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Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
Pencil Shavings: 1Q12 GPC, Tokyo
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Pencil Shavings: 1Q12 GPC, Tokyo

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A roundup of Leo Burnett’s 1Q12 Global Product Committee meeting in Tokyo, including links to 7+ work, creative profiles and more.

A roundup of Leo Burnett’s 1Q12 Global Product Committee meeting in Tokyo, including links to 7+ work, creative profiles and more.

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  • 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 12pencil shavingsA Letter from MarkDear Friends,There’s no place on earth like Tokyo. Japan offers everyone who visits it a fascinating glimpse into the future,and I was delighted to spend a week in February with the 1Q12 GPC taking a good look around at one of themost vibrant and creative cities on the planet. Although the Japanese hold a deep reverence for the past,there is an appetite to embrace the future that’s evident all around you in the relationship people have withtechnology. Tokyo is at the leading edge of innovation, and there is a culture of connectivity in Japan that ischanging everything about the way humans interact and behave. The city and its people provided the GPCwith a constant source of inspiration as we discussed and debated the ways a HumanKind communicationscompany should operate in the 21st century. Japan has a lot to teach us, and we should all be taking notes. 1
  • 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 12Recovery & RebirthIt’s been just over a year since the 311 Earthquake and Tsunamistruck Japan with such devastating force, and it’s inspiring to seehow the country has come together to rebuild and move forward.Although the long term consequences of the event still loom largeover the country’s psyche, there’s a sense that the earthquakecatalyzed a new way of thinking. In the aftermath, creative ideasand solutions flourished, to address unforseen problems thatcould only be handled with out-of-the-box thinking. This capacityto endure and adapt with quiet determination epitomizes Japan,and as the GPC reviewed the creative output of the country overthe last year, it was astonishing to all of us to see how people havepersevered in the face of adversity. Even amidst tragedy, creativitylights the way forward. Japan’s people recognize that innovation,new ideas, and new technology are the means to recovery. It’s justa matter of time before we’re all blown away once again by someamazing new way the Japanese have utilized technology. It’s promising that now, more than ever before,people are trying to find ways to make Japan’s technological prowess serve a human purpose.Over the course of our week in Japan, the GPC delegates marveled at everything around them. So much ofwhat’s cool and interesting about Tokyo is the evolved design aesthetic that infuses everything from hugebuildings to the smallest trinkets. There is a deep reverence for craftsmanship that you can’t help but appreciatewhen you hold something in your hands that’s been labored over for countless hours. Nothing is too smallor inconsequential to get this treatment: everything has been deliberately crafted to within an inch of its life.This kind of fanatical attention to detail is hugely inspiring, and it also serves to throw the gauntlet down foranyone working in a creative field. If the Japanese can pour blood, sweat, and tears into every little toy andgadget, we need to ensure that we’re doing the same for everything that we produce. In our business, the onething we have absolute control over is craft. We are responsible for the quality of what we produce, and thereis absolutely no excuse for creating work that is not beautiful. Everything we do should reflect the same levelof dedication that characterizes so much of the work from Japan. We must recommit to this kind of passionfor craft, for what Leo himself called “good creative masonry.” I urge all of you to take a look at the 7+ workfrom Beacon Tokyo. It exemplifies the passion of an agency that treats design like a labor of love, a laborthat’s well worth losing sleep over.Speaking of Beacon Tokyo, I’d like to thank Nicolas Menat, Jon King, Masato Mitsudera, Atusko Kubota,Satomi Makino, and everyone at the agency for being such amazing hosts to the GPC delegates, and forgenerously giving us a window into the world of Japanese creativity. We saw amazing work during the day,and our nights were filled with great meals, good company, and the occasional costumed karaoke session.Beacon is an agency that’s working on the cutting edge of technology, and yet the entire agency is focusedon how technology can work with human insights to cater to human behavior. They never lose sight of thegoal, which is to create compelling communication that entertains, captivates, and enriches people’s lives. 3 2
  • 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 12During the closing comments of our meeting, Fernando Bellotti, Latin America’s Regional Creative Director,said something that’s well worth repeating. He said, “the only place where money comes before work is inthe dictionary. The GPC is about the work.” I completely agree. It is an enormous privilege to be able to sit ina room and review all the work we do, and to try and improve it through an open and honest discourse. TheGPC is not simply a means to randomly affix a number score to our work: it is the connective tissue of ournetwork, and the tool that makes Leo Burnett Worldwide a cohesive family. We are not just a bunch of shopsthat happen to share the same name; we are a family that is invested in each other’s success. The GPC isentrusted to make the work better, through peer review, and a sense of camraderie is what defines it. It isnot about money or pride or competition. It’s about lifting everyone up, affirming the things we do right, andoffering honest and helpful criticism on how we can refine our work to meet the incredibly high standards ourfounder laid down many decades ago. He said that anything that bears the Leo Burnett name should striveto be the “best in the world, bar none.” The GPC is a tool to help us get there.Susan Credle, the CCO of LB/Chicago said it best at the end of the week: “if we could have an agency thathad the heart of Mumbai, the design skills of Toronto, the writing of Australia, the platform thinking of SouthAmerica, and the technology of Tokyo, we’d have an amazing agency, and the reality is that we already do.It’s pretty cool that we can bring all these strengths to the table and share them, and everybody’s work getsbetter. This truly is a network that wants to help each other.”We really do have an amazing agency, and I left Tokyo buoyed by the ideas I saw. It was an inspiring week,with great work across the board from major brands like Coca-Cola, Norton, McDonald’s, P&G, Diageo,7-Eleven, Allstate, Sony, Canon, and Heineken. We also spent two days reviewing the work of Philip MorrisInternational, which yielded a stunning 14 8-Balls and 60 7+s for the PMI team, a testament to the brillianttalent we have working on PMI worldwide. Overall, I came away impressed with the quality of work we’re doing,and I was proud to see that every region produced a world class idea worthy of an 8-ball. We are primed forsuccess this year across the board.Please take a look at this quarter’s 7+ work. It’s important that we’re all on the same page. If we step forward insync, celebrating what we do, we’ll continue to create communication that people love, that has human value, thatdrives business, and that inspires both the people who engage with it and the people who produce it.I want to congratulate the network on a great quarter. Asia Pacificin particular performed very strongly, and the future looks brightas Jarek Ziebinski is helping drive growth across the region. 2012promises to be a great year for all of us. Keep up the good work!Arigato, & Kind regards,Mark TutsselChief Creative OfficerLeo Burnett Worldwide 3
  • 4. HumanKinddoesn’t demand GPC 1Q 12people’s attention,it respects it and rewards it.
  • 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 12ContentsThe 1Q12 Global Product Committee 6Profile: Jon King & Masato MitsuderaBeacon Tokyo’s Creative Leadership 7Profile: Andy DilalloLeo Burnett Sydney’s Subversive Savant 8Proud Moments in Pattaya: AdFest 2012Leo Burnett Asia Pacific @ AdFest 2012 9The MENA Cristal AwardsLeo Burnett MENA Wins 7 of 9 Grand Prix Awards 10The 1Q12 8-Balls 11The 1Q12 7+ Gallery 24 “I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising. I have learned that it pays to fight for concepts and causes that may appear unpopular at the moment, rather than following the course of quick and easy agreement. The other fellow’s point of view must be respected, and pure stubbornness never wins, but if you have the facts on your side and honest conviction in your heart, you rarely lose by fighting for your idea all the way.” 5
  • 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 12The 1Q12 Global Product Committee From left to right (standing): Sompat Trisadikun (LB/Bangkok), Karen Lim (LB/Singapore), Soo Hee Yang (LB/Seoul), Fuad Ahmad (LB/Asia Pacific), Rosalie Geier (LB/Chicago), Andy Dilallo (LB/Sydney), Jarek Ziebinski (LB/Asia Pacific), Lisa Greenberg (LB/Toronto), Jon King (Beacon Tokyo), Nicolas Menat (Beacon Tokyo), Fernando Bellotti (LB/Buenos Aires), Brian Capel (LB/Jakarta) From left to right (sitting): Judy John (LB/Toronto), Jennifer Skidgel (LB/Chicago), Mark Tutssel (LB/Worldwide), K.V. “Pops” Sridhar (LB/India), Susan Credle (LB/Chicago) Not Pictured: Jason Williams (LB/Melbourne), Brian Ma (LB/Hong Kong), Tom Bernardin (LB/Worldwide) 6
  • 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 12Beacon / Leo Burnett Tokyo:New ECDs Jon King & Masato Mitsudera It’s an exciting time to be at Beacon Tokyo. While most of Japan’s domestic advertising industry is controlled by giant players like Dentsu, Hakuhodo, and ADK, Beacon is in the unique position of serving as the agency of record for foreign brands like Procter & Gamble, Philip Morris, McDonald’s, Lenovo, and Norton. There are opportunities to create compelling local campaigns for big multinational brands, which require a combination of eastern and western approaches that Beacon is well suited to provide. In fact, to address the unique challenges presented by Beacon’s client roster, the agency recently promoted two talented agency veterans to the position of Executive Creative Directors. Jon King and Masato Mitsudera bring a wealth of experience to the creative leadership team of Beacon, and with the strong guidance of President Nicolas Menat, the agency is well equipped to take on the challenge of changing people’s behavior through HumanKind communication. With a focus on the Human purpose of brands, and the support of one of Leo Burnett’s most talented digital teams, Jon and Masato have a bright future ahead of them.One of the best campaigns in Masato’s deep portfolio of work is the Yubari “Fusai” project which won the2009 Cannes Grand Prix in the Promo & Activation category. Beacon’s campaign changed people’s lives, andhelped revitalize a bankrupt city. Click on the “Fusai” characters below to watch the incredible case study.Another example of Beacon’s incredible skill set is the retail work the agency produced for Nike’s flagshipstore in Harajuku, the fashion capital of Tokyo. The Beacon digital team devised a brilliant in-store piececalled NikeID that scans the colors on the clothes of customers, and creates customized Nike shoes to matchthose colors. This kind of innovative thinking is why Nike gave Beacon Tokyo all its digital business in Japan. 7
  • 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 12Andy Dilallo: LB/Sydney’s Subversive Savant There’s something special happening at Leo Burnett Sydney. There’s a certain spirit that pervades the place, and you can sense it the moment you walk in the door. This is an agency that’s having more fun than most, and you can see it in the attitude and the sense of humor underlying all their work. Not only are they having fun, they’re earning accolades from every corner of the world. In 2011, LB/Sydney was the 7th most awarded agency on the planet. A large part of the agency’s success in recent years can be attributed to its creative leadership. Andy Dilallo is the ECD of Leo Burnett Sydney, the number one creative agency in Australia. He’s an incredibly talented and irreverent provocateur, usually seen rocking a Yankees hat, and he has a long track record of consistently bringing out the very best from everyone he works with. His longtime creative partner Jay Benjamin, currently the CCO of LB/New York, had this to say about working alongside Andy: “Andy is a creative freight train. A train that’s always moving, is full of energy, inspiration, good times, and an abundance of enthusiasm for great ideas. He believes wholeheartedly that this is a fun business, something anyone who’s gotten on the Andy Train will attest to. And like any great creative mind, he thrives on the creative fuel those around him provide. The more passion and talent he can have on the train the better. That’s what keeps it all moving at the right speed, in the right direction, and keeps the bar for great ideas as high as it can be. Andy also believes advertising is a journey rather than a destination, which makes this simple, childlike analogy even more true. I spent nearly 10 years on the train as a friend and a colleague and relish any opportunity to jump back on, whether it be collaborating on a project, exchanging ideas about our visions for the future or just catching up in whatever corner of the world we’re lucky enough to find each other. It’s a winning train, one that never backs down from a challenge. There are three words he used to say to me as we were building our ideas for a presentation or starting a new chapter of our careers. You’ll find them emblazoned on the side of the Andy Train: LEAVE NO DOUBT.” 8
  • 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 12Proud Moments In Pattaya:Leo Burnett Asia Pacific @ AdFest 2012From March 18-20th, almost 1300 delegates from all over Asia Pacific converged upon Pattaya for AdFest2012, the oldest and one of the most important creative award shows in Asia. This year’s theme was “FastForward >>”, and over the course of the festival, delegates from across the region discussed, debated, andexamined different perspectives on what the future holds for Asian marketing. One of the festival’s bestspeakers was Leo Burnett’s own Eric Cruz, the ECD of LB/Kuala Lumpur, who delivereda riveting presentation entitled “Reinvention: A Decade of Change,” which examined themomentous cultural shifts and industry changes that have characterized the last decadein Asia. Eric urged the audience to unlearn their habits and strive to reconnect, rediscover,reignite, and reinvent the way forward, because only a new approach can meet thedemands of an evolving audience. Eric’s presentation was a highlight of the festival,eclipsed only by Leo Burnett’s repeated trips on stage to pick up AdFest Lotus Awards.At the end of the festival, Leo Burnett emerged from AdFest as the “2nd Most Awarded Network in Asia Pacific2012”. The network picked up a remarkable 46 Lotus Awards - 6 Gold, 16 Silver and 24 Bronze. Eleven differentoffices contributed to this fantastic performance; Melbourne, Sydney, Tokyo, Bangkok, Colombo, Singapore,Kuala Lumpur, Jakarta, Mumbai, Shanghai and Hong Kong. Leo Burnett’s strength was further emphasizedwhen Donald Gunn of the Gunn Report announced Leo Burnett as “Network of the Year 2011 in Asia Pacific.”Leo Burnett’s strong showing at AdFest 2012 demonstrates the remarkable depth and breadth of talent wehave residing in a highly important growth region. There is a wealth of creative talent working under the LeoBurnett banner. This outstanding performance confirms yet again our creative pedigree and the power of aunited creative force. 9
  • 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 12The MENA Cristal Awards:Leo Burnett MENA Wins Seven Grand PrixAt the 7th annual MENA Cristal Festival, Leo Burnett MENA was named Network of the Year, and picked upan astonishing array of awards. The LB/MENA network was awarded 7 Grands Prix (out of 8 bestowed), 17Gold, 9 Silver and 23 Bronze, taking home a total of 56 awards. Five different offices contributed to the network’stotal, representing a variety of multinational, regional and local brands. Leo Burnett’s office in Beirut was alsonamed Agency of the Year.Raja Trad, the CEO of Leo Burnett MENA had this to say about his agency’s performance: “We are both humbled and proud by the awards won at the Festival, as it is a direct reflec- tion of the hard work and passion that is put into everything we do. I take exceptional plea- sure in seeing how five offices contributed to our collective recognition, which testifies to our united strengths and wide scope of talent. We look forward to delivering the highest lev- els of communication and human engagement for all brands for many more years to come.”Bechara Mouzannar, Chief Creative Officer of Leo Burnett MENA added the following comment: “The fact that we won awards in most of the categories, from six different juries, winning 7 Grand Prix (out of the 8 awarded) reassures us of our creative strategy, encouraging us to always try to push further the borders of communication in the region.”Congratulations to Leo Burnett MENA for its stellar showing at the MENA Cristal Awards! 10
  • 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 12 ball galleryGiant Bikes Real RidersLeo Burnett / MelbourneCategory: IntegratedInstead of sponsoring a famous athlete, Giant Bikes decided totake an unorthodox approach to promoting itself as the definitivesource for all of Australia’s biking needs. The company positioneditself as the champion of everyday riders, and premiered a TVspot during the Tour De France in which it asked viewers: “whydo sports companies only sponsor famous athletes? Why notsponsor regular people?” The brand opened up a sponsorshipdrive in which Giant sought out 30 passionate bikers to becomethe officially sponsored new faces of the brand. Applicationsstreamed in from all kinds of people who ride everyday withoutfanfare or acclaim. Giant ultimately selected an interesting crosssection of ordinary Australians to be sponsored bikers, includingkids on training wheels, and these people were used in TV spots,outdoor posters, online banners, and in-store collateral. Thisintegrated campaign generated an enormous amount of publicity,sales, and goodwill for Giant Bikes throughout Australia. 11
  • 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 12 ball galleryGarbarino Back to the FutureLeo Burnett / Buenos AiresCategory: IntegratedGarbarino is a leading electronics store in Argentina. The retail giant becamethe subject of an intense national conversation when amateur video footageappeared online of Doc Brown, the infamous inventor from the Back to theFuture movie franchise, crashing his Delorean time machine into a Garbarinostorefront. After a few days of rampant speculation on the internet, andwidespread circulation of the footage, Doc Brown gave a press conferencein which he apologized to Garbarino for any damage he may have caused,and volunteered to be the new face of Garbarino Electronics to compensatethe company for his actions. Thus the inventor from the future became thepopular spokesperson for Argentina’s largest retail electronics chain, andgenerated massive new interest in the store and its high tech products.‘The Future is at Garbarino.’ 12
  • 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 12 ball gallery Leo Burnett India Gandhiji Font Leo Burnett / Mumbai Category: Integrated The Gandhiji font created by Leo Burnett India continues to evolve with new articulations across a range of channels. Originally created by the agency when Mahatma Gandhi’s iconic spectacles were set to be auctioned off by Christie’s in New York, the font has grown from its original conception as a design piece into a much larger integrated campaign. The font has been adapted for 10 different languages, and has been used as the basis for art exhibits, as well as design books and special promotional events. The font has become a vehicle for new generations of Indians to appreciate the life and legacy of Mahatma Gandhi, through the use of typography that innately brings to mind the lessons of India’s most famous founding father. 13
  • 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 12 ball gallery7-Eleven - Slurpee BYO Cup DayLeo Burnett / MelbourneCategory: PrintAs competing cold drinks began to chip away at Slurpee’s market share in Australia, 7-Eleven needed to orchestrate a big act toremind people that there’s only one Slurpee. Slurpees have always been about the personalization of flavor and color, so why notallow people to customize their experience even further, by giving them an opportunity to bring their own cup for one day eachyear? A series of 15 posters were created to promote 7-Eleven’s Bring-Your-Own-Cup Day, which encouraged people to show upwith boots, briefcases, tea kettles, water coolers, and anything else they could possibly imagine. On BYO Cup Day, people visited7-Eleven in droves and departed with their receptacles brimming over with delicious cold Slurpee drinks. The spike in sales and thequirky appeal of the promotion resulted in the largest single day Slurpee sales in 7-Eleven’s history, anywhere in the world. 14
  • 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 12 ball galleryThe Patissier Cake-mouflage Diageo - Johnnie Walker Important ManLeo Burnett / Singapore Leo Burnett / SydneyCategory: Design & Packaging Category: FilmThe Patissier is a bakery that specializes in cakes for special “Sooner or later the people who run the planet all end up choosingoccasions. Since surprises always make a celebration a little bit one drink: Scotch.” So opines a clean cut, important man as hesweeter, the bakery commissioned Leo Burnett Singapore to craft wanders through his lush apartment, staring out of large windowsa number of unique cake boxes designed to help people disguise while delivering a monologue about the people who contemplatespecial occasion cakes as book stacks, CD racks, and vegetable words like “leverage, portfolio, fiduciary.” This brilliant campaigncontainers. The boxes were a huge hit. positions Johnnie Walker Scotch as the aspirational drink of‘Cake-mouflage. Helping every surprise stay a surprise.’ choice for the world’s most important movers and shakers. ‘Johnnie Walker. Keep Walking.’Procter & Gamble - Oral-B Electric ToothbrushInternational Flight MouthBeacon / Leo Burnett TokyoCategory: AmbientUpon arriving at the international baggage claim in Tokyo’s Naritaairport, passengers found their luggage on a conveyor belt whereeach blade resembled a giant white tooth. At first glance, the teethlooked pristine, but when the belt curved, people quickly noticedthat there were patches of concealed dirt on the edges of eachtooth, along with a message that read: “plaque is hidden betweenyour teeth.” A QR code directed passengers to a website whereOral-B toothbrushes were sold, and the toothbrushes were alsofor sale immediately outside the baggage claim area. This ambientpiece is a great example of a product demonstration done with witand style, and delivered at a moment and place where people arereceptive to the message.‘Don’t forget to remove hidden plaque with Oral-B.’ 15
  • 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 12 ball gallery Parrot - AR Drone Ar Drone Flying Banner Beacon / Leo Burnett Tokyo Category: Interactive Is it a bird? Is it a plane? Is it a UFO? No. It’s the AR Drone, the world’s first radio-controlled helicopter piloted by a smart phone. To publicize and promote this incredible device, Beacon / Leo Burnett Tokyo devised the world’s first mobile-enabled web banner, that lets your smart phone hijack a web page. Simply use your smart phone to take a picture of the QR code on the AR Drone Flying Banner, and your phone then becomes the pilot of the Drone on the web page. You can pilot the drone around the website and blast it to pieces. This banner ad had tremendous success in building up buzz around the AR Drone, and marks the first time a smart phone has been used to take over a computer screen. This brilliant interactive execution reflects the incredible skill set of the digital team at Beacon Tokyo. Now...how do we get hold of one of these drones? 16
  • 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 12 ball galleryBajaj Electricals CigaretteLeo Burnett / MumbaiCategory: Print‘Get your toilet back. Bajaj Exhaust Fans.’This print campaign was crafted by LB/Mumbai. The exquisite craftsmanship andclear idea behind each of these images generated praise from the entire GPCpanel, but what stunned the group was the disclosure that photoshop was notused to construct these pictures. These images were not computer-generated,but were actually production sets that were constructed by hand. Each room wascreated with a team of workers laying cigarettes, fish, and socks into place untilthe room was literally built out of the materials in question. Click on the ‘makingof’ video to the right to get a senss of the love and attention to detail that wentinto this work. Congratulations to LB/Mumbai for three 8-balls for this campaign. 17
  • 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 12 ball galleryBajaj Electricals FishLeo Burnett / MumbaiCategory: Print‘Get your kitchen back. Bajaj Exhaust Fans.’ 18
  • 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 12 ball galleryBajaj Electricals SocksLeo Burnett / MumbaiCategory: Print‘Get your bedroom back. Bajaj Exhaust Fans.’ 19
  • 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 12 ball gallery Procter & Gamble - Tide Cook / Fisherman / Onion Seller Leo Burnett / Mumbai Category: Print ‘Tide Plus. With Jasmine & Rose.’ This print campaign promotes Tide Detergent with Jasmine & Rose, to keep your clothes smelling fresh and clean no matter what odors you’re surrounded by. 20
  • 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 12 ball galleryAssistance Dogs Concerns / Fleabags / PuppiesLeo Burnett / SydneyCategory: FilmAssistance Dogs Australia trains Labradors and Golden Retrievers to help people with physical disabilities lead more independentlives. In this TV campaign, adorable puppies parade across the screen, accompanied by a biting voiceover from Monty Pythonalumnus John Cleese. With his signature dry British wit, John Cleese urges viewers to donate to this organization, because “ifthese smelly little scum bags have any hope of becoming assistance dogs, they’ll need all the cash they can get.”‘Donate to Dogtober.org.au. 1-800-688-384.’ 21
  • 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 12 ball galleryHemaviton Stamina Plus Mom / Teen / WorkerLeo Burnett / JakartaCategory: RadioThis award-winning radio campaign from Indonesia features rapid-fire voiceovers documenting just how much energy is needed fora mom, a teenager, and an office worker to get through their daily grind. The litany of activities concludes with a plug for HemavitonStamina, an energy supplement. Below is the script for “Worker.”Worker Voice: Wake up, read newspaper, take a shower, get breakfast, wear coat, wear tie, put shoes on, get my laptop, kiss my wife,open the fence, start the engine, let’s go!!! Off to main road, stuck in a traffic jam, take a shortcut, stop at traffic light, not moving,ojek!! (motorcycle taxi) Go to the left, go to the right, turn left, turn right, arrive at office, absent, take a seat, make coffee, drink coffee,turn on computer, check email, type document, print document, send e-mail, fax, make a call, make quotation, tease receptionist,budget meeting, internal meeting, client meeting, unimportant meeting, supplier meeting, group meeting, lunch time!! Report to boss,minor revision, report again, make summary, clean up my desk, absent, go home, play futsal, chase the ball, dribble right, dribble left,flirt right, flirt left, hello, pretty girl, oooow…got goaled, priiit (end of the match). Hang out, chit chat, change cloth, it’s karaoke time!Sing My Way, sing Hey Jude, sing Smash, sing Keong Racun, sing Bang Toyib, dance on the table, rock song, kid song, mandarinsong, jazz song, meet a hot chick, flaunt time! Get acquainted, ask her name, ask bb’s pin, ask her address, ask anything, what??!She’s my wife’s friend, Go home!! Shower, wear pajamas, get in the room, check email, check my wife, out from room, check my kids,get in to the room again, wake my wife up, turn off the lights, the kids wake up and cry.kid song, mandarin song, jazz song, meet ahot chick, flaunt time! Get acquainted, ask her name, ask bb’s pin, ask her address, ask anything, what??! She’s my wife’s friend, Gohome!! Shower, wear pajamas, get in the room, check email, check my wife, out from room, check my kids, get in to the room again,wake my wife up, turn off the lights, the kids wake up and cry.Announcer: For extra activities in limited time, Hemaviton Stamina Plus. 22
  • 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 12 ball gallery Coca-Cola Arctic Home Leo Burnett / Chicago Category: Integrated For decades, the iconic polar bear has been an integral part of Coca-Cola’s holiday heritage. This year, the brand launched an integrated campaign called “Arctic Home”, designed to raise money and support to help create an Arctic refuge for polar bears. Executed across a range of channels, the campaign began by boldly changing the color of the iconic Coca-Cola can from bright red to snowy white. Coke packaging encouraged people to donate to the Arctic Home fund simply by texting a specific phone number. The brand also devised an incredibly rich website, along with an immersive iPad application, and a mobile app that let people to participate in the campaign through game play amongst their social network. The campaign served to inform and educate people about polar bears and their natural habitat, and helped build widespread support for the creation of an Arctic refuge for the bears. This unprecedented integrated effort by Coca-Cola was a huge success, and helped the brand and its fans give something back to one of its classic icons. 23
  • 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 127 gallery +Coca-Cola - Arctic Home BrothersLeo Burnett / ChicagoCategory: Interactive (Viral Film)As part of the Arctic Home initiative, a series of viral videos were Coca-Cola - Arctic Homecreated capturing the enthusiasm of intrepid arctic explorers Turning - Arctic Home Canventuring into “the realm of the polar bear” from the comfort of Leo Burnett / Chicagotheir own homes. In this spot, a young man imagines seeing themajestic Aurora Borealis, until his brother interrupts his reverie. Category: Design & Packaging“The experience may be virtual, but the polar bears you’re helping For the first time ever, Coca-Cola changed the colors of its iconicare real. Coca-Cola. Join us at ArcticHome.com.” red can to white in support of the company’s initiative to create an Arctic refuge for the polar bear. The new can made national headlines and served as a beautiful tangible symbol of Coke’s commitment to protect the natural habitat of the polar bear.Coca-Cola - Arctic Home ArcticHome.comLeo Burnett / ChicagoCategory: Interactive (Website)Coca-Cola’s Arctic Home website is a deeply immersive interactive platform that serves to educate and inspire people to learn moreabout the Arctic and the polar bears who inhabit it. The site lets people track real polar bears in their natural environment, and providesbackground on each bear and its story. By donating to the Arctic Home refuge, visitors can claim a parcel of land in the Arctic thatthey can call their own. The site provides an ever-evolving interactive experience for anyone keen on finding out more about polarbears and their Arctic home, and its design and depth are a triumph of digital craftsmanship. Visit the site at www.arctichome.com. 24
  • 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 127 gallery +Coca-Cola - Arctic HomeStare Bear / Water Bear / Cub BearLeo Burnett / ChicagoCategory: PrintThese outdoor posters encouraged people to use theirmobile phones to text donations to the Arctic Homecause, and also drove people to Coca-Cola’s ArcticHome website.Each image is comprised of countless fingerprints.‘The more you text, the more you can protect.Text Coca-Cola package codes to donate.www.arctichome.comCoca-Cola Arctic Home.’ 25
  • 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 127 gallery +Diageo - Johnnie WalkerGolf / Racing / Water / ScotchLeo Burnett / SydneyCategory: FilmA confident and wealthy spokesman runs through the reasons why Scotch is the drink of important people. Sitting beside a fireamongst esteemed company, he holds forth on the seriousness of golf, the distinguished look of the double Windsor knot, and theappeal of Scotch to a refined palate. ‘Johnnie Walker. Keep Walking.’ 26
  • 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 127 gallery +McDonald’s - Happy Price Menu Van McDonald’s - Saver Menu First Pic - Mayo ChickenLeo Burnett / Mumbai Leo Burnett / LondonCategory: Film Category: FilmIn this charming spot from India, a long-suffering bus driver This commercial had the whole GPC in fits of laughter. An expectingis given conflicting directions by a bus load of giggling young mother awaits her tardy husband before the first sonogram of theirschool children, until he ultimately finds himself steering his way child. He shows up late to the appointment, much to her chagrin,through a McDonald’s drive-thru. The children have planned a but dispels her anger instantly by announcing that he just got asurprise birthday party for their favorite driver. 99p Mayo Chicken at McDonald’s.‘For moments you can’t put a price tag on. McDonald’s.’ ‘The 99p Mayo Chicken from McDonald’s Saver Menu. Can’t argue with that! McDonald’s.’McDonald’s - BrandFirst DayLeo Burnett / LondonCategory: FilmThis brilliant new film from London is McDonald’s at its very best.In this fast-paced spot, a young man is given a whirlwind tourof his new office by a brisk, no-nonsense supervisor. The paceof the orientation is dizzying, and the young man quickly growsoverwhelmed as he’s led through elevators, down corridors, upstaircases, all while being handed countless forms and asked toremember passwords, names, and random details about his newwork existence. By the time he finally settles in at his desk, it’stime for lunch. He gratefully escapes to the one place where heknows he can relax, and orders a Big Mac and fries.“McDonald’s. I’m Lovin’ It.” 27
  • 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 127 gallery +McDonald’s Fry Lights McDonald’s Roppongi HillsLeo Burnett / Chicago Beacon / Leo Burnett TokyoCategory: Promo & Activation Category: PrintThis is theater of the streets taken to a whole new level. As part McDonald’s launched a new flagship store at the Roppongi Hillsof a city-wide campaign promoting McDonald’s fries, Leo Burnett Mall, in one of Tokyo’s most chaotic and vibrant neighborhoods.Chicago developed a “fry lights” outdoor piece constructed To raise the profile of the restaurant, a series of environmentalaround a bank of ten 200,000 lumen lights, which created a row design pieces were developed to capture people’s attention. Aof golden fries that lit up the night. Visible from 3 miles away on a beautiful ‘observation deck’ was created at the top of the mallclear night, these “fry lights” elegantly wove McDonald’s into one which showcased the location of every McDonald’s restaurantof the world’s most celebrated skylines. in Tokyo. Two gigantic pillars on the outside of the building were‘McDonald’s. Best fries on the planet.’ transformed to look like big McDonald’s straws, and a waterfall on the inside of the building was given a new backdrop to highlight the glistening fresh vegetables available at the restaurant. Interactive posters were also created, and if people took pictures of themselves next to the posters, they could show those pictures to the restaurant to get discounts on their meals. ‘McDonald’s. I’m Lovin’ It.’ 28
  • 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 127 gallery + Procter & Gamble - Cheer Dig It! Get It! Leo Burnett / Toronto Category: Interactive To get a new generation interested in Cheer laundry detergent, the brand created an online experience around an interactive music video called “Dig it. Get it,” featuring the band Strange Talk. The innovative video enabled viewers to click on individual colorful items within it, and if they were the first person to “dig” an item, they won it. The campaign kicked off with a two-week teaser phase, which built enormous anticipation around the video’s launch, and after the video went live, 19,000 colorful items were given away to participants. Only when users clicked on an item were they taken to Cheer’s Facebook page where Cheer’s partnership with the band was revealed. The campaign was a huge success, and the buzz around the music video caused it to hit #1 on the Billboard uncharted list. This colorful interactive experience helped get a detergent for colorful clothes on the minds, playlists, and laundry room shelves of a new generation.Parrot Carrot Parrot Carrot SafariLeo Burnett / SydneyCategory: Interactive (Cell Phone Application)Parrot Carrot is a popular children’s book about animals madeout of rhymes, like the parrot that looks like a carrot. Leo BurnettSydney created an interactive app that takes the premise of thebook into the world of smart phones and iPads, and gives kidsthe opportunity to use these tools to find rhyming animals hiddenaround them in the real world. This simple and beautifully designedgame has a fun and intuitive interface that kids love. 29
  • 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 127 gallery + Heineken U-Codes Leo Burnett / Warsaw Category: Promo & Activation To bring Heineken’s new brand message “Open Your World” to life, LB/Warsaw created “U-Codes”, customized QR stickers available at the Heineken Open’er Music Festival. A tent was erected at the festival where people could create their own U-code, and then print them out onto a sticker. Each U-code contained a hidden message that’s only revealed when someone snaps a picture of it with a smart phone. The U-codes became hugely popular conversation starters at the music festival. ‘Heineken. Open Your world.’James Ready BeerJR Awesomer Campus ProgramLeo Burnett / TorontoCategory: IntegratedJames Ready set out to become the beer of choice forcollege students by launching an integrated campaignentitled “Helping Students Do Awesomer In School.”First, the brand recruited official JR campus diplomats,who served as beer ambassadors for six different collegecampuses. Then, JR launched a 16-week program to“awesomize” the school year with different JR prizesand incentives available to students, ranging from a free“JR Survival Kit” giveaway in week one to the creation ofa “James Ready Beer Bus” which helped drive studentsfrom campus to the beer store, to return their emptiesand exchange their bottle caps for more beer. The campaignwas hugely successful at increasing JR’s fanbase. 30
  • 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 127 gallery + Beacon / Leo Burnett Tokyo The HumanLab Beacon / Leo Burnett Tokyo Category: Interactive (Website) Beacon / Leo Burnett Tokyo created a brilliant and innovative research tool entitled “the HumanLab,” which captures human behavior in real time through mobile tracking. This flexible, scalable system monitors check-ins, photos, purchases, tweets, and posts, from the smart phones of people who have voluntarily enlisted in the HumanLab program. This platform then processes and displays the data in a way that enables the agency to develop insightful strategies and creative solutions based on people’s actual behavior. This initiative is a fantastic example of gathering data and using the information to craft responsive communication that is rooted in real human truths. This innovative system has the potential to be implemented worldwide as a signature Leo Burnett strategic platform, and it’s creation by the digital team at Beacon Tokyo reflects the future facing thinking and technological prowess that characterizes the best Japanese creativity. 31
  • 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 127 gallery + Leo Burnett Bangkok A Happy Gift Leo Burnett / Bangkok Category: Promo & Activation At the end of 2011, in the midst of devastating floods in Thailand, Leo Burnett Bangkok decided to help struggling communities restart their businesses. The agency bought locally-produced goods from flooded villages, and then packaged those goods with new labels containing the height of the floodwaters in each community. The agency then bundled these goods together and delivered them as New Year’s gifts to the agency’s clients, who were delighted to help struggling Thai businesses get back on their feet. The annual gift from the agency became much more than a token of appreciation between business partners; it became a happy gift for everyone, from Leo Burnett.Saathi Street Kid 1 Saathi Street Kid 2Leo Burnett / Mumbai Leo Burnett / MumbaiCategory: Radio Category: RadioAnnouncer (Young Boy’s Voice): Earlier I used to stay hungry Announcer (Young Boy’s Voice): My business is the best! I get paidfor days. Then one day a friend told me, ‘why waste 5 bucks on to see porn. Couples come to Marine Drive to cuddle. They keepbread? Buy a nail polish remover instead, sniff it for a week and me as a watchdog, I just have to sound an alarm if a cop arrives. Iyou won’t feel hungry!’ And what a trip! Better than even country get to see them make out and get paid 20 bucks for doing so! Lifeliquor. And then when goons beat us, it hurts a lot less. Now if I is good! But watch out when a stranger tries to be extra nice. He’llam not good at begging, is that my fault? But who’ll explain this offer you cake and then make you blow his candle! (giggles) Noto those rascals? Once I took just 30 bucks less... they thrashed one loves a street kid unconditionally. On the street, if you’re notme with a rod...it hurt a lot. There were wounds all over my body. the fastest, make sure you’re not the slowest either. When a hornyBut those wounds were the best thing that could’ve happened to uncle gets frisky, just scoot away at full speed. The slower one willme. Looking at my wounds the rich would give me money in a jiffy! get humped. That’s why I ride around with a crippled friend fullThat’s why I never let my wounds heal. I scratch them and keep time. I know it’s wrong, but that’s the way the world functions. Thethem alive. So that...I can stay alive. smart ass survives, and the dumbwit gets screwed. (giggles)Announcer: (Adult voiceover): Things you would never want your Announcer: (Adult voiceover): Things you would never want yourkids to learn, are the only things the street teaches these kids. To kids to learn, are the only things the street teaches these kids. Tohelp them, visit us on saathi.org. help them, visit us on saathi.org. 32
  • 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 127 gallery + Procter & Gamble - Tide Dirt Magnet South Indian Leo Burnett / Mumbai Category: Radio Announcer (Voiceover in a thick south Indian accent): The day you will wear a white shirt, one pretty girl will encounter a flirt. Girl will give him one tight slap, it will put fingerprints on his cheek and fly his cap. The cap will fall on a sleeping dog, who will get up and loudly bark. The barking dog might also bite, this thought will scare a boy flying a kite. He will run for his life, and bump into Mr.Saxsena’s wife. The wife will fall like the Berlin wall, right into a month old rotten puddle, and just then, you will enter the scene right in the middle. Moral of the story, my friend; the day you will wear a white shirt, it’s bound to attract some dirt. That’s why always keep Tide by your side. Ok? Ok. Diageo - Bundaberg Rum Message From Saturday Radio Campaign Leo Burnett / Sydney Category: Radio This radio campaign for Bundaberg Rum features the distictive and unforgettable voice of Saturday berating and talking trash about all the other days of the week, because the taste of Saturday is the taste of Bundaberg Rum. Seven different radio spots were created, and one ran on each day of the week. Monday: Voiceover: Everybody loves Saturday, Satuday! Yo! Saturday here, best day of the week. And I’m talking to you Monday. You listening? Cause I got to say, Monday, you is one sad mother that don’t do nothing for no one ‘cept make them miss me. As if they ain’t missing me enough already, you knuckle-dragging start-of-the-week bone- head! You know what you need? You need to taste the Saturday! To taste the Bundaberg Rum. Saturday on a Monday may feel unnatural, but hey, I say just go with it, man! So crack open a bottle of Bundaberg Rum and taste the taste of Saturday. the most righteous taste there is. So screw you, Monday! And don’t you dare drink Bundy without being responsible, you hear? Wednesday: Anncr(Voiceover): Everybody loves Saturday, Satuday! Ow! Yo! Wednesday! Lookie here! This is Saturday, the greatest day of the week, and I’m talking to you, yeah, that’s right, you middle of nowhere fool! Feeling all high and mighty cause people call you ‘hump day.’ ‘Hump day’ my behind! People get to Wednesday and they’re like, ‘what hopeless, motherlovin’ day is this?!” Well you know what? You’re just another pain in the rump weekday that doesn’t taste anything like that lip-smacking taste of Saturday. Bundaberg Rum day. Open that bottle and pour yourself a little taste of Bundaberg Rum. Mmmmm. That’s my FLAVOR! Saturday Flavor! All you got to do is drink it responsibly! Hump day that, sucker! Friday: Anncr(Voiceover): Everybody loves Saturday, Satuday! Ow! Yo Friday! My mizzle! This is Saturday talking to ya. Now I know we’re neighbors and all, Friday, but man if you ain’t the mother of all imposters. Letting people think you’re the SEX just cause you’re the last day of the week and all. But look at you man! You ain’t no good! You done ‘fore you start, sucker! Then everybody got to go out smelling all funky in their work clothes and whatnot. At least they can open up a bottle of Bundaberg Rum and get a taste of what’s coming! A taste of Saturday! Oh yeah, that’s MY taste. Bundaberg Rum. Don’t you forget it, mister ace phony baloney Friday. Don’t you dare not drink it responsibly! 33
  • 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 127 gallery +Allstate Insurance Bad Horn / On Hold / SunLeo Burnett / ChicagoCategory: RadioBad Horn:VoiceOver 1: Mayhem is everywhere.SFX: Car horn failing.Mayhem: I’m your horn. Looks like I picked the wrong week to stop working. Cause right now, you’re sliding on three inches of freshNew York snow...right into an intersection and another car. Hey, look at that, I work again! And if you’ve got cut-rate insurance, youcould be paying for this yourself. So get Allstate, where agents keep you protected from Mayhem, like me.SFX: Cars collide.VoiceOver 1: Dollar for dollar, nobody protects you from Mayhem like Allstate.On Hold:VoiceOver 1: Mayhem is everywhere.SFX: Dialtone, then intolerably cheery elevator muzak.Mayhem: Hi! I’m the automated hold system for your cut rate claims department. To get forwarded to the wrong person, press 1. Toget put on hold for 40 minutes and then disconnected, press 2. To repeat your story to the entire company, including the cleaning staff,To do something that isn’t stupid, hang up and get Allstate, the only insurance company who guarantees that your claim processwon’t be mayhem, like me.VoiceOver 1: Introducing the “Claim Satisfaction Guarantee.” Only from Allstate.Dollar for dollar, nobody protects you from Mayhem like Allstate.Allstate Insurance On Hold Allstate Insurance - Football SponsorshipLeo Burnett / Chicago NOLA Spectacular Leo Burnett / ChicagoCategory: Film Category: FilmMayhem is the infuriating automated answering machine tellingyou to wait 97 minutes before you can speak to a human being It is a gameday tradition in college football for the winners of bigabout your accident. If you’ve got cut rate insurance, there’s games to tear down the goal posts and parade them through town.nothing you can do about this. So get Allstate, the only insurance In this ambient execution, a set of goalposts is stuck through ancompany that guarantees your claim process won’t be mayhem. SUV window, drawing attention to a billboard above that reads:Are you in good hands? “Game Day Parking. That’s Mayhem. Get Allstate.” 34
  • 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 127 gallery +Symantec - Norton She Said DaddyBeacon / Leo Burnett TokyoCategory: Film (Webisode)In this beautifully crafted, evocative film from Beacon Tokyo, a loving father dotes over his baby girl as she grows up. He films everydetail of her first year, capturing memories he will treasure in the future. However, he struggles with teaching his daughter to say“papa,” but after months of frustration, one magical day she says it, and he gets it on film. Unfortunately, his footage is not protected.‘It takes just a second to lose everything. Protect the things that matter. Norton by Symantec. Security.’Symantec - Norton Boy In Love / Writer’s StoryBeacon / Leo Burnett TokyoCategory: Film (Webisode)A young man falls in love at first sight, and spends months courting a barista at a coffee shop. His shy and endearing efforts ultimatelywin over the object of his affection, but he loses his phone at the worst possible moment. In the second film, a writer struggles througha multitude of low-paying jobs while slavishly toiling away on his masterpiece at night. Upon finishing his book, it’s accidentaly erased.‘It takes just a second to lose everything. Protect the things that matter. Norton by Symantec. Security.’ 35
  • 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 127 gallery +Sony Entertainment Network - Garbarino Mother’s DayKaun Banega Crorepati Leo Burnett / Buenos AiresA Million Dollar Question Category: FilmLeo Burnett / Mumbai As part of Garbarino Electronics’ ‘Back to the Future’ campaign,Category: Integrated featuring Doc Brown, the retail store released a number of TVTo promote the 5th season of India’s reality show “Who Wants to spots featuring the iconic inventor. In this touching spot forBe A Millionaire,” LB/Mumbai developed an integrated campaign Mother’s Day, Doc Brown travels back in time to give a ride homearound the line “no person is small.” By profiling contestants and to himself as a kid. The good doctor wanted to give a gift to histelling the stories of their lives and humble beginnings, the show beloved mother, so he sent along a bag of items from Garbarinobecame a champion for the common man, and helped garner Electronics, to be hand delivered by himself as a child.record ratings along with widespread publicity and acclaim. The ‘The future is at Garbarino.’show became more than just entertainment. It became a venuefor Indians to celebrate its contestants as heroes who they couldidentify with.‘No person is small.’Canon Photo FightersLeo Burnett / BangkokCategory: Ambient MediaIn 2011, devastating floods hit Thailand. When the flood watersreceded, all that was left were piles of sandbags, and imagesdocumenting the struggles of the Thai people to persevere amidstadversity. Canon wanted to celebrate the fighting spirit of the Thaipeople, and so the brand created a “Flood Fighters Gallery” whichshowcased some of the best photographs captured during theflooding. To promote the event, Canon gathered leftover sandbagsand used the sand to carve out sculptures that reproduced iconicphotographs of Thai people fighting the floodwaters. These sandsculptures were hung around Bangkok and helped raise awarenessand drive traffic to Canon’s “Flood Fighters Gallery.” 36
  • 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 127 gallery +Raise the Roof - ToquesDentist / Same Outfit / Water BottleLeo Burnett / TorontoCategory: FilmDentist:‘When a patient sees that you bought a Raisingthe Roof toque he will, even in his groggy state,think ‘what a swell guy my dentist is for helpingthe homeless.’ When he realizes you removed hisright central incisor during what should have been aroutine teeth-whitening, he will play it off as no bigdeal, even though tomorrow is his wedding day, andhis future mother-in-law is not a very understandingwoman. Buy a toque at RaisingTheRoof.org. It willhelp the homeless reach their potential, and peoplewon’t hold botched dental work against you.’Same Outfit:‘When you wear a Raising the Roof toque, it says,I’m a good person. I’m helping the homeless. So, ifyour office nemesis sports an identical blouse-skirtensemble, she will, out of newfound admiration foryou, save you from same outfit catastrophe. Also,she will gladly surrender the final cupcake, despitelisting cupcakes as an all-time fave in her onlinedating profile. But a toque at RaisingTheRoof.org. Itwill help the homeless reach their potential, and youroffice nemesis will succumb to it.’Water Bottle:‘When you show up wearing a Raising The Rooftoque, it’s as if you’re saying ‘yeah, I help the home-less, that’s how I roll.’ And when your friend realizesthis, she’ll consider you somewhat of a hero. Soeven if you had a highly questionable cold sore andwere devouring a tuna sandwich, there’s no way shecould refuse you a sip of her water. Even thoughshe’s a germophobe, and tuna fish gives her tummyaches. But a toque at RaisingTheRoof.org. It will helpthe homeless reach their potential, and friends won’tsay no to you, even when they probably should.’ 37
  • 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 127 gallery +Wyeth - CaltrateOpen Cap For Strong BonesLeo Burnett China / ShanghaiCategory: Design & PackagingTo encourage children to take supplements, Leo Bur-nett Shanghai designed a special cap for ‘Caltrate Kids’calcium supplements. To open the bottle, you have topress down and squeeze the cap, and when you do, alimp, lifeless giraffe or a basketball player affixed to thecap springs to life and stands tall. This engaging deviceis a great product demonstration of the benefits of strongbones, and it’s been a big hit with both kids and theirparents.‘Caltrate. Open Cap for Strong Bones.’ IKEA Icons Leo Burnett / Toronto Category: Design & Packaging IKEA asked Leo Burnett Toronto to create new icons to accompany their kitchen service messaging. These clean, simple, and direct visuals convey information clearly and efficiently in Ikea’s retail stores. The fact that a client renowned for world-class design is soliciting design ideas from Leo Burnett is a testament to the skill and talent of LB/Toronto’s design team. 38
  • 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 127 gallery +Leo Burnett TorontoSolstice CalendarLeo Burnett / TorontoCategory: Design & PackagingInstead of sending out an annual Christmascard, LB/Toronto sent out a 2012 “SolsticeCalendar” to clients and friends.‘The Solstice. Creator of shadows. Governorof seasons. Source of allegory and legend.Inspiration for this Solstice Calendar. It notonly tells you the day, but the hours of sunin each, changing shade on every pageto reflect the ratio of sunlight to dark. Theimpact of the sun’s yearly journey, from it’sapex in the summer, to its nadir in winter, canbe seen by looking at the calendar in profile.Please enjoy the 366 day Solstice Calendar,may it help you see the sunshine in each andevery day.’Leo Burnett TorontoEditLeo Burnett / TorontoCategory: Design & PackagingEquipped with under mount drawers, an invisible wire managementsystem, and finished with high gloss lacquer, the “Edit” desk wasdesigned to conceal the mess of wires and clutter that characterizestoday’s personal workspaces. This design work has transformedthe offices of LB/Toronto, rendering desktops into clean, modern,and beautiful workspaces. 39
  • 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 127 gallery +TVO Group Photos - Police / Choir / Chefs / Flight Attendants / DoctorsLeo Burnett / TorontoCategory: PrintThis set of posters for Ontario Public TV features group photos, and in the caption of each picture, you can see that there is a widerange of opinions on any given issue. For instance, in the “Police” execution, that caption describing the picture reads as follows:“ON THE ISSUE OF MARIJUANA LEGALIZATIONSeated: Against, Against, Just smoked a joint, Thinks it’s as addictive as meth, Believes it would reduce crime.Standing: Supports, Smokes it every day to cope with chronic pain, Against, Against, Supports medicinal use only, Against”‘Get the full picture on issues that matter. For the most in-depth debate and expert analysis, support Ontario Public Television.Donate at tvo.org. TVO. Makes you think. 40
  • 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 127 gallery +Sony - Playstation Contagious CoverLeo Burnett / MadridCategory: Design & PackagingContagious Magazine wanted to feature Leo Burnett Iberia’s integrated campaign “Mr.Lee’s Tailor Shop” on the magazine’s frontcover. This ingenious campaign centered around the creation of a pop-up boutique in Madrid where a tailor fashioned customizedsuperhero clothing for anyone interested in purchasing a superhero costume. The boutique was a huge success, and effectivelypromoted Sony Playstations’s DC Universe Online game, by generating enormous publicity around the game. To capture how “Mr.Lee’s Tailor Shop” effectively utilized multiple channels and contact points, Contagious worked with Leo Burnett to craft a magazinewith multiple elements of the campaign woven through it. This cover concept for this edition extended across the front cover, backcover, inside cover, and DVD. Contagious selected this design because it strongly demonstrated the customization, personalization,and originality that defined “Mr. Lee’s Tailor Shop.” 41
  • 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 127 gallery +Fleurop Broken VaseLeo Burnett / ZurichCategory: Print‘The power of flowers. Fleurop.’ 42

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