: Interactive (Facebook)This campaign for James Ready Beer hasbeen widely praised throughout the industryas one of the best examples of Facebook-driven marketing efforts. To raise the profile ofJames Ready on social media, the brand en-gaged with its devoted fans and asked themif they’d like to swap out their Facebook coverphotos with James Ready’s for a day. Thissimple device proved to be hugely popularwith JR’s fanbase, who jumped on the oppor-tunity to increase their social media profile.Over three weeks, the JR Cover Photo Swapresulted in 6 million people visiting JR’s Face-book profile, page shares increasing by 352%,a 400% spike in content ‘likes’ along with a37% increase in new fans. The program wasso popular that after 3 weeks JR chose tocontinue with it, increasing its reach as newpeople engaged with the brand daily. Thiscampaign has been featured in ContagiousMagazine, and is widely held up as an exampleof how brands ought to utilize Facebook. 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 1Q 13 ball galleryDon’t Drive Drunk FoundationBeer Suicide / Whiskey Suicide / Vodka Suicide / Wine SuicideLeo Burnett / BangkokCategory: Print‘Don’t Drive Drunk Foundation.’These beautifully crafted posters feature people drinking alcohol as a tiny car simultaneously bursts out of the back of their head likea bullet, dramatizing how dangerous and potentially suicidal it is to drink and then drive. Each execution was targeted to a differentkind of drinking establishment, so that beer bars, wine bars, and whiskey bars each has a distinct, visually arresting poster hanging upwarning people about the perils of drinking and driving. 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 1Q 13 ball galleryMakita Tools SkyscrapersLeo Burnett / FrankfurtCategory: Print (Poster) / Design (Calendar)‘It all starts with the right tools. Makita.’This impeccably crafted poster campaign promotes Makita tools using iconic skyscrapers thatare presented as drill bits. A beautifully designed 2013 calendar was also created. 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 1Q 13 ball gallery Procter & Gamble - Crest Whitestrips Advent Calendar Leo Burnett / Berlin Category: Design (Calendar) An advent calendar is a traditional seasonal calendar used to count the days until Christmas, with each day represented by an individual box that opens to reveal something special within it to mark the day. To dramatize the effective and easy to use Crest Whitestrips 24-day teeth whitening program, Leo Burnett Berlin created this Whitestrips advent calendar, with a set of Whitestrips behind each door. Behind the door for the 24th day, a mirror allows people to see their new, whiter smile, just in time for Christmas. This beautifully designed piece clearly conveys how Crest Whitestrips work, in an insightful way that makes people want to engage with the product.Emmentaler CheeseNational Day EmmentalerLeo Burnett / ZurichCategory: Design (Packaging)To position Emmentaler cheese as thepride of Switzerland, a special “NationalDay Emmentaler” wheel was producedto commemorate Switzerland’s NationalDay. This “National Day Emmentaler”had a unique patriotic address tothe country written on the wheel byPolo Hofer, the country’s best knownsinger, and the cheese’s packagingalso contained a festive paper lanternto celebrate the occasion. This specialwheel of cheese sold out quickly, andhelped the brand position itself as thedefinitive cheese of Switzerland. 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 1Q 13 ball galleryMobinil Always TogetherLeo Burnett / CairoCategory: Film (Cinema)This briliant music video won the Grand Prix for Branded Contentand Entertainment at the 2013 Dubai Lynx Festival. Egypt isin the midst of a historic political transformation, with differentgroups pulling the country in many directions. Mobinil createdthis film to showcase a broad swath of Egyptian society, with theintention of capturing the pride and emotional connection all ofEgypt’s people feel towards their heritage and culture. This songand film elegantly weave together a multitude of musical styles fromdifferent ethnic groups, to create an epic song about unity thathonors many diverse strands of the Egyptian character. The songbecame a chart-topping success in Egypt, and the film quicklywent viral. This kind of populism exemplifies what a HumanKindagency strives to create. LB/Cairo should be praised for craftinga nuanced piece of pure beauty in the midst of political upheaval. 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 1Q 13 ball gallery Indie Lisboa – 7th International Independent Film Festival Noooooo Leo Burnett / Lisbon Category: Film A beautiful woman is seen screaming ‘Noooo’ in a variety of scenes, with varying degrees of believability. She appears in front of a burning house, until the film abruptly cuts to a train platform, then a car exploding, before the woman suddenly finding herself falling off a cliffside. This hilarious spot spotlights a series of cliches found in Hollywood movies, and ends with an eppeal to seek out films that don’t rely on green screens and special effects to tell compelling stories. Executed with a perfect sense of comedic timing, this funny and effective spot encourages you to find something better to enterain you. ‘Hollywood is running out of ideas. Come see something new. Indie Lisboa ‘13. 10th International Independent Film Festival.’McDonald’s DaveLeo Burnett / LondonCategory: FilmLB/London continues to weave McDonald’s into the fabric of UKlife using insightful storytelling to connect with people viscerally.This beautifully crafted spot tells the story of a teenage boy whosuddenly finds himself sharing his home with his mother’s boyfriendDave, seemingly a nice guy but whose presence feels intrusive tothe young man. The two struggle to share space and develop arelationship, until an unplanned visit to McDonald’s helps them toease the tension and come to terms with each other.‘We all have McDonald’s in common. McDonald’s. I’m Lovin’ it.’ 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 1Q 13 ball gallerySeek - Seek VolunteerVolunteer To Promote VolunteeringLeo Burnett / MelbourneCategory: IntegratedSeek Volunteer is a website that exists to find volunteers tomeet the needs of charities and organizations in Australia, whoneed over 700,000 volunteers annually to help them achievetheir goals. However, every year charities struggle to findenough volunteers to help. To meet this demand, Leo BurnettMelbourne launched a groundbreaking campaign that askedpeople, media corporations, and organizations to “volunteer topromote volunteering.” This call to action, requesting peopleto spread the word, was written, filmed, voiced, recorded, andprinted, so that it could be adapted to any space and any mediachannel. The message began to appear in spaces all over thecountry, and soon became omnipresent all over Australia.Businesses, charities, and media companies all volunteeredtheir spaces, and a digital kit was created to let people volunteertheir webpages, facebook profiles, and tweets to help thecause. The campaign generated a 557% increase in actualvolunteers who stepped forward to help fill needed roles forAustralian charities. The results of this have been so positivethat the campaign has become an ongoing initiative, as Australiawill always need volunteers.‘Australia needs you to volunteer too.seekvolunteer.com.au’ 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 1Q 13 ball galleryFiat Chrysler - Dodge Are You Dodge?Leo Burnett / MilanCategory: FilmThis beautifully shot film juxtaposes the daring, adventurous spirit of Dodge with people who clearly don’t have the right character for thebrand. ‘This is dodge. This is not dodge.’ Funny footage, a pumping track, and gorgeous cinematography ultimately lead to the question:‘Dodge. Are you?’Fiat Chrysler - Fiat RangeHumans - PregnancyLeo Burnett / MilanCategory: FilmElegant, tasteful shots of women in variousstages of pregnancy help tell this story of howthe Fiat Range was developed to accommo-date multiple people, with 5 seats and 1500configurations. This campaign utilizes a bril-liant tagline that has room to grow and evolve:‘Inspired by the best machines ever. Humans.’Fiat. Simply more.’ 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 1Q 137 gallery +Fiat Chrysler - Fiat Range Humans - BreathLeo Burnett / MilanCategory: FilmThe film features a beautiful montage showcasing the human breathin action, as a voiceover meditates on how humans efficientlytransform oxygen to carbon dioxide as they live, love, and play. Thenarrative then neatly segues into footage of the Fiat Range, a vehicleequipped with Twin Air Engines that cut down on the car’s carbondioxide emissions by 30%. This campaign is constructed around abrilliant insight, expressed concisely at the end of each spot:‘Inspired by the best machines ever. Humans.’Fiat. Simply more.’ Fiat Chrysler - Fiat Range Humans - Smile Leo Burnett / Milan Category: Film This commercial for Fiat Range touches on the quirky science of human mirror neorons, which compel us to respond in kind when we encounter certain actions. Our mirror neurons are one of the reasons why yawns, smiles, and sneezes can sometimes be contagious; our brains compel us to engage in imitation. So if humans have this innate need to smile when smiled at, the voiceover muses, why not make cars that smile? ‘100% pure Italian design. Inspired by the best machines ever. Humans. Fiat. Simply more.’ 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 1Q 137 gallery + Kellogg’s - Special K Defined By A Number Leo Burnett / Chicago Category: Film As part of Special K’s ongoing “What will you gain when you lose” campaign, this film documents how from the moment we’re born, we are defined by numbers. Numbers shape our lives and help determine our self-image, coloring how we perceive ourselves. Special K wants to change the conversation around weight loss, so instead of focusing on arbitrary numbers, the brand asks women to consider what qualities they hope to gain when they achieve their weight loss goals? What words do they want do embody and manifest? This approach opens up a far more inspiring dialogue around weight loss, and successfully positions Special K as an ally for women in their desire to live inspired lives shaped by words like ‘pride,’ ‘strength,’ and ‘confidence.’ ‘Special K. What will you gain when you lose?’7-Eleven Good CallLeo Burnett / MelbourneCategory: FilmThis perfectly executed commercial dramatizes the countlessways that 7-Eleven fits into people’s lives. Using a visualization ofneeded items pictured over people’s heads, viewers see a litany ofreasons why a quick trip to 7-Eleven is always a ‘good call.’ 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 1Q 137 gallery +Co-Operative – Foods Lights / Toilet Roll / Cat / Emergency / ShedLeo Burnett / LondonCategory: FilmThe Co-Operative is a UK chain of small shops that provides local convenience with a focus on ethical trading. The elegant ine “herefor you for life” perfectly encompasses the wide range of services provided to people by the Co-op, from selling food at good prices tooffering affordable funereal services. This collection of short, 15 second spots highlights the role the brand plays in people’s lives, andshowcases all the little holiday items you can pick up at the Co-operative to make your seasonal shopping a little bit less stressful. Fromlast minute emergency gifts to great deals on beer, the Co-operative offers convenience and great deals to everyone in the UK.‘The co-operative food. Here for you for life.’ 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 1Q 137 gallery +Chocolat Frey Popular Everywhere - Mexico / Popular Everywhere - FinlandLeo Burnett / ZurichCategory: FilmIn Switzerland, the best selling chocolate brand is Frey, a brand exclusively available for puchase in supermarket chains. While otherbrands are more famous abroad, the Swiss themselves buy Frey in copious quantities, a well-kept secret that is just now becomingknown to people in places like Mexico and Finland. These humorous TV spots, which have been brilliantly cast and directed, makegreat use of the brand’s unique position as an unheralded local icon that is just beginning to be recognized by foreigners.‘More and more people abroad are discovering Switzerland’s most popular chocolate.Frey. The favorite chocolate in the land of chocolate.’Comcast - Xfinity Slow DeathArc / ChicagoCategory: Promo & Activation (In-Store Film)To dramatize how slow internet speeds can completely ruinyour gaming experience, Arc / Chicago developed this im-pactful piece of in-store film for retailers selling Xfinity prod-ucts. A greenish brute from the gaming world materializeson screen, awaiting fierce combat, but he ends up dawdlingas he waits impatiently for his human counterpart to appear.‘Slow DSL speeds killing your game?Upgrade to Xtreme 50, here today.Xfinity. The future of awesome. 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 1Q 137 gallery +Leo Burnett Chicago - Chicago Ideas Week #WhatIfChicagoLeo Burnett / ChicagoCategory: IntegratedTo promote Chicago Ideas Week, a new regional start-up ideas conference, Leo Burnett Chicago decided to address one of the city’smost troubling issues: gun violence. The agency created the twitter hashtag ‘#WhatIfChicago’ to solicit ideas from the public abouthow to cure Chicago’s epidemic levels of gun violence. Outdoor and ambient executions helped drive attention to the issue, andraised public awareness about the wide ranging conversation that was happening both online and in public forums. This campaignhelped publicize the Chicago Ideas Week conference and spurred widespread discussion on how to address this ongoing problem. Allstate Insurance Forbidden Fruit Leo Burnett / Chicago Category: Film (Viral) This viral film puts Allstate’s iconic “Mayhem” character into a historical context, showing him wreaking havoc from the Garden of Eden to the Siege of Troy and the Great Chicago Fire. The film ultimately implicates him in this year’s chaotic NFL referee lockout. The film ends with a voiceover noting that Mayhem “has been, and always will be everywhere.” Allstate. 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 1Q 137 gallery +Axa Insurance Run TogetherLeo Burnett / MadridCategory: Promo & ActivationFor the first time this year, Axa Insurance sponsored an annual benefits5k/10k race in Madrid that raises funds for victims of traffic accidents. Theclient wanted Leo Burnett to create a campaign that would sell 10,000race registrations, but Leo Burnett did better, and created an opportunityfor people all over the world to join in and run the race virtually. Becausetraffic accidents are a universal problem, the agency crafted an integratedcampaign called “Corremos Juntos (Run Together)”, which enabled interestedpeople to register and run the race wherever they were. The agency foundthree people far from Madrid who had strong reasons to want to run in therace, and they provided these people with a smart phone and a dedicatedapp that let them run the race virtually. The agency then filmed the storiesof these three runners, and posted their profiles on a dedicated websitethat became a hub for the campaign. The app and the films received a lotof publicity, and soon race registrations exceeded all goals. The annual runtook place on November 25th, with a record number of runners, thanks tothe Run Together campaign produced by Leo Burnett. 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 1Q 137 gallery +Procter & Gamble - SecretMean StinksLeo Burnett / ChicagoCategory: Design (Direct Mail)As part of Secret’s ongoing campaign againstteen bullying, Leo Burnett Chicago built the“Mean Stinks Anti-Bullying Kit”, a direct mailbox that gave school guidance counselorsand principals a set of tools they could useto conduct anti-bullying assemblies with theirstudents. The box contained a copy of the15-minute film “Meanamorphosis,” alongwith accompanying scratch-and-sniff cards,as well as an anti-bullying discussion guidefor counselors, and assorted collateral likeposters, blue nail polish (for girls to paint theirpinky nails blue), locker magnets, and Secretdeodorant. This beautifully crafted box iseverything a professional educator needs toentertain teenagers while communicating aclear and potent anti-bullying message abouthow “Mean Stinks.”Procter & Gamble - Clearblue Easy Digital Pregnancy Test Spelling 2Lapiz / ChicagoCategory: RadioAnncr(VO): He took off your T-O-P. You followed by taking off his P-A-N-T-S. He took you to his B-E-D, where things started to getH-O-T. He got a C-O-N-D-O-M but he put it on completely W-R-O-N-G. After all, it was dark and you were both D-R-U-N-K. Youhad S-E-X, and before you knew it, it was already too L-A-T-E.It spells it out when you can’t.Clear Blue Easy Digital Pregnancy Test. No symbols. No Lines. Just clearly written words. 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 1Q 13 ball galleryMcDonald’s A Day OfflineLeo Burnett / DubaiCategory: IntegratedMcDonald’s has always been a family-oriented restaurant focused on providingsimple, easy meals that both parents and kids can enjoy. In a city where peopleare constantly tied to their mobiles and digital devices, Leo Burnett wanted to helpMcDonald’s revitalize the family bond, by asking people to relinquish their technol-ogy for a single day to reconnect with their families. The brand asked parents toparticipate in “A Day Offline,” a day without mobiles, e-mails, or TVs. Through anonline campaign, the brand created a dialogue with bloggers and parents, wherethey solicited ideas for activities that could happen on “A Day Offline”, while alsoraising awareness of the challenges and problems present in families who nevertake the time to unplug. Through posters, TV spots, and in-store collateral, thebrand positioned “A Day Offline” as a celebration of the family bond, and builtwidespread momentum and public interest in the weeks leading up to September28th. The actual “Day Offline” was a huge success, with many participants, andthe brand hosted fun and memorable family activities at McDonald’s restaurantsand in malls. The event generated press and publicity for McDonald’s, and helpedposition the restaurant as an advocate and champion for both parents and kids.McDonald’s. Family time forever. 30
  31. 31. 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 1Q 137 gallery +McDonald’s Free Book DayLeo Burnett / Chicago & Arc / ChicagoCategory: Promo & ActivationThere are 50.7 million children under 11 years of age in the USA. 31 million of these kids have never owned a children’s book. To helpfoster literacy in the United States, McDonald’s worked with Leo Burnett and Arc to provide free children’s books to kids at local Mc-Donald’s restaurants in Chicago. On December 8th in Chicago, McDonald’s hosted “Free Book Day,” where they gave away hundredsof books in just a few hours. The brand’s “Happy Tales” are a series of 8 original books, beautifully crafted and designed, and basedon characters and stories from past McDonald’s commercials. This fantastic initiative will likely expand to reach more kids soon, andthe campaign is a striking example of a great HumanKind act from a world class brand seeking to address a serious social problem. 31
  32. 32. 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 1Q 137 gallery +Earls Restaurant Albino Rhino Micro-brewLeo Burnett / TorontoCategory: Design (Poster)Leo Burnett Toronto is the number one design company in Canada, asevidenced by this outstanding collection of design work.Albino Rhino is the exclusive micro-brew of Earls Restaurant. These in-store posters were designed to stand out as much as the beer itself. Aset of carefully arranged triangles give the sense of rising bubbles, takingshape as a pint of Albino Rhuno. The legend below describes what goesinto each pour - Good, Craft. Beer. Simple as that.‘Albino Rhino.’Earls Restaurant Soul SamplerLeo Burnett / TorontoCategory: Design (Invitation)To announce their grand opening, Earls Kitchen + Bar wanted key influencers to get submersed in the true Earls experience: freshfood, exclusive drinks and genuinely friendly staff. 200 personally signed invitations were created and hand delivered by Earls staffand management. Each invitation served as a sampler, containing Earls’ freshly made San Marzano sauce, fig jam, breadsticks, anda bottle of their exclusive microbrew. 32
  33. 33. 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 1Q 137 gallery +Earls Restaurant From Day To NightLeo Burnett / TorontoCategory: DesignDay and night have two different attitudes. The day makes us want to bask in the sun and chill. The night makes us fearless andnocturnal. For this year’s Summer Party, Earls Kitchen + Bar brought these two worlds together in the form of an open invtiation - toeat, drink and play under the open sky. In-store posters, coasters, staff pins, and assorted collateral helped emphasize the differencesbetween day and night, and made the Summer Party an event to remember. This impeccably crafted work is a fantastic example ofthe attention to detail that characterizes the best design work produced by one of Leo Burnett’s top design teams. 33
  34. 34. 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 1Q 137 gallery +Earls Restaurant Lobster EventLeo Burnett / TorontoCategory: DesignEarls Restaurant throws a lobster party every year. The biggest barrier is that lobster is an intimidating meal: you need to know how todismantle it before eating. So we set out to show that not only is it easy to enjoy a lobster, but getting hands-on with your dinner is thefun part. This promotional campaign led to a successful event that doubled lobster sales from past years. 34
  35. 35. 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 1Q 137 gallery + Coca-Cola - Coke Studio Reflection of Music - ‘Usha Uthup’ Leo Burnett / Mumbai Category: Print This interactive print ad promoting the new season of India’s hit show Coke Studio features a unique device. If you place a Coke can on the indicated spot on the print ad, an electronic circuit completes, triggering the ad to start playing a piece of Usha Uthup’s music, one of Coke Studio’s featured artists. The can also reflects all of the instruments carefully laid out on the page, and the reflection of the art forms an image of Usha Uthup’s face on the can. This highly innovative and beautifully crafted piece highlights the unique sounds and artists showcased on the hugely popular Coke Studio show.Seek - Seek VolunteerVolunteer to Promote Volunteering -Postage StampLeo Burnett / MelbourneCategory: Promo & Activation (Media)As part of the brilliant campaign Leo BurnettMelbourne devised for Seek Volunteer, to raiseawareness of the need to find volunteers forAustralian charities, the agency managed to getthe “Volunteer to promote volunteering” messageplaced on an official Australian postage stamp.To have a postage stamp be a media channelfor a marketing message is a testament to thepower of your work and the strength of yourcreative platform. This piece helped contributeto the incredible results and record number ofvolunteers generated by the Seek Volunteerintegrated campaign.‘Australia needs you to volunteer too.seekvolunteer.com.au’ 35
  36. 36. 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 1Q 137 gallery +Chicago Shakespeare TheaterWill & George Come to LifeArc / ChicagoCategory: Promo & ActivationTo boost flagging ticket sales at the local ShakespeareTheater, Arc / Chicago created a masterful promotionalcampaign that resulted in an extended run for a play thathad previously struggled to attract audiences. Playing atthe Shakespeare Theater was a play called “Sunday In thePark with George,” a story based around the iconic GeorgeSeurat painting “A Sunday Afternoon on the Island of LaGrande Jatte.” The original painting happened to be partof the permanent collection of the Art institute of Chicago,just a short walk from the theater. As a means to publicizethe play, an altered version of Seurat’s famous painting wasplaced outside the Art Institute, with many of the notablecharacters from the painting conspicuously absent. The fakepainting generated a lot of attention from a curious public,which culminated in a staged event where the actors fromSunday In the Park with George appeared at the Art Institutein full costume, making the painting “come to life.” The stuntgenerated international publicity. The fake painting soonbecame famous as well, as the public was invited to posefor souvenir pictures with it, essentially giving people anopportunity to become one of the characters within Seurat’smasterpiece. Ultimately, the fake painting was sold and theproceeds donated to arts programs for local schools. Withan enormous amount publicity driving renewed interest in theplay, the Chicago Shakespeare Theater saw a record numberof first time guests as a results of the campaign. 36
  37. 37. 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 1Q 137 gallery +Fuze RepsFuze Goes (BANG!)Leo Burnett / TorontoCategory: DesignFuze Reps is a Toronto-basedboutique agency representingtop photographers as well asCGI digital and motion artists. Tocounter the perception that Fuzewas a traditional, conservativeagency, the agency worked withLeo Burnett Toronto to host agallery show that defied expec-tations. Fuze goes (Bang!) wasa visceral, vibrant experiencethat targeted multiple senses.The event was advertised with aposter featured the word BANGspelled out in raw steel pipes,dispensing Pogos, Pop Rocks& Champagne! The event wasa huge success, and the posterto the right is a marvel of designand utility. 37
  38. 38. 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 1Q 137 gallery +Leo Burnett Toronto - Self Promotional Cook Without The BookLeo Burnett / TorontoCategory: DesignThis beautifully crafted direct mail piece served as a self-promotional item from Leo Burnett Toronto. Recipients opened a box designedto mimic a book, and found within a well-tailored apron with cooking essentials printed directly onto the fabric. The apron serves as ahandy reference for cooking times, meat cuts, and measurement and temperature conversions, and all the information is printed upsidedown so that the chef can reference it while wearing it. No cook book needed. This useful apron arrived with the following message:‘Dedicated to the experimentalists, the traditionalists, the aspiring chef in us all. Be creative and throw away the recipe book. We’ve gotyou covered with the basics. Enjoy.’ 38
  39. 39. 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 1Q 137 gallery +Chrysler - Jeep Legendary Accessories Collection Full LineLeo Burnett / MadridCategory: Promo & ActivationTo emphasize the adventurous quality of the Jeep brand, Leo Burnett/Madrid created the Jeep Legendary Accessories Collection.These high-end personal accessories were available for sale at Jeep dealerships, and also served as giveaways for people whobought luxury Jeep models. The accessories simultaneously functioned as premium direct mail pieces, and were sent directly toopinion leaders as an enticement to spread Jeep’s brand ethos. What kind of personal accessories does a Jeep owner need? Thebeautifully crafted necktie pictured above doubles as a tow cable that can haul up to 5 tons of weight. The cuff links in this collectioncan be used to start fires, and the dress socks can hold up to 6 liters of fuel, if the need arises. These impeccably designed personalaccessories target people who have a passion for adventure, and who might find themselves at home behind the wheel of a Jeep. 39
  40. 40. 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 1Q 137 gallery +TVO Smart Kids Now. Smart Adults Later.Leo Burnett / TorontoCategory: Design (Illustration)‘Help TVO teach kids basics like math and science,so that they can be whatever they want.Donate now at TVOSmartKids.Org.’TVO is a public broadcaster of educational television.To raise funding, LB/Toronto created an illustratedcampaign featuring dozens of unique characters, eachwith a different profession, to show kids and parentsjust how endless the possibilities are when you havethe right educational fundamentals.‘TVO. Smart kids now. Smart adults later.’ 40
  41. 41. 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 1Q 137 gallery +Rooster Rooster CalendarLeo Burnett / TorontoCategory: Design (Calendar)LB/Toronto designed this calendar for Rooster, a post production house, who sent this out to their clients with the following message:‘A new year is here. It’s time for a fresh calendar. You could hang one with 12 months of kittens or landscapes or inspirational quotesfrom dead people. Or, you could hang one with 12 months of big cocks. Why roosters? Well, we’re called Rooster Post. But also, everyonce in a while, we in this crazy business need a reminder to not take our stress and frustration out on co-workers. A reminder to notbe cocks around the office. So here it is, a monthly reminder to be kind in 2013. And, to kick off the kindness, this past holiday wedonated money to a local charity on behalf of all of you. Rooster Post Production.’ 41
  42. 42. 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 1Q 137 gallery + Leo Burnett Berlin 1Q13 Berlin GPC Welcome Pack Leo Burnett / Berlin Category: Design Every Leo Burnett office that hosts a GPC meeting assembles a welcome pack for the GPC delegates from around the world. The pack introduces the visitors to their host country and offers a few notable insights into the city they’re visiting. The 1Q13 gift pack contained sublime chocolates, a brilliant Berlin Design Guide, a Berlin Notebook, and a one-of-a-kind concrete USB stick from local design shop KIX Berlin, containing a sampling of the city’s legendary music scene courtesy of CanDJane, one of LB/Berlin’s resident audiophiles. This brilliantly designed gift pack reflects the refined design aesthetic of one of the world’s most creative cities.Emmentaler Cheese National Day EmmentalerLeo Burnett / ZurichCategory: Promo & ActivationTo commemorate Switzerland’s National Day, Emmentalerreleased a limited-edition wheel of iconic Swiss Emmentalercheese, packaged in a beautifully designed National Day casethat featured a patriotic address penned by Switzerland’s mostfamous singer. This hugely popular promotion led to the NationalDay Emmentaler selling out in just a few weeks. 42
  43. 43. 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 1Q 137 gallery + Fiat Chrysler - Fiat 500L Coffee Leo Burnett / Milan Category: Print ‘Drink and Drive.’ New Fiat 500L. The only car with a coffee machine inside. Fiat. 43
  44. 44. 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 1Q 137 gallery +Fiat Poland - FreemontSnowLeo Burnett / WarsawCategory: Print‘Freemont. The Earthliner.’‘Fiat.’ 44
  45. 45. 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 1Q 137 gallery +BMW Italy – BMW XDrive Chestnut / Flowers / Jodel / Wooden SculpturesLeo Burnett / MilanCategory: PrintThis print campaign from Milan features beautifully crafted images promoting odd events in far off destinations. If you’re interestedin seeing a chestnut throwing contest, an alpine flower exhibit, a jodeling competition, or an exhibit of wooden sculptures, BMWcan get you there.‘Whatever the destination, the weather won’t stop you. BMW XDrive. The intelligent, all-wheel drive system.’ 45
  46. 46. 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 1Q 137 gallery +Procter & Gamble - Tide Garage / InkLeo Burnett / MumbaiCategory: Print‘Whites Like Nothing Happened. Tide.’ 46

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