Pencil Shavings: 4Q11 GPC, Sao Paulo


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A roundup of Leo Burnett's 4Q11 Global Product Committee meeting in Sao Paulo, including links to 7+ work, creative profiles and more

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Pencil Shavings: 4Q11 GPC, Sao Paulo

  1. 1. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 11pencil shavingsA Letter from MarkDear Friends,X marks the spot. The Octávio Frias de Oliveira Bridge, the only cable-stayed bridge in the world, spans thePinheiros River, and provided a spectacular backdrop to the 4th Quarter GPC meeting in Sao Paulo. Justoutside our meeting room, the bridge served as a daily reminder of the spirit of innovation that chacterizesSao Paulo, a 457-year old city filled with modern skyscrapers for as far as the eye can see. The years andcenturies don’t make the city what it is, it’s the people who live there that define it. Paulistas have nurturedtheir city from its humble origins, and have transformed it into the biggest metropolis in Latin America, a citylaced with highways and helipads, and with the most important stock exchange in South America pushingthe Brasilian economy forward at a rapid clip. The growth that is happening here is astonishing. A case inpoint is the way our Sao Paulo office recently relaunched itself as Leo Burnett Tailor Made, positioning itselfas a revamped agency with new leaders, a unique business model, and with a vision for the future steepedin the spirit of entrepreneurship and innovation. Few things are as inspiring as fresh faces and new ideas, andour week in Sao Paulo was filled with both. 1
  2. 2. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 11The Best of BrasilBrasil is home to some of the most creative communications companies working in our industry today. Tosucceed in this challenging environment requires not only great creative talent that can hold its own againstthe best in the country, but business leadership that sets Leo Burnett apart from a raft of competing agencies. I’mdelighted with the direction Leo Burnett Tailor Made has taken under the dynamic leadership of new CEOPaulo Giovanni, a charismatic entrepreneur with a clear vision for growing businesses according to the uniqueneeds of each client. There’s been an infusion of new talent and energy into our Brasilian operation, and it wasnoticeable from the moment we first set foot in our Sao Paulo office. After plying the GPC group with freshlymade caipirinhas, Paulo made an eye-opening presentation documenting how Leo Burnett Tailor Made wasshaking up the entire Brasilian marketing industry by developingcustomized, bespoke business plans for each of the agency’sclients. Since formulating this approach, the agency has beenwinning new business pitches at an incredible pace, with iconicbrands like Gillette, Disney, IVECO, and Nova Schin Beer choosingLeo Burnett Tailor Made as their agency of record. To reallyappreciate the reasons why our Sao Paulo office is one of thefastest growing agencies in Brasil, have a look at the agencyprofile later in this edition of Pencil Shavings.Paulo concluded his presentation to the GPC with a stunning growth forecast, and then announced that he hada little surprise for the group to welcome us to Brasil. He threw open the conference room doors and we turnedto see a contingent from the Vai Vai Samba School in full carnaval costume standing in the agency foyer, with acorps of 10 drummers and six dancers ready to start a full-on carnaval party on the agency’s top floor. Rhythmsfilled the air, dancers wove through the room, and within minutes the entire panel was gleefully dancing withjoyous abandon. On behalf of the group, I want to thank Paulo Giovanni, Marcelo Reis, Marcello Magalhães,Pablo de Arteaga, Fernando Sales, Ruy Lindenberg, Hilton Fuks, and Flavia Meirelles for being perfect hostsand for giving each of us an experience of Brasil that we will remember fondly for the rest of our lives. Obrigado! 2
  3. 3. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 112011: The Year In ReviewAs 2011 comes to a close, it’s time to reflect on the past year, and all its accolades, highlights, low points,and memories. I choose to remember 2011 through its most vivid moments, most of which were celebrations,because there’s something really powerful and deeply rewarding about seeing people get the recognitionthey deserve. When Leo Burnett wins awards, it’s not only validation for the quality of the work we do, it’salso a testament to the people who poured blood sweat and tears into an idea to give it life. I celebrate thosetriumphs for what they represent: teamwork, vision, brilliant thinking, and a lot of long, lonely hours spentcrafting and re-crafting an idea until it is worthy of bearing the Leo Burnett name. I am lucky to have so muchto celebrate this year, and for that I thank you.The Cannes Lions Festival was a highlight this year, with the Leo Burnett network winning 45 Cannes Lionsand securing a record breaking 58 shortlisted pieces. 19 offices worldwide contributed to this performance,and it made me so proud to see Leo Burnett Melbourne receive a Cannes Grand Prix for their brilliant “Seethe Person” campaign for Scope. There were a record 30,000 entries to the festival this year, and it’s a hugetestament to the quality of our product that out of so many submissions, Leo Burnett was ultimately awardeda Grand Prix, 10 Gold Lions, 16 Silver Lions, and 18 Bronze Lions across a range of channels. That is aperformance to be proud of.In 2011, we won 11 major Grand Prix awards, at festivals and shows across the planet, and I was so proudto see our offices receive Agency of the Year nods in Canada, Australia, Russia, China, Thailand, Poland,Switzerland, Lebanon, Spain, and Portugal. When the 2011 Gunn Report rankings come out, I believe wewill once again have the greatest number of worldwide offices contributing to our creative reputation. We area network unlike any other, with an enviable sense of community that connects us to our friends across theworld. This is the nature of Leo Burnett Worldwide. We share a common heritage and DNA, and we celebratethe successes of our peers as we would honor the accomplishments of our own family.I look forward to 2012 with confidence. All over the world, Leo Burnett is poised for greatness, with the foundationsand talent in place to produce communication that moves and inspires people, that enhances and enricheslives, and that is recognized all over the world for demonstrating how creativity has the power to changehuman behaviour. I commend all of you for all your hard work this year, and for your dedication, talent,and passion. I wish you all a happy holiday season, and I look forward to seeing what the new year brings.Kind regards,Mark TutsselChief Creative OfficerLeo Burnett Worldwide 3 2
  4. 4. HumanKind GPC 4Q 11doesn’t interrupt people,it involves them.
  5. 5. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 11ContentsThe 4Q11 Global Product Committee 6Tailor Made:Crafting Bespoke Business Plans for Brazil 7Postcards from Potoroz:New Europe Thrives at the Golden Drum 8Advertising & Design Club of Canada:Leo Burnett Toronto Wins Agency of the Year 9Profile: Laurence KlingerHispanicAd’s 2011 Creative Director of the Year 10The 4Q11 8-Balls 11The 4Q11 7+ Gallery 16 “To be really creative, I believe you have to learn to listen to that voice. To trust it - and to act on what it tells you. And when you hear yourself saying out loud ‘I just wrote a great piece of copy,’ and that wee, small voice says: ‘it could be a lot better...’ Well, what you do about it at that point marks the difference between an enlightened professional and a so-so writer.” 5
  6. 6. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 11The 4Q11 Global Product Committee From left to right: Fernando Bellotti (LB/Buenos Aires), Fuad Ahmad (LB/Bangkok), Erick Rosa (LB/Lisboa) Jose Daniel (LB/San Juan), Wanda Reichard (LB/San Juan), Mauricio Sarmiento (LB/Bogota) Adam Tucker (LB/London), Peter McHugh (LB/Detroit), Fernando Hernandez (LB/Bogota) Beppe Urso (LB/Chicago), Elle Bullen (LB/Melbourne), Marcelo Reis (LB/Sao Paulo) Mark Tutssel (LB/Worldwide), Kieran Ots (LB/Sydney), Ruy Lindenberg (LB/Sao Paulo) ‘Golf’ Sanpathit Tavijaroen (LB/Bangkok), Nuno Ferreira (LB/Chicago), Jennifer Skidgel (LB/Chicago) Susan Credle (LB/Chicago). Not Pictured: Bechara Mouzannar (LB/Beirut), Paulo Giovanni (LB/Sao Paulo) Rosalie Geier (LB/Chicago), Uli Barth (LB/Mexico City) 6
  7. 7. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 11Tailor Made:Crafting Bespoke Business Plans for Brazil“If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and 5 minutes thinkingabout solutions.” - Albert EinsteinIn the spring of 2011, Leo Burnett in Brazil announced that for the first time in its 38-year history in thecountry, the company would accept Brazilian partners as partial-owners of Leo Burnett’s Sao Paulo agency.After almost four decades of success as a shop wholly owned by Leo Burnett Worldwide, this significantchange was prompted by an opportunity to partner with Paulo Giovanni, a legend of Brazilian advertising.Paulo began his career as a radio and TV host, before founding Giovanni Communications, which later becameGiovanni+DraftFCB. After selling his agency, Paulo founded Mix Brand Experience and Pop TradeMarketing, two below the line agencies that quickly became enormously successful endeavors specializingin activation, events, and point of sale marketing. In 2010, Paulo began developing an agency called “TailorMade,” around a conceptual business model that would develop customized, bespoke, tailor-made marketingto suit every client’s unique needs. Leo Burnett Sao Paulo was enthralled with this concept, and after arelatively short negotiation process, the two agencies merged into a single entity.The announcement of the creation of Leo Burnett Tailor Made sent ripples through the Brasilian marketingindustry. Paulo Giovanni’s long track record of entrepreneurial success combined with Leo Burnett’s largeclient list and world class creative reputation make for a formidable business juggernaut. The stated businessgoals of Leo Burnett Tailor Made are to become one of top 5 agencies in Brasil within 3 years, and theleadership team has set a goal for annual 20% growth.Since the announcement of this joint venture, the agency hasbeen winning new business at an incredible pace. The strength ofPaulo Giovanni’s “Tailor Made” business model is a primary sell-ing point, as potential clients are lining up to hear how the agencycan customize a unique communications campaign that works withspecialists in all channels to reach each brand’s desired audience.Business is booming, the growth forecasts are stunning, and there’sa vibrancy in Leo Burnett’s Sao Paulo offices that can be directlytraced to the influx of talent that arrived with the Tailor Made model.While Paulo Giovanni will serve as CEO of the new agency, RuyLindenberg and Marcelo Reis are its VP Creative Directors. Theother partners are Planning VP Marcello Magalhães, Media VPFernando Sales, and Operations & Account Services VP Pablo deArteaga. This talented team has opened up a new chapter for LeoBurnett in Brasil, with infinite possibilities on the horizon. 7
  8. 8. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 11 ˘Postcards from Portoroz:New Europe Thrives at the Golden DrumIn early October, the Golden Drum Festival in Slovenia crowned Leo Burnett as “Network of the Year,” andthe most successful agency network in New Europe. At the most prestigious creative show in the region,Leo Burnett offices from Warsaw, Kiev, Moscow, Bratislava, Istanbul, and Beirut were all recognized andawarded for the outstanding work they’ve produced over the past year. In total, the network won 2 GrandPrix, 5 Gold, and 9 Silver awards, which is testimony to the prolific creative talent residing in Leo Burnett inNew Europe.Leo Burnett Warsaw was ranked as thesecond most awarded agency at the GoldenDrum, and won a remarkable two GrandPrix awards, in Press and Direct. The lovely“Colours” print campaign for P&G Dreft washailed as the best press work in the festival,and the brilliant, future-facing interactivecampaign “Secrets Behind Paintings” forthe National Museum of Krakow picked upGolds in Integrated, Innovative, and Direct,along with the Direct Grand Prix and thefestival’s “Golden Watch Award” for best ofshow. Pawel Heinze, the ECD of Leo BurnettWarsaw deserves recognition for his office’sstrong showing this year. Congratulations toall the Leo Burnett offices in New Europe fortheir outstanding performance in 2011. 8
  9. 9. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 11Advertising & Design Club of Canada:Leo Burnett Toronto Wins Agency of the YearOn November 4th, Leo Burnett Toronto was named Agency of the Year at the 62nd Annual Advertising & DesignClub of Canada awards. This prestigious honor is a testament to the brilliant leadership of LB/Toronto’s longtimeChief Creative Officer, Judy John, who earlier this year also assumed the role of the agency’s CEO. Judy hasbeen highly regarded as one of the top talents in Canadian marketing for many years, and over the course of hertenure at the helm of Leo Burnett Toronto, she’s put together a formidable team of talented people. It’s one thingto produce great work yourself, but coaxing brilliance out of the people around you requires a different skill set.Judy has stocked her creative department with world class talents like Anthony Chelvanathan and Steve Persico(the savants responsible for the James Ready Beer campaign), and the recent addition of noted designer LisaGreenberg has helped bolster an already impressive creative department. Former LB/Toronto ECD Israel Diaz,now the Chief Creative Officer of Y&R/Canada, had this to say about his many spent years working with Judy:“I consider myself very fortunate to have had the opportunityto work alongside Judy. She is one of the smartest, mostpassionate, ultra-competitive but grounded human beingsyou’ll ever meet. Few will ever know how incredibly long andhard she has worked at building a world-class Creativedepartment and Agency, so it’s great to see her on a roll andreaping so much success. She has truly earned it.”To any delegate who has been to a GPC meeting this year,it’s no surprise that Leo Burnett Toronto was recognized bythe ADCC as the best agency in Canada. Over the course of2011, LB/Toronto has picked up a whopping 51 7+s from theGPC, including an astonishing seven 8-balls since January.This level of sustained success speaks to a larger truth aboutthe agency: everyone in the company shares a deep, abidinglove for what they do. HumanKind communication is not justan abstract idea, but a common focus for everyone who has ahand in the work. We applaud LB/Toronto for their outstandingperformance in 2011, and in particular, we tip our hat to JudyJohn for bringing out the best of everyone around her. 9
  10. 10. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 11Profile: Laurence KlingerHispanicAd’s 2011 Creative Director of the Year In mid-October, Laurence Klinger was named Creative Director of the Year by the Association of Hispanic Advertising Agencies. As the founder and long-time Chief Creative Officer of Lápiz, Leo Burnett’s Hispanic Division headquartered in Chicago, Laurence has had a long and storied career as one of Latin America’s most awarded creative professionals. He began his journey in advertising as a copywriter at the legendary agency Duailibi, Petit, Zaragoza. Later, he headed the creative departments of LSG/BBDO and Almap, and was one of the founders of the Creative Club of São Paulo, now in its 31st year. In 1988, he joined Leo Burnett, where he led the agency’s nascent Hispanic Division for four years before departing to form the highly successful international arm of W/Brasil. In 1999, Laurence returned to Chicago to start Lápiz, which has since become the number-one multicultural creative agency in the USA, with more than 200 major awards at the most important advertising festivals around the globe. In the last year alone Lápiz was honored with two Gold Lions, two Radio Mercury awards for the same spot (a first in the history of the event) “One doesn’t discover new lands without and 27 other awards in the USA, Argentina, Spain, England and Ireland. consenting to lose sight of the shore for a Laurence’s leadership has played a critical role in Lápiz’s growth and very long time.” – Andre Gide success since its inception.The Leo Burnett network would like to congratulate Laurence for his recent induction into’sHall of Fame. To be voted by your peers as the best in the business is testimony to both the quality of yourwork and the strength of your character. This Sao Paulo-born writer is sometimes self-deprecating, but sliphim a few martinis and you’ll soon see why he is beloved from Brasil to Barcelona. A published fiction author,Laurence moves through the world with a signature charm and wit that infuses both his work in advertisingand all his dealings with people. The GPC salutes Laurence Klinger for his many years of service in helping togrow Lápiz from a small operation with a single client into the premiere Hispanic agency that it is today. Laurence Klinger’s fiction available on Still Life With Fish & Other Stories, & The Dignity of the Wounded. 10
  11. 11. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 11 ball gallery Micasa Names / Marlene Leo Burnett / Zurich Category: Integrated / Film Micasa is a Swiss furniture store whose products all have the names of people. To encourage people to visit the store, Leo Burnett/Zurich created a sales promotion where anyone who happens to have the same name as a Micasa item can purchase that product for half price. A hilarious TV campaign helped raise awareness of this unique promotion, which resulted in a sizable sales spike and a much greater awareness of Micasa throughout Switzerland. “Micasa. Now, 50% off any article with the same name as you.” 11
  12. 12. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 11 ball gallery7-Eleven - SlurpeeBring Your Own Cup DayLeo Burnett / MelbourneCategory: Promo & ActivationAs competiing cold drinks began to chip away at Slurpee’s market share,7-Eleven needed to orchestrate a big act to remind people that there’sonly one Slurpee. Slurpees have always been about the personalizationof flavor and color, so why not allow people to customize their experienceeven further, by giving them an opportunity to bring their own cup forone day of the year? On Bring-Your-Own-Cup Day, people showed upwith boots, briefcases, tea kettles, water coolers, and much, much more,and they all left with their receptacles brimming over with delicious coldSlurpee drinks. The spike in sales and the quirky appeal of the promotionresulted in the largest single day Slurpee sales in 7-Eleven’s history,anywhere in the world. 12
  13. 13. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 11 ball galleryProcter & Gamble - Bonux DetergentCampaignLeo Burnett / BrusselsCategory: FilmThis brilliantly simple campaign eschews the use of pretty models, catchy songs, beach vistas and expensive voiceover artists infavor of a straightforward no-nonsense approach that relies entirely on a claim emphasizing the product’s effectivenes, with nobells and whistles to get in the way of the message. Why spend money on expensive advertising if the product can sell itself?“If the detergent really works, that’s the only proof you really need.”“Bonux. It’s clean, fresh, and affordable.” 13
  14. 14. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 11 ball galleryKellogg’s - Rice Krispies Squares Bars No Rights No Women No Rights No WomenFree Boat Leo Burnett / BeirutLeo Burnett / London Category: IntegratedCategory: Film Women in Lebanon have a legal status that is deeply inferiorA cheesy music track accompanies footage of a woman savoring to men. To dramatize and address this inequality, LB/BeirutRice Krispies Squares Bars on the deck of a boat. A voiceover created a movement called “No Rights No Women,” and usedoffers an incredible deal: buying two Rice Krispies Squares Bars social media and online platforms to raise awareness of genderwill win you a free boat! The spot comes to an abrupt end when injustices in Lebanese law. Highly publicized acts on Internationala second announcer declares: Women’s Day vividly brought the campaign to life, and ultimately“It’s all lies! They’re not even square.” helped to pressure lawmakers to revoke Lebanon’s unjust laws.“Kellogg’s Rice Krispies Bars. Seriously Chocolatey.” This campaign successfully started an international conversation on the legal status of women in Lebanon.Troy LibraryAdventures In Reverse PsychologyLeo Burnett / DetroitCategory: IntegratedThe City of Troy, Michigan was facing a budget shortfall, andwas considering closing the Troy Public Library because ofa lack of funds. Even though the necessary revenues couldbe raised through a miniscule tax increase, powerful anti-taxgroups in the area were organized against it. A vote was scheduledamongst the city’s residents, to shut the library or to acceptthe tax increase, and LB/Detroit decided to support the libraryby creating a reverse psychology campaign. Yard signs beganappearing that read: “Vote to Close Troy Library on August 2nd- Book Burning Party on August 5th.” No one wants to be a partof a town that burns books, and the outraged citizens of Troypushed back against the “idiotic book burners” and ultimatelysupported the tax increase, thus ensuring the library’s survival. 14
  15. 15. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 11 ball galleryAustralian Bureau of Statistics - Census James Ready Beer Spelling Bee LotterySpotlight Leo Burnett / TorontoLeo Burnett / Sydney Category: IntegratedCategory: Interactive James Ready Beer prints quirky messages on the insides of itsHow do you get a country excited about a census? How do you bottle caps. This summer, the brand began printing letters, numbers,increase participation in the droll process of gathering data? and punctuation on the bottle caps, as part of a bi-weeklyThis brilliant interactive piece from Leo Burnett/Sydney is called spelling bee competition for the brand’s most loyal drinkers.“Spotlight,” and manages to gather information from people Every Tuesday and Thursday, on JR’s Facebook page, a newwhile delivering a personalized experience that puts the country’s word and a new prize is unveiled, and if you can spell the wordinformation into a context that is both entertaining and relevant. using bottle caps, you win a prize! This integrated campaign cost“Spotlight” asks the user a series of questions, and then guides nothing to run, but drove sales, increased the brand’s Facebookthem through a customized animated journey based on their fans, and provided drinkers with an engaging way to interact withanswers, while using statistics to entertain and inform. the brand.ScopeAbility Symbol QR CodeLeo Burnett / MelbourneCategory: Promo & ActivationScope is an organization that supports disabled people, and hascrafted multiple campaigns emphasizing that communities needto see beyond people’s apparent disabilities to appreciate theirtalents and humanity. To dramatize this idea, Scope decided totransform the meaning of the universally recognized disabilitysymbol, by placing interactive stickers on top of the symbolwherever it appeared. When scanned by smart phones, theseQR stickers led to videos of disabled people doing extraordinarythings. This activation campaign perfectly expresses Scope’smotto: “See the person, not the disability.” 15
  16. 16. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 11 ball gallerySwiss Life Life Turns In A SentenceLeo Burnett / ZurichCategory: PrintThis print campaign uses copy to dramatize how quickly life can change, which is why you should consider purchasing a flexiblefinancial plan from Swiss Life. The circumstances of your life can shift in a moment, just as a single sentence can start out sayingone thing and then end up saying the exact opposite. Change happens fast, which is why you need Swiss Life’s services.This brilliant print campaign from LB/Zurich picked up the Grand Prix at the Epica Awards two weeks ago.“For all life’s twists and turns. Flexible financial plans. Swiss Life.’ 16
  17. 17. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery +Egypt Foods - ConoLion / Horror / Girls / Cartoon /Music / Dog / FlowerLeo Burnett / CairoCategory: FilmEgypt Foods asked Leo Burnett/Cairo to produce a TV campaignpromoting Cono snacks, with the caveat that each spot had toend with the phrase “Cono is Different.” The agency deliveredseven hilarious and unique commercials, and in the process laidthe groundwork for one of Egypt’s most absurd and successfulmarketing campaigns. 17
  18. 18. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery +Micasa Antonio Orlando Julian / CarlottaLeo Burnett / ZurichCategory: FilmTo encourage people to purchase furniture from Micasa, Leo Burnett/Zurich created a sales promotion where anyone who has thesame name as a Micasa item can purchase that product for half price. In the first spot, a man named “Antonio Orlando Julian OskarSamuel Salamanca” proudly holds up his passport, delighted to find a slew of items bearing one of his many names. In the secondspot, a smooth-talking attractive man befriends a frumpy girl in a cat sweater named “Carlotta”, because he’s in need of a dresser.“Micasa. Now, 50% off any article with the same name as you.”IKEAMoving Day - Wild PostingsLeo Burnett / TorontoCategory: OutdoorJuly 1st in Quebec is known as “MovingDay,” because every year on that weekend,225,000 people relocate into new homes orapartments. In a city of 1.8 million, so manypeople moving on the same day makeseverything more complicated. To move IKEAinto the hearts and minds of Quebecers, IKEAgave away boxes. The boxes were printedwith headlines, and ran as billboard mediapieces that encouraged people to take themand use them.“Take a box. Have a great move. IKEA.” 18
  19. 19. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery + Smith Restaurant & Bar Smith - Interior / Smith. Food For the Everyman Leo Burnett / Toronto Category: Design / Packaging Leo Burnett/Toronto developed the look and visual identity of Smith Restaurant & Bar, through carefully crafted interior design work that embodies the restaurant’s motto: ‘Smith. Food for the Everyman.’ The agency also developed the restaurant’s menu, printed on a disposable paper table cloth that portrays the restaurant’s dishes using understated black and white images. 19
  20. 20. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery +Procter & Gamble - Bonux Science Box / White SheetLeo Burnett / BrusselsCategory: FilmBonux explains that it won’t hire scientists to use big words to try and explain how the detergent functions. Nor will it build a spotaround a white sheet flapping on a laundry line in the breeze, unless the advertiser really insists on having one in a commercial.Do people really need to see cliché detergent commercials, if the product does its job?“If the detergent really works, that’s the only proof you really need. Bonux. It’s clean, fresh, and affordable.”Procter & Gamble - AceGrubby BraLeo Burnett / Sao PauloCategory: IntegratedSoap operas are hugely popular in Brazil.Ace decided to use this insight as the basisfor an integrated campaign promoting thedetergent’s claim that it leaves all yourclothes sparkling white. The campaignbegan with a soap-styled commercial inwhich a mother finds a “grubby bra” inher son’s room, and immediately pullsit out, runs to a neighborhood cafe, andpublicly confronts him about it. Whosegrubby bra is this? Multiple women denyownership of it, prompting a nationwidedebate over the identity of the mysterywoman who doesn’t use Ace.Which actress is it? 20
  21. 21. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery + Hallmark Give & GetChrysler - Jeep Never Adapt Leo Burnett / ChicagoLeo Burnett / Milan Category: FilmCategory: Film A split screen details the journey of a greeting card from theA gorgeous film from Leo Burnett/Milan urges us to examine person writing it to the person receiving it. This elegant andthe constraints we willingly place on ourselves. A compelling beautifully constructed spot showcases how personal the actvoiceover observes that great discoveries are often born from is of giving and receiving cards. The juxtaposition of viewpointsmoments of liberation and abandon, yet those experiences are gracefully reminds viewers of all the emotional possibilitiesfleeting for most. But some brands are steeped in that freedom. encompassed in this age-old exchange.”We don’t accept conventions, and that’s why we feel alive.” “Life is a special occasion. Hallmark.”“Never Adapt. Jeep.”Richiemont Italia Spa - Mont-Blanc - ChronoThe Beauty In A SecondLeo Burnett / MilanCategory: Film“The Beauty In A Second” is an artful campaign designed toshowcase Mont Blanc’s latest timepiece, while dramatizingwhat time actually means to people. By creating the world’s first“one-second film festival,” the brand challenges people to reallyexplore how much beauty can be captured in a single moment. 21
  22. 22. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery +Atitude Brasil - Public ServiceLet’s Do It BrasilLeo Burnett / Sao PauloCategory: Integrated“Let’s Do It” is an international civic movement focused oncleaning up waste and beautifying the planet. Leo BurnettSao Paulo wanted to highlight the problem and build supportfor a cleanup action in Brazil, and chose to dramatize theproblem of excess garbage by placing huge garbage bagsin ambient locations. Print and poster ads helped emphasizethe point that “the world has become too small for so muchgarbage,” and celebrities and politicans were enlisted tolend their voice to the movement. This campaign has spreadacross Brazil and has resulted in tens of thousands ofvolunteers helping to collect hundreds of tons of waste. 22
  23. 23. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery +Elections OntarioWe Make Voting EasyLeo Burnett / TorontoCategory: IntegratedLeo Burnett/Toronto was hired by Elections Ontario to make the task of voting easier for Canada’s diverse, multiethnic population. Theagency designed multiple tools and collateral pieces across a range of channels to help people understand how to vote and where todo it. Online and offline components helped people understand what they were voting about, answered frequently asked questions,and provided in-depth information about issues. This comprehensive corporate identity for Elections Ontario succeeded in simplifyingthe voting process, and made the subject matter much more accessible and easy to understand for Ontario’s population. 23
  24. 24. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery +Diageo - Bodega Navarro Correas James Ready BeerArt With Wine Immortalizing JR’s Awesomest DrinkersLeo Burnett / Bogota Leo Burnett / TorontoCategory: Ambient Category: Design / PackagingThis interactive art installation encourages people to paint-by- James Ready Beer wanted to celebrate the unique relationshipnumbers, using their cell phones and 256 shades of wine to the brand has with its most loyal customers, so it asked people tocraft a beautiful image out of 1000 cells affixed to an outdoor submit pictures and 100-word rationales for why they ought to bebillboard. By sending text messages to a robotic device that considered as “JR’s Awesomest Drinkers.” The best submissionsfills individual cells with wine, the painting slowly takes shape. appeared on thousands of commemorative James Ready beer“Bodega Navarro Correas. Art for inside and outside.” bottle labels that paid tribute to JR’s most dedicated fans. “James Ready Beer. Immortalization never tasted so good.”Alpina S.A. - Bon Yurt NeonLeo Burnett / BogotaCategory: Film (Viral)A nondescript white room is transformed into agigantic luminescent graphic equalizer in this viralcommercial for Bon Yurt neon yoghurt. A group ofartists in lab coats rig up a complicated series oftubes, and connect them to blenders that are busyliquefying vast quantities of glow sticks. The lightsdim, a DJ turns up the volume of a dance track,and soon neon liquids are splattering onto everyavailable surface in the room.“Bon Yurt Neon. In neon, the world is different.” 24
  25. 25. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery + Diageo - Bundaberg Five One Arm Leo Burnett / Sydney Category: Print ‘Filtered once for every finger you got.’ ‘Bundaberg Five. Clear Rum. Clear Character.’ Diageo - Bundaberg Five Dolphins Leo Burnett / Sydney Category: Print ‘Raw like the sashimi of rum.’ ‘Bundaberg Five. Clear Rum. Clear Character.’ 25
  26. 26. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery +Allstate InsuranceMayhem Wine BottleLeo Burnett / ChicagoCategory: Design / PackagingThis impeccably crafted wine bottle was createdfor Allstate’s CMO to distribute to businesspartners as a gift that expresses the popularappeal of Allstate’s mayhem campaign.‘The wine you’re about to enjoy should not exist.Halfway through the growing season, wildfiresripped through our vineyard. At the winery, ourgrape crusher slipped and broke his collarbonebefore the ferment was stolen and later recoveredin Mexico. On its way to the bottling plant, thedelivery truck swerved to miss a pothole, droveoff a small cliff, rolled four times and exploded.Yet, the barrels remained unscathed.The question is not what to drink it with, butwhether to open it at all. Mayhem Red.’ Arts Centre Melbourne Spiegel Box Leo Burnett / Melbourne Category: Direct Mail To solicit corporate sponsors for the world-famous Spiegeltent, a showcase of bizarre and exotic curiosities from around the world, LB/Melbourne crafted the “Spiegel Box,” a direct mail piece sure to pique the curiousity of the CEOs who received it. Within the box: two- headed goat jerky, premium authentic petrified Arabian toenail clippings, an edible toupee, voodoo doll pins, lady beard soap, and much, much more. The box succeded in its objective, with the show securing the sponsors it needed in record time. Because who doesn’t love a free bottle of “Unholy Water”? 26
  27. 27. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery +Scope Thermo CDLeo Burnett / MelbourneCategory: Direct MailTasked with getting national radio exposure for the band Rudely Interrupted, Leo Burnett/Melbourne crafted a direct mail pieceprinted with heat-sensitive ink, and sent copies of the band’s debut album to radio DJs across Australia. At first glance, the disk isjet black, with the outer sleeve containing the cryptic line: ‘By the end of this track, you’ll see things differently.’After listening to the disk, the heat from the CD players releases a message printed on the disk:‘You just heard the band Rudely Interrupted. 5 of the 6 members live with disability. Please share their amazing talent with the nation.’This direct mail piece generated airplay on over 50 radio stations across the country.‘Scope. See the person, not the disability.’McDonald’s - Community FootballHelping Young Footballers Shine - Sticker BookLeo Burnett / LondonCategory: Promo & ActivationAs part of McDonald’s ongoing community football initiative inthe UK, Leo Burnett/London produced a campaign celebrating“the true heroes of English football.” Instead of focusing onsuperstar athletes, the campaign spotlighted “tea ladies, kitwashers, linesmen, volunteers, coaches, and kids,” whosepassion and dedication to the game help make communityfootball a vibrant part of life in the UK. The hugely popularintegrated campaign used multiple channels to celebrate theunsung heroes of community football, and the brand createda sticker album featuring beautiful collectable cards of youngfootballers, the sport’s “real grassroots heroes.” 27
  28. 28. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery +Christian Care Services - Ray of HopeJack / Queen / KingLeo Burnett / SingaporeCategory: PrintIn early 2010, Singapore opened its first casino.These exquisite print executions for Christian CareServices feauture brilliant art direction, and werecreated to help people fight the growing problem ofaddictive gambling.‘Get to us before they get to you.Let Ray of Hope help you fight problem gambling.1-800-STOP-NOW.’ 28
  29. 29. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery +Fiat Last WordsLeo Burnett / Sao PauloCategory: Print‘If you want your last words to be the same as James Brown’s, simply text “I’m going away tonight” while you drive.’‘If you want your last words to be the same as Salvador Dali’s, simply text “where’s my clock?” while you drive.’‘If you want your last words to be the same as Winston Churchill’s, simply text “I’m so bored with it all” while you drive.’‘If you want your last words to be the same as Martin Luther King’s, simply text “make sure to play ‘My Precious Lord, take myhand.’ Play it real pretty for me” while you drive.’‘If you want your last words to be the same as Julius Caesar’s, simply text “Even you Brutus?” while you drive.’‘If you want your last words to be the same as Mother Teresa’s, simply text “Jesus, I love you” while you drive.’‘DNT TXT AND DRV. FIAT.’ 29
  30. 30. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery + Comestibles Arcor - Bumba King Kong / Robot Leo Burnett / Bogota Category: Print ‘Bumba Metro.’ 30
  31. 31. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 117 gallery +Symantec - Norton Pixel TypeLeo Burnett / ChicagoCategory: DesignTo bring added depth to the Norton “Stuff” campaign,Leo Burnett/Chicago created an original typeface.The pixel-based design communicates the digitalnature of our data - our “Stuff” - and is made upof millions of bytes and pixels, all of which areworthy of premium protection.Created by designer Siggi Eggertson, the fontmixes traditional square pixels with rounded pixelsand incorporates eye-catching color.The pixel-based typeface also plays a digitalrole. Specifically, the individual pixels that makeup the words in headlines house user-generatedcontent. When users roll over the headlines withtheir mouse, videos, pictures and other types ofcontent that pertain to the subject matter pop up.When combined with Norton’s trademark yellow,this font acts as a powerful differentiator from thecompetition and helps prove that Norton protectsthe Stuff that matters. 31