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Pencil Shavings: 4Q12 GPC, Bogota


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A roundup of Leo Burnett’s 4Q12 Global Product Committee meeting in Bogota, including links to 7+ work, creative profiles and more.

Pencil Shavings: 4Q12 GPC, Bogota

  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 12A Letter from MarkDear Friends,The last days of 2012 are upon us. As I look back on the year, I feel wonder and gratitude for the journey we’vebeen on together. I want to thank each and every one of you for all your hard work, and for the talent you bringto bear on the job we do in our offices all across the planet. I have the privilege of guiding the creative output ofone of the world’s greatest agencies, a diverse and far flung network full of vibrant and gifted people. Leo Burnettis a family like no other, with a unique culture, and I feel this sense of camaraderie acutely each time the GlobalProduct Committee convenes. Last month we gathered in Bogotá, Colombia, and spent four days taking stock ofwhere we are as a company and what lies ahead. As 2012 draws to a close, and pessimists mull over propheciesabout the end of the world, I instead look ahead and see infinite possibilities awaiting us, which leaves me incrediblyexcited about what lies around the next corner. In our business, we are used to doomsday scenarios, to harshand unforgiving deadlines looming heavily over our lives, and to seemingly indestructible certainties collapsingall around us. The only constant we can be sure of is change. Every day, we recreate the world anew, to meetthe unexpected challenges that greet us in a landscape that is shifting before our eyes. We are eternal studentsof human behavior, and we use the insights we gather to build, to adapt, and to create relationships with peoplethat endure and evolve. Even as momentous transitions happen all around us, our company’s focus and role inthe world remains steady, because we know that in our business there are ultimately only two things that matter:people, and their behaviour. As long as we retain this focus, we will remain a creative force to be reckoned with. 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 12Sharing A Roof With Lady GagaI want to thank my good friends at Leo Burnett Bogotá for their hospitalityduring our week in Colombia. The 4Q12 GPC was a memorable experiencethat went far beyond our long days spent in a crowded hotel conferenceroom, discussing brand strategies and the merits of each campaign andexecution. Our week was filled with unexpected highlights, one of whichwas discovering upon our arrival that Lady Gaga and her entourage hadbooked up a large block of rooms in our hotel, as she was performingin Bogotá on the first night of the GPC. Our hotel became ground zerofor a truly surreal spectacle. Dozens of intimidating security personnelequipped with earpieces and sunglasses suddenly materialized in thehotel corridors, and outside the building, a throng of dedicated fans assembled in the hopes of catching a glimpseof one of the world’s most iconic pop idols, who might deign to make an appearance in a meat dress or a featherylatex corset. We were far too busy working to pay much attention to the glitzy absurdity of the scene outside, butit still made an impression. One incident stands out: our first afternoon session was briefly interrupted by a loudcommotion just outside the room, at which point Felipe Ruiz from LB/Bogotá slipped out of the meeting to checkon the disturbance. He found himself in the midst of a rabid crowd of fans and paparazzi as Lady Gaga exited thehotel with practiced flair. The scene was chaotic, but Felipe, in an inspired bit of street theater, assumed an air ofauthority and issued a stern admonishment with a finger raised to his lips: “HUSH PLEASE, the GPC is in session.”She smiled at Felipe and the crowd quieted, then she ducked into a waiting car, and we got on with our business.It’s a rare day when you can rebuke a rock star for interrupting your meeting.This incident perfectly illustrates the kind of hospitality we received from our friends at LB/Bogotá. Our hostswere protective of us, attentive to our needs, generous with their time, and maintained a good sense of humor ateverything that unfolded over the course of the week. I want to thank Olga Lucia Villegas, Christine Sauda, FelipeRuiz, Pablo Jamarillo, Juan Franco, and Fernando Bellotti, as well as everyone else at Leo Burnett Bogotá whomade our stay in Colombia so enjoyable. We have much to learn from our brightest stars in Latin America, wherecreativity is the currency of life. We have brilliant teams in place throughout the region, which is home to some ofthe best minds in our industry, and we have the right plans and structures in place to make a great leap forward.Together we can create brilliant, infectious communication that rewards people for their time and attention. Weare no longer in the business of making advertising that talks at people: we are in the business of creating contentthat enriches people’s lives. Our content must brilliant and interesting enough that it can hold its own amidst thedominant currents of pop culture. Like Felipe, in the face of Lady Gaga, our work must be able to stand up andclaim its rightful place in the larger cultural landscape. Our creativity takes a backseat to no one. Olga Lucia Villegas Fernando Bellotti President Regional CCO LB / Latin America LB / Latin America 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 12A White Pencil for PeaceWhile in Colombia, the GPC saw a range of work produced for pro bono clientsfrom across the world. One of the most impressive campaigns was a collection ofimmaculate design pieces created by Leo Burnett Chicago to promote Peace Day.This integrated campaign was entitled “Recipeace”, and encouraged people whowere experiencing conflict to break bread together and share a meal on PeaceDay, September 21st. The campaign gave people the tools and opportunities toset aside their differences and come together over food. While the GPC lovedthis work, the campaign got a much stronger endorsement last week. A few daysago D&AD named LB/Chicago’s “Recipeace” campaign the winner of D&AD’s firstever White Pencil Award. The White Pencil Award is the first new award created by D&AD in 50 years, and wasinitiated with the intention of harnessing the creative power of our industry to develop and honor communicationideas that have genuine social impact. This is an award given specifically to work that actually makes the worlda better place, and it is judged and bestowed by one the planet’s most discriminating juries. To win the inauguralWhite Pencil Award is a remarkable achievement, and the team in Chicago deserves our deepest congratulations.This is HumanKind work at its finest, as it enriches the lives of the people who engage with it, and ultimatelychanges behaviour. This is the kind of work that should make us all deeply proud to be a part of Leo Burnett.Leo himself always had a passion for work of this nature. In December of 1968, after a tumultuous year in America,he delivered a speech at the annual LB breakfast speaking directly to the young idealists he had recently hired: “Now, if ever, is the time for every man to come to the aid of humanity. And now, more than ever before, with the world in frenetic confusion - now, if ever, is the time for us to cling like wildcats to the only realities we can swear we have hold of - our own sacred and individual integrities - our own refusals to compromise with what we, as sensitive and thinking human beings, feel to be the truth, the unreceived truth, the truth we know in our guts to be true. If you young people stay true to your creed and continue to recognize Integrity as the unshakable rock on which you can stand, I believe you can write, produce and administer better advertising - that you can come to work in the morning with a great sense of promise - that you can go home at night with a deeper sense of accomplishment. Finally, I believe that, even during this period of cataclysmic upheaval, when demonstrations of every kind, in our public halls, on our campuses, in our streets, seem to be so much in fashion, you can feel that at least one other variety of demonstration - the demonstration of Integrity in your daily job - will make fully as much sense as any, in getting on top of your environment and in facing your changing world constructively. I believe it can strengthen your sense of self - your sense of purpose.”Our agency’s sense of purpose can be distilled from Leo’s words. We exist to serve our clients, and to deliver ideasand creative solutions that grow brands and businesses, but our collective purpose is also focused on servingpeople. People are at the heart of everything we do. Winning the inaugural D&AD White Pencil Award affirms oneof our company’s deepest convictions: creativity is a tool that can help humanity build a better world. 3
  4. 4. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 12While accolades like the White Pencil Award for inspiring pro bono campaigns bring us a certain amount of pride,it’s important that we continue to do our best work for our biggest clients. Our heritage is also that of an agencythat’s built huge global brands over the course of decades, and it was encouraging to see some of the strongwork in Bogotá produced for big, blue chip multinational clients like Samsung, McDonald’s, Ikea, and Diageo.This quarter’s 7+ collection also contains impressive campaigns for large national clients like Allstate, Petronas,Swiss Tourism, and Car One. While the 4Q12 7+ list is not extensive, there are still brilliant and inspiring pieceswell worth learning from, and I hope you take the time to review the 4Q12 7+ collection that defines our globalcreative standard and offers us multiple lessons in how to craft engaging communication in service of brands. Thework that didn’t score a 7 also contained seeds that can be developed further, and rich, fertile ideas that will bearfruit soon. I have absolute confidence that 2013 will be a great year for Leo Burnett Worldwide, as we have manysolid strategic platforms to build on as well as talented people in place ready to pour blood sweat and tears intothe task of bringing fresh ideas to life.The news about our D&AD White Pencil Award comes on the heels of a steady stream of big wins from across theworld. We picked up a pair of Grand Prix awards at El Ojo in Latin America, a Grand Prix at the Epica Awards inEurope, and a total of 5 Grand Prix awards at the AdMan and Bangkok Art Directors shows in Thailand. Thanksto this influx of good news, we are leaving 2012 on a high note, with wind in our sails and a clear line of sight toour 2013 goals. It’s been a good year, and the horizon looks bright. December is always inspiring for me, becauseI look back and take a lot of inspiration from what we’ve accomplished, which helps me look ahead with newvisions and dreams. It calls to mind a famous quote by Colombia’s Nobel-prize winning author, Gabriel GarciaMarquez: “it is not true that people stop pursuing dreams because they grow old; they grow old because they stoppursuing dreams.”So dream big, my friends. Stay young and hungry. Wake each day with an ambition to do great things. If you fallalong the way, get up again, and together we’ll pick ourselves up, dust ourselves off, and work our way up towardswhere we’re meant to be.Thank you again for all that you do, which makes me so proud to be a part of Leo Burnett. I hope you have theopportunity to cherish your families and loved ones in the coming weeks. I wish you all a Merry Christmas andhappy holiday season, and I look forward to beginning this journey together anew in 2013.Kind regards,Mark TutsselChief Creative OfficerLeo Burnett Worldwide 4
  5. 5. HumanKind work respects people’s time. GPC 4Q 12It rewards people for the time they spendwith our communication. 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 12ContentsThe 4Q12 Global Product Committee 72012 Leo Burnett Agency of the Year 82012’s Top 5: The Best of the Year 9Young Lions Profile: Fabian Pulido & Juliana Ardila 10Eric Cruz: Re-Inventing Asia 11The Black Couch Series:Anthony Chelvanathan & Steve Persico Discuss the Finer Points of Cheap Beer 12The 4Q12 8-Balls 13The 4Q12 7+ Gallery 23 “To say that we face a changing world today is a tedious understatement. The world has changed every minute since it first took off around the sun. What is so shockingly new about this changing world is that where it once changed imperceptibly, it now convulses and heaves and shatters and reconstitutes itself before our very eyes.” 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 12The 4Q12 Global Product Committee Mark Mauricio Carmelo Bechara Tutssel Sarmiento Maselli Mouzannar Worldwide Bogotá Buenos Aires Beirut Fabian Xavier Jennifer Virgilio Pulido Beauregard Skidgel Flores Bogotá Paris Chicago Caracas Eric Fuad Justin Juliana Cruz Ahmad Tindall Ardila Kuala Lumpur Bangkok London Bogotá Luis Olga Steve Fernando Sanchez Lucia Persico Bellotti Zinny Villegas Toronto Buenos Aires Buenos Aires Bogotá Anthony Rosalie Susan Fernando Chelvanathan Geier Credle Hernandez Toronto Chicago Chicago Bogotá Juan Ciro Garcia-Escudero Sarmiento Madrid Lapíz 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 12Leo Burnett’s 2012 Agency of the Year:A Hat-Trick for TorontoLast week in Chicago, Leo Burnett Worldwide named its Agency ofthe Year, to give special recognition to the office who over the courseof 2012 crafted superlative creative product and delivered outstandingbusiness results. Each year, we honor the agency that sets the bar forour entire global network, and this year, we are delighted to offer ourcongratulations to Leo Burnett Toronto for an incredible performance in2012. For the third time in its history, LB/Toronto has won our Agencyof the Year competition. More impressively, our Canadian friends havesurpassed all the other offices in our network to collect this prize for thesecond year in a row.LB/Toronto is firing on all cylinders, winning new business at a rapid clip, and earning accolades all over the planetfor indisputably brilliant work. Their accomplishments over the last 12 months are astonishing: · Ranked #1 in Strategy’s 2012 Creative Report Card, scoring 75% higher than its closest competitor · Won 67% of all its new business pitches in 2012 · Won more pencils than any other Canadian agency at The One Show, winning in every single category: Advertising, Design, Interactive, & Branded Entertainment. · Met or exceeded ALL of the agency’s financial commitments · Won coveted hardware at the international effectiveness awards, winning gold in all three top global shows: the Effies, Jay Chiat, and the David Ogilvy Awards.Congratulations to our friends in Canada for their long stretch of sustained success. You are a continualsource of inspiration and admiration to Leo Burnetters all over the world. Keep up the great work! 8
  9. 9. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 12Top 5 Creative Offices Top 5 Most Awarded1. Toronto 1. Detroit - Troy Library “Book Burning Party”2. Detroit 2. Toronto - Raising the Roof3. Sydney 3. Milan - Montblanc “The Beauty of a Second”4. Milan 4. Melbourne - 7-Eleven Slurpee “BYOCD”5. Melbourne 5. Beirut - No Rights. No Woman. 5. Zurich - Swiss Life “Life Turns in a Second”Top 7 Award Shows in the World Cannes D&AD One Show Clio Andy’s Art Directors Club of New York London International 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 12Young Lions: Fabian Pulido & Juliana ArdilaLeo Burnett Bogotá is a hotbed of creative talent, full of young,hungry teams eager to carve out careers worthy of their aspirations.One team that joined the panel of the 4Q12 GPC earned theirplace at the table on the merits of the high praise they wonat the 2012 Cannes Lions International Festival of Creativity,where they were awarded Gold Lions in the hotly contestedYoung Lions Design competition. Fabian Pulido and JulianaArdila are gifted Colombian designers with bright futuresahead of them, and the GPC was grateful for their insights andcomments over the course of our week in Bogotá.Juliana and Fabian won the only Gold Lion awarded in the Young Lions competition at Cannes in 2012, for thework they did below. Congratulations to Fabian & Juliana from the GPC and the entire Leo Burnett network!We have high hopes for your careers and look forward to seeing future projects you are involved in. OPPORTUNITY KNOCKS Iphone APP Mug One of our objectives was that people recognized in our logo the brand values of the Cannes Lions, in this order, we let ourselves be inspired by the most representative element of the festival, the Lion. We found that with this new platform, the graduates would not only be able to upload their work but also to knock the doors of one of the biggest creative community. Having this in mind, we decided to use an universal icon to cre- ate a strong symbol with a high level of recognition and impact. Our logo is mainly an Ideogram that goes along with a wordmark. Being Cannes an international event that receives visitors from all over the world, is important that their logos are not tied to an specific language, this is why the logo was designed to evolve into a symbol only, increasing globalized markets. Moreover, the logo can be colorized with the requirements of the client, as well as being easy to adapt to many formats and surfaces and materials. Installation concept for the 2013 Festival 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 12Eric Cruz: Re-Inventing Asia Eric Cruz is on a mission. LB/Kuala Lumpur’s gifted new ECD has spent a good part of the past year refining and delivering a deep, thought-provoking presentation to industry audiences across the Asia Pacific region. Eric has crafted a compelling narrative that chronicles Asia Pacific’s emergence over the last decade as a dominant creative, economic, and technological force, and he uses his own personal and professional journey to illustrate how the region is rapidly reinventing itself. A veteran of innovative agencies like Razorfish and Wieden + Kennedy / Tokyo, Eric has been at the forefront of a profound shift in the way agencies operate and function, which he documents as part of a clear call to action that demands new approaches to how we do business. The old ways of working cannot continue. Eric notes that in 2017, the millennial generation will arrive as members of the globalworkforce, and he posits that “these digital natives will bring about the next evolution of our world.” We haveno choice but to evolve if we wish to keep up with the imminent changes soon to be ushered into existenceby a generation that has never known a world without the internet. The choice is simple: Re-Invent, or Die.Eric’s path to Leo Burnett was long and circuitous, and he offers it up to his audiences as an example ofhow constant redefinition leads to growth. He began his career as a graphic designer, and later studiedillustration and design in between stints at hot shops in the USA, where he learned digital communicationstrategies and cultivated a strong skill set in film and motion graphics. After a revelatory backpacking tripthrough China in 2001, Eric relocated to Japan, where he spent several hugely productive years at Wieden+ Kennedy / Tokyo. In one of the most dynamic and futuristic cities of the world, Eric’s career flourished,and his convictions about Asia’s leading role guiding the 21st century solidified.Identities are fluid constructs. Processes mutate. Reverse colonization. Relationships must be redesigned.These are some of the potent ideas in Eric’s presentation, which ultimately concludes with an overview ofLeo Burnett‘s HumanKind ethos. Eric advocates delivering meaningful, relevant experiences to people thatthey can appreciate and engage with. Brands must cultivate a dialogue with people, and do things, insteadof just saying things. The images below are just a few of the slides from Eric’s “Create & Destroy: ReInvention”presentation, previously presented at AdFest 2012 in Thailand, at the 2012 Spikes Awards in Singapore, andin Manila at the Mind Museum. Click on them to read more about his presentation. Eric asks his audiencesome stark questions that everyone should consider: are you ready for the future? Are you ready for Asia? 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 12The Black Couch Series:Anthony Chelvanathan & Steve PersicoDiscuss Cheap Beer & Raising the RoofThe 4Q12 GPC was delighted to host Anthony Chelvanathan and Steve Persico of LB/Toronto for the quarterlyBlack Couch Series, a master class format in which notable GPC delegates dissect and break down thecreative process behind some of the successful campaigns they’ve worked on. Interviewed by Mark Tutssel,the teams are given an opportunity to showcase some of the work they’ve produced, while discussing thejourney their ideas have taken from conception to fruition. Anthony and Steve reviewed some of their workfor James Ready, a small Canadian beer company, as well as the award-winning work they’ve produced forRaising the Roof, an organization supporting the homeless in Canada. As one of Leo Burnett Worldwide’smost awarded creative teams over the last five years, Anthony and Steve reflected on how they go aboutwriting both quirky and comedic work for a low-budget brand like James Ready Beer, while also craftingemotionally led material that delivers strong results for organizations like Raising the Roof. Their ability towrite a diverse amount of powerful material that reaches a wide spectrum of people is one of their signaturestrengths. Have a look at some of Anthony and Steve’s award-winning work below. 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 12 ball galleryPeace One Day RecipeaceLeo Burnett / ChicagoInaugural D&AD White Pencil Award WinnerCategory: IntegratedPeace One Day is a massive participation platform that promotes the International Day of Peace, which was originally conceived of in1982 as a day of global cease-fire. In 2002, the General Assembly of the United Nations declared Peace Day to be: “devoted to commemorating and strengthening the ideals of peace both within and among all nations and peoples… Since its inception, Peace Day has marked our personal and planetary progress toward peace. It has grown to include millions of people in all parts of the world, and each year events are organized to commemorate and celebrate this day. Events range in scale from private gatherings to public concerts and forums where hundreds of thousands of people participate. Anyone, anywhere can celebrate Peace Day. It can be as simple as lighting a candle at noon, or just sitting in silent meditation. Or it can involve getting your co-workers, organization, community or government engaged in a large event. The impact of millions of people in all parts of the world, coming together for one day of peace, is immense. International Day of Peace is also a Day of Cease-fire – personal or political. Take this opportunity to make peace in your own relationships as well as to impact the larger conflicts of our time. Imagine what a whole Day of Cease-fire would mean to humankind.”To encourage people in conflict to set aside their grievances and come together on International Peace Day, Leo Burnett Chicago createdan integrated campaign called “Recipeace.” “Recipeace” was both a beautifully crafted website and a series of sponsored acts, allof which asked people to come together on the International Day of Peace and break bread with those they oppose. To encouragepeople to share a meal together, the beautiful website helps showcase the historical role of food in peacemaking,and offers people recipes, participating restaurants, and a twitter feed that encourages everyone to weigh in on who they think oughtto bury the hatchet over a meal. 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 12 ball galleryPeace One Day RecipeaceLeo Burnett / ChicagoCategory: Integrated / DesignThe universal symbol for peace is an olive branch. Leo Burnett Chicago used this insight as the basis for designing multiple elements of theRecipeace campaign, ranging from a beautiful logo type featuring an olive branch above a table, to functional dining items crafted for actualPeace Day meals. The agency encouraged people in conflict to come together and share a meal on specially laid out tables in participatingrestaurants. These tables were equipped with elegantly designed broadsheet place mats, and sitting between the two conflicted parties ateither end of the table was a meticulously crafted bottle of olive oil, almost like a stake in the ground between warring factions. Diners usedthe olive oil bottle to break bread together, and begin a meal as a first gesture towards seeking resolutions to whatever conflicts kept themapart. 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 12 ball galleryPeace One Day RecipeaceLeo Burnett / ChicagoCategory: Print / Design‘Come together over food, this Peace Day, September 21st. Pledge for peace at’These elegant outdoor posters bring to life the message behind the integrated campaign for International Peace Day. 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 12 ball galleryMcDonald’s - London 2012 Olympics We All Make the Games / We All Make the Games - Wave 2Leo Burnett / LondonCategory: Integrated / FilmAs the official restaurant of the London Olympics, McDonald’s chose a radical approach to marketing its brand. Rather than focusingon the athletes, McDonald’s showcased the real people of London, turning spectators, volunteers, and fans of all ages into the stars ofa campaign that was shot, edited, and released during the course of the games. With a huge media buy across multiple channels, thismassive platform idea was a hugely ambitious success story that set a new bar for Olympic sponsorship advertising. Thie recipient of arecord-breaking 4 8-balls from the GPC over the last two quarters, this brilliantcampaign sets a new standard for McDonald’s marketing.‘We All Make the Games. Official sponsor of the 2012 London Olympic Games.’ 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 12 ball gallery Vitoria Futball Club My Blood Is Red & Black Leo Burnett / Sao Paulo Category: Promo & Activation People in Brasil bleed futball. It’s a way of life, and local passions for the game run deep. Leo Burnett Tailor Made used this insight as the basis for an act designed to raise awareness of a shortage of blood in the state of Bahia. To encourage donations, the Vitoria Futball team of Bahia, one of the country’s oldest and most revered clubs, removed the iconic red from their striped uniforms over the course of their season, and only replaced it stripe by stripe as blood donations rose to targeted levels. This act of changing the uniforms of one of Brasil’s most popular teams generated tons of free publicity for the blood drive. Essential blood supplies soon became available to people in need. This category- defying idea won the Titanium Grand Prix at the El Ojo de IberoAmerica Festival, and also won a Gold Effie in Latin America. ‘Vitoria Futball Club. My Blood Is Red & Black.‘ 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 12 ball galleryRed Cross Colombia - Blood BankAlex / Sam / JackLeo Burnett / BogotáCategory: Print‘One life saves another one. Donate Blood.Cruz Roja Colombiana.’This is a beautiful example of exquisite art direction,a fanatical attention to detail, and potent typographyall coming together to create a visually arresting printcampaign that grabs people by the eyeballs.Well done! 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 12 ball galleryPeace One Day - Peace Day Missile For PeaceLeo Burnett / LondonCategory: Promo & ActivationTo support the International Day of Peace, Leo Burnett London created a 20 foot Missile For Peace, and asked the world to fill it withthe hate they wanted to obliterate from the planet. Using twitter and the internet, they armed the missile with a ‘hard drive of hate,’ allthe things that people believe are obstacles to a peaceful world. The eye-catching missile was loaded onto a flatbed truck, and touredthe streets, generating widespread public interest and media stories about the project. On Peace Day, September 21st, the launch ofthe missile was webcast, and the hard drive of hate was symbolically destroyed before a worldwide audience online. This symbolicaction marks the beginning of an annual campaign promoting Peace One Day, which will continue in 2013 with provocative acts and acharity concert designed to raise awareness and support for this cause. This campaign was a finalist for the D&AD White Pencil Award. 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 12 ball gallery Switzerland Tourism Time Leo Burnett / Zurich Category: Film In this beautifully shot and edited TV commercial promoting Switzerland as a winter holiday destination, the two local Swiss farmers who have become the iconic faces of Swiss Tourism painstakingly travel throughout the country removing clocks and watches from across the land, all to ensure that your holiday is unburdened by the anxieties of time. Leave your worries behind and enjoy the timeless beauty of the Alps. ‘We do everything for a relaxing winter holiday. Switzerland. Get Natural.’Car One - Used Cars Damn License PlatesLeo Burnett / Buenos AiresCategory: FilmThis hilarious film from Leo Burnett Buenos Aires uses the insightthat sometimes people inadvertently have words and phrases ontheir license plates that don’t quite fit their personalities. A series ofvignettes shows people with funny but ill-fitting words attached totheir fenders, and then points out that Car One can help you over-come any anxiety you may feel about your license plate. If you showCar One a “license plate that ashames you,” you could win $10,000for a new car. This promotional idea is beautifully crafted and fun towatch.‘Car One. Number one used car dealer.’ 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 12 ball galleryRaise the Roof The Street HouseLeo Burnett / TorontoCategory: Promo & ActivationTo raise awareness of the plight of homeless people in Canada,Leo Burnett Toronto worked with the Raise the Roof organizationto create an experiential ambient piece that helped educate thepublic about the realities and challenges of people living on thestreet. As part of Toronto’s “Doors Open Festival,” when beautifulspaces that are normally off-limits are opened to the public, LB/Toronto constructed an amazing “Street House” in a high-trafficalley, showing people the stigmas, stereotypes, and harsh realitiesfacing homeless people in Canada. This house forced all thosewho encountered it to question their assumptions and examinetheir prejudices, as the house makes people confront a reality thatis normally hidden from view. The “Street House” sculpture earnedlots of publicity for Raise the Roof, and the thousands of visitorswho walked through it helped the organization reach its objectives.This kind of provocative experiential work helped change people’sattitudes and behaviour towards the homeless in Canada. 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 12 ball galleryArts Centre - SpiegelBox Of CuriositiesLeo Burnett / MelbourneCategory: Design / Direct MailLeo Burnett Melbourne was looking forcorporate sponsors for the world famousSpiegel Tent, a collection of curiositiesand odd performances that defy anyrational explanation. To enlist funding, theagency devised this ingenious direct mailpiece designed to pique the curiosity ofcorporate CEOs. Within the box: an edibletoupee, petrified Arabian toenail clippings,lady beard soap, and much more. The boxsucceeded in its objective, with the showsecuring its sponsors in record time. 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 127 gallery +IKEA Moving Day 2012Leo Burnett / TorontoCategory: Promo & ActivationIn Montreal, a 19th century local government ordinancemandates that leases end on July 1st. This results in asizable portion of the city’s population moving to newhomes and apartments on the same day. To facilitatethis collective move, Ikea looked for ways to assistpeople in their relocation process. A specially-brandedIkea truck moved around the city dispensing free card-board moving boxes to the public. Traceable by GPS,the truck was a roving ad for IKEA, and the boxesprovided also served multiple functions, with couponsto Ikea printed onto each box’s flaps. This campaigngenerated strong public interest, immense goodwillamongst the target audience, and strong retail sales inthe days after Montreal’s annual “Moving Day.”IKANO RETAIL ASIA - IKEA 2013 Ikea Catalog CountdownLeo Burnett / SingaporeCategory: IntegratedTo build anticipation for the release of the 2013 Ikea catalog, LB/Singapore created an online “Catalog countdown.” A booth was createdin several Ikea stores with furniture laid out to resemble numbers, when seen from above. These display booths changed daily, and thenumbers counted down to the catalog’s release. The booths became the set of an online TV channel that streamed compelling contentto the web: concerts, cooking demonstrations, performances, and more spotlighted “Ikea moments” in people’s lives. As the countdownprogressed, the campaign increased Ikea’s Facebook fans by 20,000, and reached millions through other channels. 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 127 gallery +Novescor GMBH - Melicena Ice Cream UnpluggedLeo Burnett / FrankfurtCategory: DesignLB/Frankfurt was tasked with carving out a unique corporate identity for Melicena ice cream, and responded by delivering a unique visuallook for the brand that is articulated in everything from its stationary to its packaging design to its mobile product vendors. This brandhas a look and feel to it that clearly stands out from its competitors. 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 127 gallery +Diageo - Bundaberg Red CatfishLeo Burnett / SydneyCategory: FilmThis impeccably shot film transforms a brilliant radio script into an unforgettable TV commercial for Bundaberg Red Rum. A catfishis seen wallowing in a dark, moldy riverbed, as a voice over takes note of “what must be one of Mother Nature’s worst typos,” thestrange fact that catfish have 18 times more taste buds than humans. Sadly, these noble creatures wallow in the filth of dirty streamsall day, whereas humans can sip undeservedly “on double distilled, red gum tree-filtered Bundy Red Rum.”‘Bundaberg Red. It’s as smooth as life is rough.’Diageo - Bundaberg Rum SnakeskinLeo Burnett / SydneyCategory: FilmThe ‘founding fathers of Bundaberg’ have become iconicbrand mascots over the last few years, due to LB/Sydney’sjudicious use of them as recurring characters in the brand’smarketing. In this short but hilarious spot, a founding fathernotes the well-known fact that Bundy rum was originallycreated to address a molasses surplus. But what does onedo with a surplus of snakeskin? Make a truly unique fashionstatement, of course, in a pure snakeskin suit! The perfectcomedic timing of this makes this “top shelf thinking!” 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 127 gallery +James Ready Beer 50% Awesomer CoastersLeo Burnett / TorontoCategory: PrintLB/Toronto continues to deliver outstanding tactical pieces for James Ready Beer, without sizable budgets to work with. These brilliantlycrafted bar coasters help make James Ready stand out amongst its competitors in a bar environment, as each James Ready coasteris “50% awesomer” than those of other brands. Each coaster has a detachable, perforated side to it that contains such useful itemsas “reserved” signs, “Beer IOUs”, bar conversation starters, finger hockey games, apologetic note cards for spouses, and much, muchmore. The quality craftsmanship and the hilarious writing found on these point of sale pieces make them worthy additions to the outstandingbody of work in LB/Toronto’s James Ready portfolio. Without a lot of money to work with, the agency continues to find opportunities toconnect with drinkers in a way that enriches and entertains. 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 127 gallery + Bavaria - Club Colombia Colombia Artisans Inspiration Leo Burnett / Bogotá 0Category: Design Tasked with designing a new special edition package for Club Colombia beer, LB/Bogotá’s design department delivered a unique case that contains visual elements and motifs rooted in the artistic and craft traditions of the indigenous people of Colombia. These beautifully made cases are a triumph of packaging design, and they honor the heritage of the brand while also giving the cases a sleek, shapely look that makes them stand out from competitors. These limited edition packs were popular and sold quickly. 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 127 gallery +McDonald’s - Happy Meals Happy Tales BooksLeo Burnett / Chicago & Arc / ChicagoCategory: DesignThere are 50.7 million children under 11 years of age in the USA. 31 million of these kids have never owned a children’s book. Tohelp foster literacy in the United States, McDonald’s worked with Leo Burnett and Arc to provide free children’s books to kids at localMcDonald’s restaurants in Chicago. “Happy Tales” is a series of 8 books, part of a local initiative that aspires to improve children’sliteracy by encouraging parents and kids to read together. The design and craftsmanship of these books is of the highest quality, andeach book brilliantly utilizes familiar characters and storylines from previous McDonald’s communication. This is a fantastic exampleof a brand act, that has the potential to expand nationally. The team in Chicago hopes this program will evolve and grow over time. It’sa striking example of a great HumanKind act that addresses a serious social problem. 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 127 gallery +McDonald’s - London 2012 ParalympicsWe All Make the Games - Wave 1 / We All Make the Games - Wave 3Leo Burnett / LondonCategory: FilmAs the London 2012 Olympic games segued into the 2012 Paralympic games, Leo Burnett London continued releasing new installmentsof its brilliant “We All the Make the Games” campaign. The agency shot, edited, and released new TV spots featuring real footage of thegames’ audiences, which is a feat to accomplish and truly a labor of love. These beautiful spots feature the same elegant writing, tastefulcamera work, and authenticity that made the original commercials such a popular hit in the UK. Congratulations to Leo Burnett Londonfor delivering more outstanding McDonald’s TV work, produced on a seemingly impossible timetable, with a warm humanity filling eachframe that is characteristic of the best work done for this brand.‘McDonald’s. We All Make the Games.’ 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 127 gallery + McDonald’s - Great Tastes of the World Week 3: Mexico Leo Burnett / London Category: Film McDonald’s “Great Tastes of the World” is a promotion featuring menu items from a different country each week. In this short ident for McDonald’s promoting the Chili and Cheese Mexican sandwich, a series of kitschy items with sombreros are paraded on screen, with just the right touch of absurdity to the whole spectacle to make film quirky and delightful. ‘McDonald’s. I’m Loving It.’McDonald’s - Ronald McDonald House CharitiesWorried ShoesLeo Burnett / LondonCategory: FilmRonald McDonald House Charities provides free accommodationto family members of patients in hospitals. Research shows thatchildren recover faster from ailments when their parents stay withthem in hospitals. This point is driven home by this emotive filmfrom Leo Burnett London, in which two box-shaped characterswith anxious faces trudge through the clean and sterile halls of ahospital. With furrowed brows, they examine the food in a vendingmachine, and take note of an environment that seems oblivious tothe concerns eating away at them. The film concludes with the boxfamily leaving the hospital and finding a more comfortable placeto stay, as a voice over notes: “If your child falls ill, your family canstay close together.”‘Show your support and help families stay together.Ronald McDonald House Charities.’ 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 127 gallery +Allstate Insurance - Teen DrivingSave 11Leo Burnett / ChicagoCategory: IntegratedEvery year in America, over 4000 teenagers die inroad accidents. Allstate wanted to fix this ongoingproblem by changing the laws around teen driving,but could only accomplish such an ambitious goalby lobbying the federal government to address this.Faced with political gridlock, Allstate and Leo BurnettChicago decided to give this problem a human facein order to compel Congress to act on it. The agencypushed this issue by publishing a special additionto Politico magazine, which featured the real facesand profiles of actual teenagers who died becauseof unsafe driving. The agency wanted to convey thetragic fact that 11 teens die each day on the road,and by dramatizing this through a variety of channels,Leo Burnett and Allstate successfully navigated thedysfunction of the federal government and convincedCongress to pass new legislation regarding teendriving. Only by changing the law could real changehappen on the roads in America, and Allstate and LeoBurnett are proud to have accomplished this goal,which will ultimately save the lives of teenagers justlearning how to drive.‘Save 11. Allstate Insurance.’ 31
  32. 32. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 127 gallery +Serbian Committee for Traffic New Driving TestsLeo Burnett / BelgradeCategory: InteractiveIn 2011, 1st year drivers in Serbia caused over 2000 car accidents. Teaching accuratedriving skills to young people has been stymied by government inaction, and so LeoBurnett Belgrade leaked a fake app that was said to feature official new driving tests thathelped drivers learn the full range of road laws. This app, featuring real footage of genuineroad accidents, quickly went viral, and resulted in widespread news coverage throughoutthe country on the state of Serbia’s road safety. Prodded by the release of this app, thegovernment of Serbia quickly moved to release new tests, and is also considering utilizingthe app as part of a new program to teach youth the full range of road safety laws.Gazeta Sporturilor Second-LifeLeo Burnett / BucharestCategory: IntegratedMihai Nesu is a popular Romanian footballer who experienced a tragic accident that ended his career. In the wake of his accident, hecreated a charitable foundation with the intent of raising money for people facing similar challenges. LB/Bucharest worked with oneof Romania’s largest sport publications to come up with “Second Life”, an idea intending to raise charitable money efficiently. Theyasked advertisers to donate the cost of one second of their media budgets to good causes. Shortening TV spots from 30 seconds to29 seconds results in a cheaper media buy, and the money saved was donated to good causes. This program was called “SecondLife”, and resulted in substantial donations to charitable organizations, simply by trimming one second off of TV ads. 32
  33. 33. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 127 gallery + Petronas - Petronas Motorsport Speed of Sound Leo Burnett / Kuala Lumpur Category: Interactive (Online Game) To promote Petronas’ sponsorship of the F1 Grand Prix race in Malaysia, LB/Kuala Lumpur worked with Petronas to create an online game powered by the engine noises people could make with their mouths. A race car on screen navigates a complicated course, but the vehicle is powered through it by the engine noises coming from each player’s mouth. This game was popular online and was played by thousands of people in 19 different countries.7-Eleven Rice CookerLeo Burnett China / Hong KongCategory: Film (Viral Film)7-Eleven in Hong Kong was promoting a series of miniaturekeepsake items that celebrated various aspects of Hong Kong’sculture. To promote these miniature collectibles, LB/Hong Kongcreated a number of charming little films showing tiny, workingversions of each of these items. This tiny rice cooker, which canonly hold a handful of grains, is particularly charming. 33
  34. 34. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 127 gallery +Procter & Gamble - Febreze Salmon / Dog / CigarLeo Burnett / BogotáCategory: RadioThese radio spots feature a narrator telling an entire elaborate story about a subject in one rushed breath.The rapid-fire delivery of the story eventually concludes with a tag line that notes that if you use Febreze, bad smells don’t lastlonger than a single breath.SalmonSFX: Sharp inhale.Anncr(VO): Salmon are some of the greatest travelers of the earth. Born in freshwater, they spend part of their lives in the ocean.During mating season they go back to their birthplace. Their brains contain iron particles that serve as a compass to help themfollow the magnetic lines of the earth. On the upstream journey they will have to deal with rapids, avoid bears, and compete withother salmon. After its titanic crossing, it is caught by a fisherman, who will place it in a pan over high heat, suffusing the wholekitchen with smoke.SFX: Sound of a spray.Anncr(VO): With Febreze, the history of a bad smell doesn’t last longer than a breath.DogSFX: Sharp inhale.Anncr(VO): Kurt, a descendant of the Yorkshire terrier lineage, was the undisputed champion of the Euro Dog Show in 1963, for hissilky hair and his great hunter’s temperament. He conceived Skipper, with great vivacity and intelligence, a 3-time winner of the TopBreeder’s Award in Ireland. His blood was used to maintain the prize lineage, which was passed on to Blizt, his firstborn, a studdog who was sent to South America to improve the race. However, in an encounter with a stray dog, Sparky was conceived, who isthe champion of urinating on the sitting room carpet.SFX: Sound of a spray.Anncr(VO): With Febreze, the history of a bad smell doesn’t last longer than a breath.CigarSFX: Sharp inhale.Anncr(VO): Exiled from her native Cuba over 40 years ago, “the Wise Candela” has dedicated her life to forecasting the future ofothers. Although her own path has been uncertain since the age of 14, her grandmother, sensing her own death, taught Candelahow to read the cigar and the power to know both the past and the future. Today “the Wise Candela” exhales a mouthful of cigarsmoke on my face and predicts my luck, and tells me which dreams that I will achieve and which I won’t. The only thing that shewill not guess is that the smoke from her cigar will stay concentrated in the curtains of my living room.SFX: Sound of a spray.Anncr(VO): With Febreze, the history of a bad smell doesn’t last longer than a breath. 34
  35. 35. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 127 gallery + Fifth Third Bank - Bank of Mom & Dad Denied / Legal / Products Leo Burnett / Chicago Category: Film (Viral Films) ‘Fifth Third Bank. The Curious Bank.’ These brilliant idents for Fifth Third Bank feature sparkly jingles documenting how your parents treat you when you ask them for money. Considering that most people start life with the “First National Bank of Mom & Dad” as their primary financial institution, these spots do a great job of differentiating Fifth Third Bank from its competitors. The humor and universal humanity of these spots make this campaign distinctive within the financial category. This is the first installment of a huge platform idea for Fifth Third Bank: the curious bank. 35
  36. 36. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 127 gallery +Fifth Third Bank - Student Banking New ShoesLeo Burnett / ChicagoCategory: RadioSFX: Phone ringing.Mom: First National Bank of Mom & Dad, the answer is probably ‘no.’ Mom speaking.Daughter: Hi Mom!Mom: Oh, Hi Honey, what is it?Daughter: Well I have this formal coming up...I could use some money for new shoes...Mom: But what about your black heels? They go with everything.Daughter: Mom.Mom: Let me talk to my colleague, please hold.SFX: (Hold music) “Ask about our constantly-checking-up-on-you checking account.”Mom: Your father said, ‘sorry, we’re not an ATM machine.’ Thanks for calling! We miss you.Anncr(VO): It’s time for a new bank. Find out more at Fifth Third Bank. The curious bank. Member FDIC.Fifth Third Bank - Consumer - Student Banking 0%Leo Burnett / ChicagoCategory: PrintThis print ad for Fifth Third Bank continues to develop the idea of the “First National Bank of Mom & Dad,” by juxtaposing the way moneyis treated within the confines of a family to the way Fifth Third Bank treats you. One of these offers sounds a lot better than the other. 36
  37. 37. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 127 gallery +Samsung Malaysia - Galaxy NoteThe Sparkle ProjectLeo Burnett / Kuala LumpurCategory: Integrated“The Sparkle Project” is the world’s first music video that has been shot,illustrated and created entirely on the Samsung Galaxy Note for thepopular artist Yuna and her fans. This collaborative project let Yuna andher fans co-create a music video, and what distinguishes this video fromothers is that it never plays the same way twice. Each frame changes witheach viewing, and the narrative has been lovingly constructed with theinput of both fans and professional illustrators and designers. Multiplemedia channels have been utilized within this campaign to showcase theGalaxy Note’s capacity as both a creative tool and a device that enablespeople to share experiences and engage with content. 37
  38. 38. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 127 gallery +Schibsted Classified Media - Spinning / Cat / WallpaperLeo Burnett / ZurichCategory: FilmThese short and entertaining films tell quirky little stories about how the needs of people change on a daily basis. A man enjoying his firstspinning class realizes he can now part ways with his trusty mountain bike. A woman desperately trying to coax her cat’s mouth openrealizes she no longer needs her fishbowl. A man arrives home to find that his wife has covered every wall of his favorite spare room withgaudy floral wallpaper. He won’t be needing his projector anymore.‘ Classified Ads Online.’ 38
  39. 39. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 127 gallery +Yellow Pages NHL LockoutLeo Burnett / TorontoCategory: Print‘Yellow Pages has what you’re looking for. Even solutions to NHL lockout negotiations.’As a contentious labor dispute threatens to disrail the National Hockey League season, LB/Toronto issued this newspaper ad, callingout the head negotiators involved and asking them to consult the Yellow Pages if they need to find financial advisors, mediators, oreven magicians to ensure that hockey fans are not left without a season to watch.‘Yellow Pages. Find what you’re looking for.’ 39
  40. 40. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 127 gallery +Lurzer’s ArchiveWorld’s Most Beautiful Lost PostersLeo Burnett / LondonCategory: Print (Typography)Lurzer’s Archive is an advertising institution, aquarterly collection of the world’s best communicationthat is essential reading for anyone interested increativity in marketing. Over the years, the magazinehas developed a reputation around agencies asone of the most stolen publications in the world. Toraise awareness of the quality of work found in themagazine, LB/London devised these “Lost Posters.”Since they’ve been created by readers of Lurzer’sArchive, they’re among the world’s most beautifullost posters, impeccable in both craft and design.This is what happens when you read Lurzer’s. 40
  41. 41. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 127 gallery +Livraria Da VilaThe More You Read, The More You Stand Out:Winston Churchill / Mahatma Gandhi / Malcolm XLeo Burnett / Sao PauloCategory: Print‘Livraria Da Vila. The More You Read, The More You Stand Out.’Famous historical figures are pictured as young men in group settings,well before they became the famous figures we know them as today. Theyare separated from their peers only by a narrow band. The only thing thatdistinguishes them is how much they’ve read. 41
  42. 42. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 127 gallery +LB/Malaysia / Mercy MalaysiaYasmin - How You Know?Leo Burnett / Kuala LumpurCategory: IntegratedYasmin Ahmad is a legend. The longtimeECD of LB/Kuala Lumpur, who passedaway from a sudden stroke in July of2009, left behind a rich, lasting legacy thatextends through Asia and beyond. Yasminwas far more than just the leader of anagency. She was a writer and filmmaker,and a cultural icon whose voice grewstronger and more distinctive with everypassing year. To honor her legacy, LB/Malaysia has released “Yasmin - How YouKnow?” This book celebrates Yasmin’s lifeand work, and has been publicized usinga variety of intriguing devices that areentirely in line with the ethos and aestheticYasmin stood for. Stickers, entertainingposters, and beautifully designed eye-catching visuals all serve to drive peopleto the book, which is a celebration ofYasmin and the work she labored so longand hard over. Proceeds from the sale ofthe book go to Mercy Malaysia, one ofYasmin’s favorite charities. 42
  43. 43. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 4Q 127 gallery +LB/Malaysia / Mercy Malaysia Yasmin - How You Know?Leo Burnett / Kuala LumpurCategory: Design (Book)One of the recurring themes in the work of Yasmin Ahmad was her belief in the “beauty of imperfection.” This repeatedly came up in herfilms and writing, and Leo Burnett Malaysia wanted to ensure that this was a central focus in the design and layout of a book created inher honor. With that in mind, they crafted a publication that feels raw and unrefined compared to the slick, polished books produced bymost commercial publishers. This book looks almost unfinished, but beneath its unimpressive cover are gems of hard-won wisdomand stories worth treasuring. Much like Yasmin herself, the book is more than what it appears to be at first glance. Pick it up and dive in.Yasmin’s work was a precursor of LB’s HumanKind ethos, and everything she did celebrated humanity and the bonds that make us onelarge family. The deliberate design of this book is a worthy tribute to one of Leo Burnett’s brightest stars, who has since left this world tojoin higher realms.RIP to a true original. Honor her memory by asking: ‘Yasmin-how you know?’ 43