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Pencil Shavings: 1Q11 GPC, Lisboa

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  • 1. pencil havingsa q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 1Q 11A Letter from MarkDear Friends,At the beginning of March, I was delighted to spend a week with the 1Q11 Global Product Committee in Lisbon, Portugal,immersed in the creative output of our global network. Along with 30 of our agency’s brightest minds, I pored over the workcreated by Leo Burnett Worldwide, reveling in the brilliance of our global family, and discussing possible improvements tocampaigns and executions. I encourage all of you to take a look at the following pages, to see the outstanding 8-balls and 7+work we culled together after four days of deliberations. This edition of Pencil Shavings spotlights a few of the creative teamsleading our agency into the future, and profiles our amazing host agency in Lisboa, which has won virtually every creativeaward our industry has to offer in the last few years. I left Portugal hugely inspired by the work we saw, encouraged by thecamaraderie of our company across markets and borders, and with high hopes for our company in 2011 and beyond. Pleasetake some time to look at the best work we’ve done so far this year. The future is bright indeed.The 1Q11 Global Product Committee evaluates a 3D animation piece. 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 11Ideas With DirectionOver the course of our week in Lisbon, we exchanged a lot of critiques as we evaluated the work. I’d like to share with youone particularly memorable story Fernando Bellotti shared with the panel while assessing an ad. Asked to comment on abeautiful but strategically unsound execution, Fernando, the Regional Creative Director of Latin America, relayed to thegroup the story of a Brazilian priest named Adelir Antonio de Carli, who was known in Brazil by hisaffectionate nickname, “Padre Baloeiro,” or “Father Ballooner.” In an effort to raise money to build aspiritual center, the good priest attemped to break the world record for the longest cluster balloonflight in history, by putting on a harness strapped to 1000 helium balloons. He took off from the portcity of Paranagua with great fanfare, and as the balloons sailed out of sight over the ocean, it seemedclear that he was destined to achieve his goal. However, as he drifted off into the unknown, the goodpriest used his mobile phone to place a frantic call to his devotees, in which he requested instructionsto help him operate his GPS device. Sadly, that phone call was the last anyone ever heard from PadreBaloneiro. Fernando delivered this story with deadpan humor, then pointed to the ad in front of thegroup and said, “This ad is like that - lots of color and energy, but it is missing direction.”Fernando’s account of the lost Brazilian priest captures a powerful insight into the nature of our business. It’s not enough tohave an idea, or to have enthusiasm, or to create something that’s beautiful and colorful and eye-catching. Getting people’sattention is only half the equation: everything we do must also be rooted in brilliant thinking, and a core brand purpose thatprovides our clients with clear direction. I’m pleased to say that most of the work we saw this quarter had strong strategicthinking underlying it. This laser-sharp focus we place on the purpose of brands is one of the signatures of HumanKindthinking. Creativity without that emphasis on brilliant thinking is simply decoration, and ultimately leads nowhere.I’m hugely encouraged by the direction our network is heading in. This quarter’s 7+ collection features outstandingwork for big, blue chip clients like Sony, Canon, Kellogg’s, Allstate, Fiat, eBay, Lego, McDonald’s, Heineken, & Jeep. We’vestarted the year off strong, and we’re well positioned to improve on last year’s stellar performance. Please take a fewminutes to review the work on the following pages, and to meet some of our best and brightest creative teams. EveryGPC is littered with inspiring ideas and fresh perspectives. Make sure you sample your share of them.Kind regards,Mark TutsselChief Creative OfficerLeo Burnett Worldwide 2
  • 3. HumanKind doesn’t speak GPC 1Q 11to people, it speaks with them
  • 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 11ContentsThe 1Q11 Committee 5Tura: The Dog With the Most Lions:LB Iberia’s Award-Winning Creative Director 6Russia’s Boy Genius:Grisha Sorokin: Moscow’s Interactive Creative Director 7Talent In The True North:Steve Persico & Anthony Chelvanathan Collect Five 8-Balls 8The 1Q11 8-Ball Gallery 9The 1Q11 7+ Gallery 16Tura’s Award Gallery 32 4
  • 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 111Q11 Committee Mark Tutssel Amy Cheronis Andreas Pauli Anthony Bill Rosen Worldwide Chicago Frankfurt Chelvanathan Chicago Toronto Chaco Puebla Eirik Stensrud Eric Rosa Fernando Country Oslo Lisbon Bellotti Buenos Aires Francisco Fuad Ahmad Gareth Giorgio Grisha Sorokin Cassis Worldwide Simpson Brenna Moscow Madrid London Milan Guillaume Isabel Ontoso Laurence Maria Bernal Chifflot Madrid Klinger Chicago/Lapiz Paris Chicago/Lapiz Miguel Simoes Nuno Ferreira Paolo Patti Paulo Areas Lisbon Chicago Dematteis Temple-Rocks Madrid Milan Chicago Peter Bidenko Renato Lopes Riccardo Rosalie Geier Dubai Lisbon Robiglio Chicago Milan Ryan Wagman Steve Persico Susan Credle Tom Bernardin Tura Chicago Toronto Chicago Chicago Lisbon 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 11Tura: The First Dog To Win A Cannes LionYou know you’ve arrived at an evolved agency when there’s a dog running around like she owns the place. A lean, restless whitemongrel named Tura spends much of her day wandering through the airy halls of Leo Burnett Lisboa, venturing in and out ofproduction rooms and creative meetings, while occasionally begging for scraps and pleading for belly rubs. You’ll hear heroccasionally unleash a sudden barrage of furious barking when she encounters a suspicious stranger or a substandard ad,because Tura doesn’t suffer fools or bad ideas lightly. She is, after all, one of the world’s most awarded ad executives, and shedidn’t get that way by rolling over. In the words of Madonna, “sometimes you have to be a bitch to get things done,” and no oneknows that better than Leo Burnett Iberia’s preeminent Creative Advisor. Although she’s earned a reputation for being ruthlessin a pitch, and has a voracious proclivity for humping copywriters, rarely will you find a better behaved creative director.Tura began her career in 2007 in Leo Burnett Lisboa. In a short span of time, working with a talented team including Chacho Puebla,Erick Rosa, and Renato Lopes, she picked up multiple awards from festivals all over the world for critically acclaimed work on brandslike the Red Cross, Pampero Rum, and Amnesty International. In recognition of her strong creative leadership, Tura was promotedto Creative Advisor of the entire Iberian Peninsula in 2009, and she currently splits her time between Leo Burnett’s offices in Madridand Lisboa.To get a better sense of Tura’s contributions to Leo Burnett, have a look at her website at www.turathedog.com, or follow her onTwitter or Facebook. Although she’s among the hottest and most sought-after young creatives in the industry, with a rich portfolioof award-winning work, she humbly credits all of her success to the dedicated team she works with in Iberia. She can’t growl enoughabout the savvy business leadership of Miguel Simoes, the President of both Leo Burnett and Publicis in Portugal, and the talentof Lisboa’s Executive Creative Director Erick Rosa warrants repeated high pitched yelps. Tura saves her highest praise for ChachoPuebla, the ECD of Leo Burnett Iberia, and she makes it a point of showing her appreciation for his talent by affectionatelymounting his leg every morning as soon as he walks into the office. The lynchpin of this team is Lisboa’s hard-working New Businessand Corporate Communications Director, Marta Guimaraes, who Tura fondly rubs up against whenever she has some time to spare.Tura treasures the company of her colleagues, who are passionate about ideas, replete with talent, and know how to have funwhile producing outstanding work. What more could an ad bitch want? 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 11Grisha SorokinOn the evening of March 2nd, the GPC celebrated the birthdayof its youngest member, Grisha Sorokin of Leo Burnett Moscow,who spent the bulk of his 24th birthday in a conference roomamidst jet lagged executives evaluating and critiquing ads.How, one asks, does a 24-year old become a full-fledgedInteractive Creative Director at one of the top shops in Russia?Grisha, a rising star in Europe, has been a source of muchfascination and awe at the GPC since he first showed up inIstanbul in 2009, looking, as one panelist privately asserted,"like someone’s lost teenage son." The panel was astounded bythe precocious talents of this gifted young man, who has sincereturned to two more GPCs to offer his insightful and pointedsuggestions on how to improve the network’s cyber efforts.As an accomplished programmer and designer, Grisha has beenfar ahead of the curve since his teen years, when he was runninghis own company before being heavily recruited by firms as anart director. He quickly moved into a creative director role, andwas hired by ARC in 2007. Grisha has had a hand in some of thegreat work produced by Leo Burnett Moscow in the years since.Below are a few samples of his work, brilliant ideas that havemade waves in Russia and beyond. Keep an eye out for Grishain the coming years, and for the work emerging from our friendsin Moscow. This is one bright star that’s just getting warmed up. 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 11Anthony Chelvanathan & Steve Persico A cursory glance at the 7+ tally from the first quarter of 2011 reveals that Leo Burnett Toronto made quite an impressive showing, as the team from Canada left Lisboa with five 8-balls to carry home. Over the past few years, multiple campaigns from LB/Toronto have received awards at prestigious shows all over the world, and the quality and consistency of the office’s output is a testament to the strong and focused leadership of Toronto’s Chief Creative Officer Judy John. Judy has been a leading light of Leo Burnett’s network throughout her tenure in Toronto, and is widely regarded around the world as an exemplary team leader who brings out the best in the people around her. This quarter, the GPC welcomed Anthony Chelvanathan and Steve Persico to the panel, two of the talented creatives working in Toronto who’ve poured blood, sweat and tears into some of the brilliant campaigns we’ve seen from Canada in recent years. The panel was delighted to award Anthony and Steve with a cache of 8-balls for their latest efforts, and the network has high hopes for this young team in the future. Below are some of the pieces they’ve left their mark on, their signature being a combination of exquisite art direction and humorous, perfectly articulated copy.Bolt Detergent. It Smells This Irresistable Cheer Dark. For Flattering Blacks. I can elecit an awww at 20 ft. Alachua County Humane Society. A new life awaits. 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 11 ball galleryCanon World of EOSLeo Burnett / SydneyCategory: Integrated CampaignThis brilliant case study encapsulates multiple initiatives designed to position Canon EOS as a creative partner for avid photographers.By providing source materials to shoot, technical tutorials, and opportunities to share and display work, LB/Sydney helps solidify Canon’srelationship with photographers. Canon EOS is not just a brand, but a passport for people seeking out ideas and inspiration. 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 11 ball gallerySony - Playstation Mr. Lee’s Tailor ShopLeo Burnett / MadridCategory: IntegratedTasked with promoting Sony Playstation’s new game DC UniverseOnline, Leo Burnett created a pop-up store in the heart of Madidcalled “Mr.Lee’s Tailor Shop,” a small high-end shop that deliverscustom suits for aspiring superheroes. The video game enablesplayers to create their own superhero avatar to navigate theDC Universe, and Mr. Lee provides those same users with thecustomized clothing their unique characters require. Creating thistailor shop entailed crafting an elaborate back story for Mr. Leeand his famous clientele over the years, producing uniqueparaphernalia for the retail store, and designing a logo and identityfor Mr. Lee’s business. 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 11 ball gallery Sony - Playstation Mr. Lee Art Direction / Mr. Lee Stationary Leo Burnett / Chicago, Arc Chicago Category: Design & Packaging Leo Burnett Madrid’s creation of “Mr. Lee’s Tailor Shop” went far beyond a simple promotional stunt for Sony Playstation’s new game DC Universe Online. The agency went the extra mile to fully develop a unique aesthetic for Mr. Lee, rooted in the tools and traditions of his profession, and constructed a corporate identity that was carried through to all contact points. From stationary to in-store collateral to old-fashioned tools of the trade, Mr. Lee’s shop was equipped with brilliantly art directed pieces that made visiting Mr. Lee’s shop a truly memorable retail experience. 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 11 ball galleryKellogg’s - Crunchy Nut Cereal Fiat - Punto Street EvoThe World’s Biggest Cuckoo Clock Leo Burnett / MadridLeo Burnett / Chicago Category: InteractiveCategory: Ambient This iPhone application enables users to take pictures of anyTo launch Kellogg’s Crunchy Nut Cereal, and introduce the line street sign, which then conveys the specs and features of the Fiat“it’s breakfast somewhere,” a gigantic cuckoo clock was erected Punto. This innovative approach to delivering a product catalog alsoon Hollywood Boulevard in Los Angeles. Every hour, a man contains a gaming element, that enabled users of the app to winemerged in costume to entertain the crowds gathered below, prizes if they participated. This quickly became the biggest outdoorreminding them that “it’s breakfast somewhere,” and celebrating campaign in Fiat’s history, with record levels of participation.with a bowl of Crunchy Nut Cereal.James Ready BeerCap RecallLeo Burnett / TorontoCategory: IntegratedJames Ready Beer has been printing quirky messages on itsbottle caps for years. By accident, the company produced a batchof bottles without any messages on the caps. Faced with a slewof e-mails from drinkers wondering why their bottles were missingthe trademark message from JR, the brand took advantage ofthe accident to launch a cap recall campaign. Drinkers wereencouraged to mail in their blank caps in exchange for a mysterygift. The campaign marked a new kind of exchange betweendrinkers and brand, continuing to evolve the dialogue developedin previous user-generated campaigns for James Ready. Thiscampaign is a perfect example of creative problem solving rootedin a brand strategy, that recognizes opportunities tocommunicate within crisis and accidents. 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 11 ball galleryArt Director’s Club of CanadaLove Versus Hate - The Two Sides of Award ShowsLeo Burnett / TorontoCategory: Integrated / Film / Typographical DesignWorking in advertising occasionally makes people fluctuatebetween feelings of love and hate, relative to the stresses of yourjob and the clients and issues you deal with daily. LB/Torontocrafted a brilliant integrated campaign around this insight forthe Art Director’s Club of Canada, and used exquisite design,brilliant filmmaking, and nuanced copywriting to emphasizethis dichotomy between love and hate. Take the graphic onthe right: read one way, it says “Love,” but flipped on its endit reads “hate” in cursive script. This campaign successfullypromoted the Art Director’s Club of Canada. 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 11 ball galleryRaising The Roof Look Down / Down HereLeo Burnett / TorontoCategory: AmbientThese ambient executions on the streets compel peopleto change their attitudes and actions towards homeless youth. 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 11 ball gallery Lego Deep Ocean Explorer/Beetle Leo Burnett / Moscow Category: Print These print ads encourage kids to use their imaginations by envisioning alternate possibilities for the Legos in front of them. 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 117 gallery +James Ready Beer Fall Billboards James Ready The James Ready WeddingLeo Burnett / Toronto Leo Burnett / TorontoCategory: Integrated Category: IntegratedThe latest installment of outdoor billboards for James Ready James Ready saw an opportunity to help a loyal drinker out byoffers people stylish haircuts and quirky portrait photography sponsoring his wedding to the woman of his dreams. Brandedat discount prices. By providing people affordable services, centerpieces, flower arrangements, and a JR cake completeand employing the brand’s characteristic humor and flair, people what can only be described as a one-of-a-kind weddingcan save money that they can then spend on JR beer. ceremony and reception.Foundation Mimi Rebuild Your Image Kellogg’s - Special K Special K ResolutionLeo Burnett / Paris Leo Burnett / ChicagoCategory: Integrated Category: IntegratedCancer transforms the people it affects, often leaving them A gigantic oversize scale placed in New York’s Times Squareemotionally, physically and spiritually scarred. Foundation Mimi encourages women to do something terrifying: weigh themselvescreated this campaign to help people rebuild their self-image in public. The brave souls who accepted the challenge werefollowing struggles with cancer treatment, and enlisted social greeted not with a number, but with a characteristic they mightnetworking tools as well as traditional mediums to get their gain if they lost weight, encouraging them to stay positive andhealing message across. let Special K help them achieve their goals. 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 117 gallery +Allstate - Auto Insurance Mayhem Allstate - Auto Insurance Douglas FirLeo Burnett / Chicago Leo Burnett / ChicagoCategory: integrated Category: FilmInsurance advertising has long been the realm of safe strategies Just in time for the holidays, Allstate presents Mayhem disguisedand predictable narratives about protection and service. The as “the world’s greatest Douglas Fir.” Who knew a Christmas treeadvent of Allstate’s “Mayhem” campaign marks a fresh approach could wreak so much havok? Get Allstate, and be better protectedto the category, and this integrated case celebrates the first from Mayhem.collection of great TV spots and executions constructed aroundthis huge platform idea.Allstate - Auto Insurance GPS Kellogg’s - Cheez It Behind The ScenesLeo Burnett / Chicago Leo Burnett / ChicagoCategory: Film Category: Film (Webisode)Mayhem is an outdated GPS system that offers a driver This behind-the-scenes webisode from Cheez-It’s long-runningdubious, poorly timed directions from the dashboard of a car. campaign about testing cheese maturity provides these charactersGet Allstate and be better protected from the perils of with depth and nuance. Hearing a wheel of cheese describe theuntrustworthy technology. journey towards self-actualization is quite illuminating. 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 117 gallery +Norwegian Airlines The King ING Direct TennisKitchen / Leo Burnett / Oslo Leo Burnett / MilanCategory: Film Category: FilmThis brilliant media buy positioned the CEO of Norwegian Airlines ING Direct continues with its campaign of live human billboards,on multiple TV channels immediately before the King of Norway’s with actual ING clients advocating for the bank’s services whileannual address to his subjects. At a moment when the entire pinned up against walls. In this TV spot, a crowd at a tennisnation was watching, this self-effacing CEO offered up a short- match listens to an ING client describe ING’s no fee bankingterm promotional offer on cheap flights, and sold them all quickly. in between points.LIDL - Viva NGO 42.195 km - A Documentary Raising the Roof ChairLeo Burnett / Lisbon Leo Burnett / TorontoCategory: Film Category: FilmThis film was created for Lidl’s Viva NGO, documenting the long A chair out on the street is regarded by some as a redeemablejourney women from Guinea-Bissau must undertake daily to piece of furniture. With fresh upholstery and a few small repairs,acquire potable drinking water. By juxtaposing a village leader it’ll be as good as new. This spot for Raising the Roof, a youthfrom Guinea-Bissau with Portugal’s most famous marathon homeless organization in Canada, points out that sometimes werunner, Lidl successfully raises awareness of the scarcity of give objects more opportunities and second chances than people.potable water in west Africa. 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 117 gallery +McDonald’s Symphony Arcor - Bon O Bon Giant Bon O BonLeo Burnett / London Leo Burnett / Buenos AiresCategory: Film Category: FilmThe latest McDonald’s spot from Leo Burnett London is a This short film, shot with exquisite production values, tells the storymasterful film constructed around exquisite sound design. of two neighboring towns in Argentina who’ve long mistrusted eachAn orchesta’s instruments play gorgeous musical phrases, other. When a giant Bon O Bon happens to block a shared road,providing a perfect soundtrack to people enjoying their the communities debate their options. Ultimately, the Bon O Bonmoments inside a McDonald’s restaurant. bridges the differences between the people in these towns.Samsung - Printers Optical IllusionLeo Burnett / Sao PauloCategory: FilmThese three viral films circulated on the web and demonstratedthe stopping power of clean and vivid images created bySamsung printers. The optical illusion draws you in: which ofthese items on the paper is 3-dimensional, and which is ink? 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 117 gallery + Amnesty International Voice For Freedom Leo Burnett / Lisbon Category: Interactive To raise awareness of the hundreds of prisoners of conscience and human rights activists around the world silenced and locked up by oppressive governments, Leo Burnett Lisboa helped Amnesty International create a service where people could substitute their voicemail message with a plea for help from imprisoned activists. Imagine calling a friend who is not available and hearing: “I’m being held captive and have been tortured by the Chinese police since 2008 - that’s why you can’t reach me. My name is Dhondup Wangchen, and the person you called donated this space so my voice can be heard. To do the same, go to Amnisitainternational.pt and give a voice to victims who have been silenced by force.”eBay Tim eBay JaneLeo Burnett / Sydney Leo Burnett / SydneyCategory: Radio Category: RadioAnncr(VO): Tim lives in a carpark. Level 3, aisle F, space 31. He’s Anncr(VO): Jane steps out of the shower and dries herself off.been living there for 3 months. His battery died on the second day The soggy cashmere sweater she’s wearing gives her the look andfrom playing his radio late into the night, and now the only music smell of a wet schnauzer. What was once new, soft, and stunninghe hears is the gentle screeching of tires, all day, everyday. Tim has is now a curious shade of yesteryear’s goat’s milk. The overpriceda family, but he hasn’t seen them since that day he couldn’t find sweater hasn’t left Jane’s body since the day she bought it, at thata spot. He drove aroud the carpark again and again and again. huge department store full of people...and frustration. “Just havingEventually the mall closed, but he just kept driving around and a look” she told the salesman. “Just having a look” she told thearound and around until the tank ran dry and he coasted on fumes girl at the counter. “Just having a look” she screamed. But no oneinto space 31. Why did he come to the mall in the first place, you could hear. She cracked under the pressure and couldn’t bringask? Tim doesn’t know - he’s just afraid to give up his spot. herself to shop around. The price was high, but the true cost wasShopping can drive you crazy. Remove the risk with hassle-free her mind. Shopping can drive you crazy. Remove the risk withshopping on eBay. Clever you! hassle-free shopping on eBay. Clever you! 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 117 gallery +LIDL First Class For All Ministry of Internal Affairs Road SafetyLeo Burnett / Lisbon Leo Burnett / MoscowCategory: Ambient Category: InteractiveTo promote Lidl’s discount prices and claim that “quality is This phone application details every accident that’s ever happenedaffordable,” the supermarket enlisted a renowned Portuguese on the streets of Moscow. Point your phone at a crossroads andchef to craft first class dinners for every passenger on an airline, see the details of the car crashes that have happened there. Usingproviding “first class meals for all” using only ingredients purchased GPS technology and augmented reality, the app stresses roadfrom Lidl. The stunt generated press coverage for Lidl, and the safety to Moscow drivers by revealing the death toll of every street.campaign also included in-store signage that showed people howto cook Chef Olivier’s dishes at home. Freeport Outlet - Exhibitions Superstitious Leo Burnett / LisbonSealy Corporation In Bed Category: AmbientLeo Burnett / ChicagoCategory: Interactive A brilliant outdoor ambient piece asks people passing by if they are superstitious, and strategically places a ladder for them toThis phone application lets users tag any photo they take with either walk beneath or around. This billboard promotes a retailthe words “in bed,” turning any image into a double-entendre, exhibition on the subject of witchcraft in Freeport Outlets, andand perfectly expressing Sealy’s line: “whatever you do in bed, drives traffic to the store to see the exhibit.Sealy support it.” 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 117 gallery +Olan-Kemed - Optal Big Eye Roller McDonald’s Dip Dip NuggetsLeo Burnett / Bangkok Leo Burnett / China / ShanghaiCategory: Ambient Category: AmbientA cleverly designed fountain turns a round eyeball over and over Oversized bowls of dipping sauce sit at the base of the elevatorwith water pressure. This eye-catching ambient piece effectively banks in one of Shanghai’s most popular shopping malls. As eachdramatizes how Optal eye lotion helps keep eyes moisturized. elevator descends, nuggets lower into the sauce.Media Books - Leya ReadLeo Burnett / MadridCategory: PrintA brilliant press ad encourages people to read books by demonstrating that anyonesurfing the internet already reads constantly. The text of the ad is comprised of URLs,password requests, internet headlines and tweets, the kind of insusbtantial languageanyone with a browser window constantly encounters. The last line: “You already reada lot. Read something more interesting.” 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 117 gallery +Procter & Gamble - Always Kellogg’s - Special KMaze SassLeo Burnett / Chicago Leo Burnett / ChicagoCategory: Print Category: Print‘Always Ultra Thin. Designed with leakguard protection.’ ‘Sass. What will you gain when you lose? Special K.’ 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 117 gallery + Fiat - Ambulance Gate Leo Burnett / Sao Paulo Category: Print ‘You never know how big a problem you will find. Fiat Ambulance Line.’ Fiat - Ambulance Iceberg Leo Burnett / Sao Paulo Category: Print ‘You never know how big a problem you will find. Fiat Ambulance Line.’ 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 117 gallery + Fiat - Cinquecento Apple Leo Burnett / Madrid Category: Print This brilliant print campaign from Madrid dramatizes how customization can transform even the simplest items into something else. ‘Add something. Change everything. Fiat 500. Customize yours at Fiat.es.’ Fiat - Cinquecento Bed Leo Burnett / Madrid Category: Print This brilliant print campaign from Madrid dramatizes how customization can transform even the simplest items into something else. ‘Add something. Change everything. Fiat 500. Customize yours at Fiat.es.’ 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 117 gallery +Fiat - Cinquecento Horse Fiat - Cinquecento ChairLeo Burnett / Madrid Leo Burnett / MadridCategory: Print Category: PrintThis brilliant print campaign from Madrid dramatizes how customization can transform even the simplest items into something else.‘Add something. Change everything. Fiat 500. Customize yours at Fiat.es.’Fiat - Cinquecento Heart Fiat - Linha Original Adventure CobwebLeo Burnett / Madrid Leo Burnett / Sao PauloCategory: Print Category: PrintSee copy above. Posters at Fiat dealerships in Sao Paulo demonstrate how the Fiat Linha helps people to escape the city. A small Fiat Linha is caught in a cobweb on the wall, which closely resembles a road map. 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 117 gallery +Sony - Playstation Mr. LeeLeo Burnett / MadridCategory: PrintIn-store posters in Mr. Lee’s tailor shop show Mr. Lee’srelationship with famous superheroes in years past. Workingwith such esteemed clients like Bruce Wayne gives Mr. Leeimmense credibility, and helps promote Sony Playstation’snew game DC Universe Online, where gamers can designtheir own characters. 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 117 gallery +Diageo - Bundaberg RumHeritage / History / Sugar DaddiesLeo Burnett / SydneyCategory: PrintThese print executions for Diageo’s Bundaberg Rumleverage the popularity of the brand’s TV campaignand its hilarious band of Aussie elders from a distant era. 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 117 gallery +McDonald’s New Generation Design Store Agency - Internal Work HumanKindLeo Burnett / Tokyo Leo Burnett / ChicagoCategory: Design & Packaging Category: Design & PackagingBeacon Tokyo redesigned McDonald’s stores and crafted Tom Bernardin & Mark Tutssel authored HumanKind last year,an evolved, new generation look for the brand in Japan. From a book about Leo Burnett Worldwide’s guiding philosophy onin-store signage to color schemes and the design of the crew’s communication. The design team from LB/Chicago crafted aunforms, Beacon Tokyo re-branded McDonald’s in the brilliant look for the book, with incredible attention to detail paidmarketplace with this extraordinary retail campaign. to every aspect of the publication. Featuring case studies and work from across the global network, the book is a triumph of design and art direction. Heineken - Tiger Beer Five Heroes Leo Burnett / China / Guangzhou Category: Design & Packaging To promote Tiger Beer in China, and the launch of a new Heineken-sponsored show combining traditional Chinese Opera with modern music, Leo Burnett Guangzhou designed a limited run of bottles featuring five iconic tiger generals from a famous Beijing Opera. The bottles are stunning. 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 117 gallery +IILM School Of Design Spirograph ScaleLeo Burnett / New DelhiCategory: Design & PackagingTo promote a local design school in India, LB/New Delhi createdthis business card that serves as a functional toolkit for designers,including a ruler, a spirograph, and a few other elements.MUS Visual IdentityLeo Burnett / ParisCategory: Design & PackagingCrafting a corporate identity for this high end fashion brandentailed building a look and aesthetic around the concept of thefour fates. This beautiful design work is carried through on everypiece MUS produces, from clothing labels and in-store signageto catalogues. 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 11 ball gallerySony - Playstation Mr. Lee Direct MailLeo Burnett / MadridCategory: Direct / PromoMr. Lee’s tailor shop sent this brilliantly crafted direct mail pieceto potential customers, including a garment bag and hanger withbusiness cards and wonderfully detailed elements.Chrysler - Jeep Stone - Twig - WaterLeo Burnett / Sao PauloCategory: Direct / PromoTo promote Jeep’s off-road capabilities, customers were sentstones, twigs, and water from the far reaches of Patagonia andwere asked to return them to their natural environments by testdriving a Jeep. 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 11 Obrigada 32