Pencil Shavings: 3Q12 GPC, Chicago


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A roundup of Leo Burnett’s 3Q12 Global Product Committee meeting in Chicago, including links to 7+ work, creative profiles and more.

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Pencil Shavings: 3Q12 GPC, Chicago

  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 3Q 12A Letter from MarkDear Friends,A new season is upon us. Summer has come and gone, and after a strong showing at 2012’s prestigious creativeaward shows, it’s time once again to take stock of our journey and plot out the path ahead. In late August I hadthe pleasure of chairing the 3Q12 Global Product Committee meeting, hosted at our headquarters in Leo BurnettChicago for the first time in four years, and I’m delighted to share with you the results from that meeting. The GPCis more than just a conference where we evaluate work; it’s also an opportunity for us to spotlight and learn fromsome of the outstanding people who make up the Leo Burnett global network, an 8500-strong family of writers,artists, and thinkers who collectively constitute one of the planet’s most formidable communications companies.Each time the GPC convenes, we sit around a table and trade stories, perspectives, knowledge, drinks, andlaughter, all while recommitting ourselves to our shared mission, the lofty goals set down by our founder so manyyears ago. It was at the last GPC held in Chicago, during a bitterly frigid winter week in February of 2008, that theWorldwide Creative Board hashed out the first draft of the HumanKind GPC scale. At the time HumanKind wasstill a work-in-progress that needed some clarity to bring it into sharp focus. That is what the GPC does: it existsnot just to dispense scores and constructive critiques of our creative product, but also to serve as a global braintrust, and a forum where our company can refine ideas and distill our thinking into a clear concise purpose. TheHumanKind GPC is a living testament to the way Leo Burnett puts people at the heart of everything it does. I amproud to be a part of a company that encourages authentic dialogue across borders, as it helps people to learnfrom and collaborate with their peers across the world. Every three months we gather together some of the bestand brightest talents in our global agency, and set ourselves to the difficult task of making the work better, pieceby piece, through intense discussion and debate. Nothing is more important than the quality of our work, and thisprocess we’ve spent so long developing ensures that we’re all looking through the same lens. It was a joy to bringthe GPC back to Chicago, where it was first born decades ago. This return to our roots was a long time coming. 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 3Q 12City of Big ShouldersIn the ten years that I’ve been working at Leo Burnett Chicago, I’ve never been more excited about the directionand leadership of our flagship agency. When I first arrived here in 2002, after 15 years at Leo Burnett London,there was a pervasive feeling of uncertainty in the air that colored every day at 35 West Wacker Drive. There wasturnover at senior management positions, fallout from a bad economy, and the agency was struggling to shakeoff a reputation of being an old-fashioned TV and print agency in an age of smaller and hotter shops. The teamsin Chicago were still producing outstanding work, but underlying all their achievements was a persistent currentof frustration, and disquiet with the status quo. The old ways of working had to change. In the decade since thatrough stretch of time in 2002, the agency has undergone a sweeping transformation, evolving in multipledirections to meet the challenges of a rapidly changing industry. Under the steady leadership of President RichStoddart, and with Chief Creative Officer Susan Credle at the helm of a revamped creative department, the agencyhas gotten leaner and more focused, and is currently experiencing a rebirth. The agency is on an impressive streakof new business wins, and there’s a tangible sense of confidence and excitement in the air. The work emergingfrom our largest office is winning over people all across the world, and as new revenues pour in, there’s a sensethat the ship has been righted and is headed in the right direction. As ECD Ryan Wagman noted during the GPCdiscussions, “this place feels like it’s humming right along.” When Leo Burnett Chicago is firing on all cylinders, ourwhole global network shines a lot brighter. I’m deeply proud of the team in Chicago, and I hope you take the timeto pore over some of the brilliant work they’ve been producing quarter after quarter, year after year. It’s not easy toget an agency of 1500 people to buy into the same vision, and to march in lock step towards it, but clearly, Richand Susan have built a winner. Together they’ve set a goal for the office to be the number one creative agency inthe USA in the next two years. You have to admire the drive and ambition of a team that’s aiming for the top. 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 3Q 12Leo Burnett at Cannes 2012Before diving into this quarter’s large volume of inspiring 7+ work, I want you to take a look at the charts on thefollowing pages, which break down our network’s performance at the 2012 Cannes Lions International Festivalof Creativity. I talk about Cannes a lot, and even though we are three months removed from the festival, I want toreiterate why Cannes is so critical to our outlook as a company. We do not strive for Lions simply for recognition.We are not in the business of chasing awards. We are, however, in the business of ideas. We are paid to producebeautifully crafted ideas, that are rooted in human insights, which serve our client’s brand purpose. Our job isto produce contagious brand communication that spreads like wildfire amongst people, and that resonates sodeeply that it becomes a part of the social fabric. Cannes is the ultimate measure of the quality of our ideas. A Lionis a mark of outstanding creative acumen that serves a client’s larger business goals. But don’t take my word for it:below is an excerpt from a fascinating article entitled “the Business Case for Creativity: Why Coke thinks Winningat Cannes Matters.” This piece was published in Fast Company, and was written by Coca-Cola’s VP of GlobalAdvertising Strategy, Jonathan Mildenhall. The full article offers a deep glimpse into the unmistakable correlationbetween creative success at Cannes and business results: “The global significance of [Cannes] gathers momentum each and every year... No other award festival covers so many critical categories for advertisers. Cannes Lions now boast 18 award categories... The breadth is staggering and it will only continue to grow as more and more genres of creativity are embraced to drive business growth... But an awards festival that focuses solely on breadth could be destined for a dull and uninspired future. Cannes is not about volume. It is absolutely, steadfastly and utterly, committed to quality. And to me, few things are more important. Cannes Lions simply curates the world’s finest strategies, ideas, executions and craft. To be recognized at Cannes is to be recognized by the world’s finest creative minds. Minds that are not only brilliant, but brutal in their critique of the work. Winning a Cannes Lions builds careers. Permanently.”The careers Jonathan is talking about are not just on the agency end. He offers a number of telling examplesshowing how the work that wins Cannes Lions leads directly to commercial success and greater market share forclients. Here he quotes James Thurman, the author of “The Case for Creativity”, to emphasize his point: In every case, the companies that have been the most tenacious in their pursuit of great creativity in their advertising have been the ones outperforming the stock market and enjoying historic periods of financial prosperity. And in every case the leaders of those companies had created a culture of innovation that advertising was just symptomatic of, but which extended well beyond advertising and into culture, the products, and the day to day activities of those companies. A creative day to day that produced the most extraordinary results in the history of the world’s most illustrious companies.Please read Jonathan’s whole article, linked to on this page, and share it with your clients if you can. We mustcultivate relationships with our clients so that they too become champions for creativity, and advocates for Lion-winning work. Love it or hate it, despise it or celebrate it, Cannes remains the gold standard for our industry. Everyyear, more and more clients are flocking to the festival, and are embracing it as the place to identify best practicesand the agencies who bring ideas to life in fresh and interesting ways. It’s on us to make sure we shine with thebest, and are producing world-class work worthy of the great brands in our portfolio. 3
  4. 4. GPC 3Q 12 2012 CANNES SHORTLIST GRAND PRIX GOLD SILVER BRONZE TOTAL DIRECT 15 0 2 0 5 7 PROMO & ACTIVATION 14 0 0 2 4 6 PR 13 0 2 4 3 9 MEDIA 16 0 0 1 8 9 OUTDOOR 34 0 0 0 3 3 MOBILE 0 0 0 0 0 0 CREATIVE EFFECTIVENESS 1 0 1 0 0 1 PRESS 45 0 0 5 3 8 CYBER 3 0 0 1 1 2 DESIGN 11 0 1 0 0 1 R ADIO 10 0 0 2 2 4 FILM 2 0 0 0 0 0 FILM CR AFT 0 0 0 0 0 0 BR ANDED ENTERTAINMENT 5 0 2 0 0 2 TITANIUM & INTEGR ATED 1 0 0 0 0 0 YOUNG LIONS 3 0 1 1 1 3 TOTAL 173 0 9 16 30 55The chart above documents all the Lions and shortlists Leo Burnett received in 2012, in each of the 18 categoriesCannes recognizes. A single glance at this is revealing: although we had a phenomenal year, winning a record55 Lions and having 173 pieces shortlisted, it’s clear that there’s a lot of room for improvement in a few specificareas. For instance, as mobile devices become more and more ubiquitous across the world, it’s unacceptable thatwe have no work in 2012 that was even shortlisted in this increasingly important category. We must build on ourstrengths, while also seeking out new opportunities in each of these channels. There is no reason why we so oftendefault back into traditional media choices when there are so many more contact points available today.I urge all of you to take stock of the campaigns you’re currently working on, and identify the best platform ideayou’re working with. Can you find a way to express that idea in each of these categories? Test the quality of thethinking underlying your campaign or execution by asking whether or not the core idea can be expressed in avariety of communication channels. Truly great ideas are media infinite in their potential, and they don’t hinge onyour choice of contact point. Think big, and don’t be hemmed in by what you’ve been asked to do. This is worthremembering: we have far more creative opportunities available to us if we take advantage of all the communicationchannels we can work in. It’s our job to show our clients media options that they might not have considered. 4
  5. 5. GPC 3Q 12This second chart documentswhich Leo Burnett offices aroundthe world won Lions at Cannes in2012. I want to congratulate each ofthe winning teams for all their hardwork: the depth and breadth of thislist testifies to the talent we haveacross our global network. It is mydream to one day have every oneof our 96 offices represented on thislist, which I don’t think is too muchto ask. For that to happen, we needevery single Leo Burnett agency tohave one great idea, one campaignthat’s been crafted exquisitely, andpresented impeccably. If each of ouragencies puts a single great idea onthe table, we will achieve successen masse, on a scale our networkhas never achieved before. All ittakes is one great, world-class ideafrom each of our offices. We havethe talent, we have the brands, andwe have the global support systemto make this real. I hope you all takea page from the agencies listed tothe right, who set their goals high,and put in the time and effort to winthe highest accolade in our industry,a prestigious Cannes Lion. The countdown to Cannes 2013 has already begun. What are you doing about it?I want to thank everyone on the team in Leo Burnett Chicago for being wonderful hosts to the 3Q12 GPC. It wasa truly enjoyable and memorable week for all of us, and we hope the GPC will be back in Chicago soon.Please spend some time reviewing the inspiring 3Q12 7+ work on the followingpages. I’m proud of the great work here and all the teams that produced it.Kind regards,Mark TutsselChief Creative OfficerLeo Burnett Worldwide 5
  6. 6. We focus on ideas and acts that become part of the social fabric. GPC 3Q 12HumanKind speaks to the world we live in today -with all its glorious confusion, beauty, technology, and wonder.
  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 3Q 12ContentsThe 3Q12 Global Product Committee 8Susan Credle Leads Chicago’s Hottest Shop 9The Black Couch Series: A Masterclass with Tony Malcom & Guy Moore 10The One Show: Lessons from Legends 11The 3Q12 8-Balls 13The 3Q12 7+ Gallery 26 “People in my home town thought of Chicago as a kind of Rome to which all roads led, with a side-order of Babylon - beckoning, majestic, maybe a touch or two wicked.... I like to think that the language of our ads has been ventilated in the fresh Chicago breezes and rinsed in the clear waters of Lake Michigan. And touching this, it seems to me that Chicago advertising draws up a lot of nourishment from the richness of American folklore, restores it, and perpetuates it in a keen and lively sense....I like to think that Chicago is a consumer city, not a colony of communication specialists, and we aren’t huddled up in one-industry suburbs where a man can’t toss off a remark for fear of hitting his boss. I like to believe that our city is a well-adjusted organism that doesn’t need an analyst to tell it who it is and where it is going. ” 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 3Q 12The 3Q12 Global Product Committee Mark Tutssel Guy Moore Andreas Pauli David Federico Worldwide London Frankfurt Toronto Tony Sainath Morgan Darren Wright Malcolm Saraban Kurchak New York City London New Delhi Toronto Kamil Fuad Ahmad K.V. “Pops” David Skinner Kowalcyzk Bangkok Sridhar New York City Warsaw Mumbai Malgorzata Kerri Soukup Rich Stoddart Fernando “Gosia“ Chicago Chicago Bellotti Nierodzinska Buenos Aires Warsaw Selim Rosalie Geier Susan Credle Tom Bernardin Unlusoy Chicago Chicago Chicago Moscow Jon King Jennifer Ryan Wagman Tokyo Skidgel Chicago Chicago 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 3Q 12Susan Credle Leads Chicago’s Hottest Shop Susan Credle arrived at Leo Burnett Chicago in the fall of 2009, 24 years into a storied career that began at BBDO in New York City. Her rise through the ranks at BBDO is the stuff of legend: not every intern can fearlessly scale the ladder to become the Executive Creative Director of one of the world’s greatest agencies. Along the way, Susan collected virtually every creative award in the business, and become renowned globally as one of the masterminds behind the colorful M&M characters that gave a long dormant brand a new lease on life. She took M&M’s, an iconic old product with deep equities, and transformed their rather formulaic approach to marketing into a showcase for some of the smartest brand icons in advertising. Where there were only red and yellow M&M characters before, Susan and her team created a colorful ensemble of five, each with a distinct voice, color, and story to tell. With this new cast, she helped launch a new era for M&M’s that changed people’s perceptions and gave the brand a platform to build on for decades to come. It is this kind of experience and background that led Mark Tutssel to hire Susan as the Chief Creative Officer of the company’s flagship agency in Chicago. Another brand with deep and valuable equities was looking for a leader to spearhead a new approach.In the three short years that Susan has led Leo Burnett Chicago’s formidable creative department, she’s helpedengineer a remarkable turnaround for the agency. After a prolonged period of lackluster new business growth,the agency has won a stunning 16 new accounts since the summer of 2011. The new clients knocking on thedoor are impressed with the creative work emerging from the office, specifically the way Leo Burnett hasrebooted it’s 50-year relationship with Allstate Insurance by creating the hugely popular “Mayhem” campaign,which marks a big departure from Allstate’s more traditional approach of years past. That campaign is a greatexample of the fresh, strategically sound, and creatively compelling work currently coming out of Leo BurnettChicago, and it’s created a wave of momentum throughout the agency. There is a growing sentiment around thebuilding that everyone is making tangible contributions to the creative product, no matter what their departmentor job title is. In an agency the size of LB/Chicago, getting everyone on the same page is no small feat, and Susanhas accomplished this by fostering a sense of openness and accessibility, and by emphasizing the benefits ofcollaboration instead of competition. She has repeatedly implored her teams to be generous with both theirideas and talents, and her frank assessments and straightforward style are transforming a creative departmentthat for many years was a labyrinth of conflicting loyalties and ambitions. With Susan, what you see is what youget: a soft spoken leader with a firm hand, with a track record of bringing out the best in the people 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 3Q 12The GPC presents the Black Couch Series:3Q12: Guy Moore & Tony MalcolmThe GPC is proud to announce the Black Couch Series, a master class format in which notable GPC delegateswill be interviewed in front of agency audiences about their successes and insights into life and advertising.At the 3Q12 GPC, the employees of Leo Burnett Chicago were treated to a hugely entertaining hour with oneof London’s longest tenured and most celebrated creative partnerships, between Guy Moore & Tony Malcolm.Who is this dynamic duo? Tony and Guy have been a fixture at London’s top agencies for almost three decades,rising through the ranks at multiple companies on the strength of their partnership and the award-winning workthey’ve created. They began their career at Leagus Delaney, then moved to Still Price Lintas, and subsequentlymade stops at CDP, TBWA Simons Palmer Clemmow Denton and Johnson, and AMV BBDO, before formingtheir own shop called Malcolm Moore. After a few years of running their own company, which was subsequentlybought out, Tony and Guy were hired by Wieden + Kennedy / London as senior creatives, and then in 2004they were lured to Leo Burnett London, where they have been hugely productive and responsible for some ofthe agency’s most lauded work of the past few years. As the authors of the universally acclaimed McDonald’s“Favorites” spot (which won a Silver Lion at Cannes in 2010, and then the first ever Gold Creative EffectivenessLion in 2011), and the iconic Nike “Parklife” commercial from 1998, Tony and Guy spent an hour describing thecreative process behind these two successful films to a rapt audience. An unlikely odd couple with a hugelyendearing sense of humor, this talented pair has created outstanding work for some of the world’s greatestbrands. Pictured below are links to just a few of their celebrated pieces. At the inaugural Black Couch Series,Tony and Guy shared a window into their creative process, a little glimpse of the fanatical attention to detailand passion for craftsmanship that’s essential for anyone hoping to succeed for three decades in advertising. 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 3Q 12The One Show: Lessons from LegendsEmily Isovitsch, the Managing Director of the One Club,visited the 3Q12 GPC to deliver a brief presentation onthe One Club’s ongoing role as a champion of creativeexcellence in advertising and design. The One Show isone of the most prestigious award shows in the world,and stands out from other festivals for several reasons.Unlike many award shows, the One Show is run by a non-profit organization, and its judging sessions are conductedby secret ballot, without the debates that characterizeso many other juries. This laser sharp focus on the quality ofthe work goes hand in hand with the One Club’s mission,which is to “celebrate the legacy of creative advertising and to use that legacy to inspire future generations.”Emily was kind enough to spend some time introducing One Club activities to the GPC, such as the One Club’songoing education initiatives for advertising professionals and its programs to strengthen and encourage morediversity in the communication and design industries. After reviewing some of the One Club’s activities, Emilyshowcased some of the amazing work that won pencils at this year’s One Show festival, held every May duringNew York City’s Creative Week. The panel was delighted with the work she shared.One of the One Club’s many collaborative projects is an inspirational speaker series entitled “Lessons fromLegends.” In conjunction with Google, the One Club sponsors this event, featuring creative icons describingsome of the lessons they’ve learned over the course of long and successful careers in advertising. The firstspeaker was Lee Clow (Chairman, TBWA/Worldwide) in Los Angeles, and this month, the One Club hostedMark Tutssel (CCO of LB/Worldwide) along with Bob Scarpelli (Chairman, DDB/Worldwide) in Chicago, wherethese two industry titans discussed the potency of big ideas, and the contagious quality of truly inspirationalcreative work. This kind of constructive creative dialogue, showcasing the talents working in communications,is what the One Club strives to do, year after year, through all their endeavors, 11
  12. 12. We all GPC 3Q 12workforthework.
  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 3Q 12 ball galleryMcDonald’s Small CurrencyLeo Burnett / JakartaCategory: Promo & ActivationIn Indonesia, due to the government’s fiscal policies, there is ascarcity of small currency coins in circulation. This leads to storesoften giving customers candies instead of the small change theyare owed, as the stores simply do not have the coins availableto provide people with change for every purchase. McDonald’srecognized this problem and decided to do something about it.Working with Leo Burnett / Jakarta, the brand created uniquesmall currency notes that are exclusive to McDonald’s, for smalldenominations, which can be used to purchase McDonald’sproducts. Rather than giving out candies to customers in lieu ofcoins, McDonald’s provides them with attractive bills that they canuse towards their next McDonald’s meal. This small currency givespeople value for their money, and ensures that the restaurant willhave repeat customers who will use these bills for menu items. 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 3Q 12 ball galleryMcDonald’s - London 2012 Olympics We All Make the Games 1 / We All Make the Games 2Leo Burnett / LondonCategory: FilmThese beautiful commercials use real footage of Londoners watching and celebrating the 2012 Summer Olympics, in an innovative newapproach to sponsorship advertising. The big idea behind this campaign was to produce a series of five TV spots that changed and evolvedover the course of the Olympic games, each featuring different film content that reflected the shifting mood of the nation and the narrativearc of the games. Exquisitely shot and edited on an incredibly tight time frame, these spots were part of the biggest and most ambitious out-door ad buy in British advertising history, and the scale and ambition of this endeavor are truly astonishing. Even though these commercialswere crafted and produced in a matter of days, they are masterful pieces of quality filmmaking, each careful edit accompanied by an elegantand understated voiceover that helps point out how every person experiences the games a little differently. The cameras capture a widerange of characters, giving the spots a deeply authentic feel, as spectators, workers, athletes, and volunteers are all seen at authentic andtelling moments. These emotive films conclude with the line “we all make the games,” and the campaign as a whole covered a wide rangeof channels and made impressive use of user-generated content. McDonald’s successfully captured the spirit of the 2012 games, and whatthey meant to the people of the UK. The legacy of this campaign has raised the bar for sponsorship marketing, and positioned McDonald’sas a brand that truly understand the authentic experience of the British people.‘McDonald’s. We All Make the Games. Official Sponsor of the London 2012 Olympic Games.’ 14
  15. 15. A Q U A R T E R LY NEWSLETTER FOR THE GLOBAL PRODUCT COMMITTEE GPC 3Q 12 ballProcter & Gamble - Capital Clean UpCapital Clean UpLeo Burnett / LondonCategory: IntegratedBefore the start of the 2012 Summer Olympics, Procter& Gamble launched a city-wide cleaning effort to tidy upLondon prior to the arrival of delegates and spectatorsfrom all over the world. This integrated campaign targetedLondoners pride, and asked them to volunteer and put in afew hours on a collective mission to beautify their city andmake it a little more presentable to the guests who wouldsoon arrive en masse. Using a variety of media channels,and working with the local government, P&G’s concertedPR effort and innovative outdoor executions helped thecity get a little more beautiful before the start of the 2012games. 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 3Q 12 ball gallery Procter & Gamble - Secret Meanamorphosis Leo Burnett / Chicago Category: Interactive Secret Deodorant has invested several years into building brand awareness around the line “mean stinks.” Beyond the simple product benefit described by this phrase, the line also serves as a platform for the brand to advocate against bullying amongst teenagers, an epidemic in schools across America. To bring this platform to life, Secret crafted a 20 minute interactive short film called “Meanamorphosis,” in which a particularly vicious mean girl in high school, surrounded by a like-minded clique, goes through an astonishing transformation when she realizes that her bullying has literally made her smell. Viewers watch this petty and vindictive girl become conscious of her actions for the first time, as she is beset with a stench born from her incessant bullying. This beautiful short film is Secret’s first foray into branded content, and it’s a strong start, with great casting, acting, direction, and pacing. The film is accompanied with a classic scratch and sniff card, and viewers are invited to scratch it at various points in the film to get a real sensory experience of just how badly “mean stinks.” Secret. Mean Stinks.Procter & Gamble - Era Detergent FightLeo Burnett / TorontoCategory: RadioThe GPC loved this brilliantly written radio campaign from Leo Burnett Toronto.Voiceover: “Attention men: if you have a dirty job, fall down a lot, love condiments but hate moderation, haven’t mastered the intricaciesof eating meatballs, sipping from a cup, or using a fork; if yelling ‘FOOD FIGHT’ in crowded cafeterias floats your boat; if you ever getcats and skunks mixed up; ever say ‘what’s the worst that could happen’ before doing stuff; ever comment to a woman holding a glassof wine, ‘you’re only a little husky’ followed by ‘oh, so that’s what a muffin top is’; or have a habit of wearing your local sports team’srival’s jersey to sports games on ‘Free Nacho Cheese Night’? Then you’re a complete mess. But that’s OK. Because Era Laundry Deter-gent is for ‘how-did-that-get-on-my-shirt’ guys like you. Era fights man-sized stains with a lot of [sound effect of ass kicking] and loads of[sound effect of face punching] but costs very little.Era. A lot of fight, for a little dough.” 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 3Q 12 ball galleryBanco De Los Trabajadores - PréstamosLucky SoapsLeo Burnett / Guatemala CityCategory: Promo & ActivationThis Guatemalan bank promoted its new line of micro-loans in away that generated immense interest and word-of-mouth. Usingthe insight that Guatemalans superstitiously buy special “luckysoaps” from vendors, which promise to bring them things likemoney, love, and good sex, the bank produced a limited numberof “lucky soaps” and sold them on the street. These soaps were‘specially formulated’ to bring money to the people who boughtthem, and when they were used, a hidden message emerged ineach bar, telling the user about the bank’s newly available loans. Switzerland Tourism Horat the Weather Prophet Leo Burnett / Zurich Category: Public Relations Martin Horat is a real, authentic Swiss “Weather Prophet”, who predicts what kind of year lies in store for the Swiss people. In a hugely popular spot from Leo Burnett Zurich, Martin divines a great winter ahead through a masterful act of ant-whispering. After this spot spread throughout Europe, a certain animal rights group protested that people may begin to sit on ant hills after seeing Martin Horat do it in this film. The spot was pulled from the airwaves to placate the group, but a groundswell of public support and a concerted PR campaign from LB/Zurich forced the animal rights group to back down, leading to the return of the film online and on the air. This PR campaign generated a large amount of publicity for the Switzerland Tourism industry. 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 3Q 12 ball gallerySun Snack Beijing DuckLeo Burnett / BangkokCategory: Interactive / FilmTasked with launching Sun Snack’s new “Hypercharged Spicy Duck Flavor”sunflower seeds, LB/Bangkok created an intriguing film that went viral acrossThailand. Shot and produced to resemble an authentic Chinese newscast, thenews clip presents a story about a rural farm in Southern China whose duckshave mysteriously begun to emit flaming gas from their behinds. The ducks’ angryowner believes chemical pollution is the cause of this unprecedented phenom-enon, but Chinese government scientists refuse to accept this. The newscastends without any branding and leaves viewers wondering if what they saw was infact real. In just a few weeks, this video was watched over 500,000 times online,and was even broadcast multiple times on Thai TV shows and news programs.After a month of buzz building around this newscast, the film re-appeared with adifferent ending, promoting Sun Snack’s new “Hypercharged Spicy Duck Flavor”.The campaign led to an immediate 300% sales spike in Sun Snack’s products,and millions of dollars worth of free PR for the brand. This hilarious campaign is agreat example of Thai advertising at its funniest. 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 3Q 12 ball gallerySymantec - Norton OmamoryBeacon / Leo Burnett TokyoCategory: DesignAn ‘omamory’ in Japanese culture is a protective good luck charmthat helps ward off evil spirits. Beacon Tokyo created a unique databackup USB in the Japanese aesthetic of a traditional protective amuletwrapped in an ancient turmeric dyed silk textile, treasured as a charmagainst misfortune and used as Shogun’s battle flag to protect fromthe enemy. The product was delivered in a box made of Paulowniawood used to preserve treasured goods, as the wood is light yet strongagainst humidity. Onto this box, Beacon printed ‘Stuff that matters’ andthe Norton logo. Each omamory was also blessed by a Shinto priest. Nike Japan 9 Heroes: Creating the Courage to Win Beacon / Leo Burnett Tokyo Category: Promo & Activation In Japan, baseball players have a different ethos than their counterparts in the west. Team unity is paramount, and individual performances are considered to be secondary concerns. Nike wanted to change this, and chose to launch a campaign targeting high school baseball players throughout the country. Schools were sent a box of 9 baseballs, with one ball for each position on a baseball field. Each ball contained a custom QR code that linked to a position- specific mobile site. Each mobile site contained training tips and advice from Nike athletes on how to succeed and become stars at their position. The mobile sites also enabled players to compete with other athletes at their position from other schools. The Nike 9 Heroes campaign generated enormous interest around the country in the lead up to Japan’s most famous high school baseball tournament, and helped change player’s attitudes towards individual success. 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 3Q 12 ball galleryLeo Burnett India - GandhijifontDifferent Views One VisionLeo Burnett / MumbaiCategory: DesignLB/Mumbai created the Gandhiji font out of the iconic glasses ofMahatma Gandhi, to give a new generation of Indians the opportunityto see through the eyes of India’s founding father, while celebratinghis values. This 3D ambient installation features multiple planes ofglass laid out in a high traffic area, and requires people to step upto see a vision of the Mahatma come to life before their eyes.‘Sometimes truth lies in what you see, sometimes in how you see it. And sometimes it all comes together in one extraordinary human form.’Patone Pantone QueenLeo Burnett / LondonCategory: PrintTo celebrate Queen Elizabeth’s Diamond Jubilee, Pantone chose to honor the Queen’s iconic sense of style by documenting 60 yearsof her perfectly color-matched outfits. The brand released a unique, limited-edition Pantone color wheel detailing 60 of the Queen’sfamous single-color outfits, worn at notable events and appearances during her 60 year reign. The brand even got approval of theirproject from the Queen herself, so that the Pantone Queen color guide became official Diamond Jubilee memorabilia, and became acertified royally-endorsed product. The agency then sent limited edition Pantone Queens to influential bloggers and fashion writers,which immediately generated immense press coverage for the brand throughout the UK and beyond. 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 3Q 12 ball galleryComEd MetamorfridgesLeo Burnett / ChicagoCategory: Ambient MediaComEd is Chicago’s electricity provider. The company sponsors a fridge-recycling program, in order to raise awareness of energyefficiency and conservation. To promote the program, ComEd gave local artists an opportunity to transform old fridges into publicart. Their works were displayed on Michigan Avenue, in Chicago’s busiest pedestrian area. These recycled fridges, given new life asambient art pieces, challenged people to rethink how they use energy. Some became planters, while others became solar-poweredmobile phone chargers, cameras, seating areas, bike racks, or dog lounges. These beautiful pieces successfully raised awarenessof ComEd’s fridge recycling program, and simultaneously beautified the city with intriguing, thought-provoking one-of-a-kind art.ComEd. Powering Lives. 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 3Q 12 ball galleryDiageo - Bundaberg Rum Magnificent Mixing BoothLeo Burnett / SydneyCategory: Promo & Activation (Point of Sale)Bundy Rum wanted to reposition itself as a mixer worthy of high-end cocktails, beyond the traditional Rum&Cola. To do this, LeoBurnett Sydney created the “Magnificent Mixing Booth,” featuring the world’s first Gramophone Jockey, one of Bundy’s historicoriginal founders, transported from the 19th century to the present through holographic technology, and an expert in mixing bothdrinks and music. The booth was featured at ‘Top Shelf Sessions’, Bundy dance parties where the world’s preeminent holographicGramophone Jockey rocked delighted crowds with great records and funny quips as party guests sampled unique Bundy cocktails.Customized visuals, good music, high end Bundy drinks, and a totally unique vibe made these branded events a huge success. Diageo - Smirnoff Smirnoff Boxes Leo Burnett / Sydney Category: Design & Packaging Working with the artist Beastman, LB/Sydney crafted Smirnoff’s first interactive vodka packaging, that lets people twist multiple shifting panels around the vodka bottle. This unique rotating box emphasizes the vodka’s ability to be the perfect blank canvass for anyone about to mix drinks. These limited edition bottles sold quickly, and Smirnoff sales increased by 19.5%. 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 3Q 12 ball gallerySamsung - EcoBubble Washing Machine EcoBubble LabelLeo Burnett / ChicagoCategory: DesignSamsung has created EcoBubble technology, a groundbreaking innovation in washingmachine technology. For the first time, cold water can be used as effectively as hot waterto clean clothes, which saves a remarkable amount of energy, and is much gentler onclothes. To promote this revolution in washing machines, Leo Burnett Chicago hascrafted ‘the washing instruction of the future,’ the EcoBubble care label for clothing.From now on, you can dispense with the complex care instructions found on so manygarments, because the EcoBubble label is all you need. If you purchase a SamsungEcoBubble washing machine, you will never have to sort laundry again. This beautifullydesigned label was used as a centerpiece for an integrated campaign promoting thebenefits of Samsung EcoBubble washers. Leo Burnett 77+ Anniversary Invitation Leo Burnett / Worldwide Category: Design To celebrate Leo Burnett’s 77th anniversary, LB/Worldwide provided every employee with an invitation containing a small block of clay and a pair of Leo’s iconic glasses. The instructions then invited each employee to celebrate the company’s 7+ decades of creativity and craftsmanship by sculpting their own original bust of Leo Burnett himself. The Chicago office embraced the challenge, and hundreds of Leo Burnett sculptures were created as the agency celebrated the spirit of “an inspiring day, beautifully crafted.” The clay statues to the left are just a few of the hundreds of statues created in honor of Leo Burnett and his rich legacy. 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 3Q 12 ball galleryAgora Hospitalities - Agora Place Asakusa What If IKEA Opened A Hotel?Beacon / Leo Burnett TokyoCategory: DesignJapanese business hotels are low cost, lousy accommodations for salary men, that offer little more than one night quick stays. AgoraHospitalities asked Beacon / Leo Burnett Tokyo to create something different for their Agora Place Asakusa, and the agency delivered abrand new solution to the client that perfectly caters to business travelers with a DIY concept that lets people customize their stay. Thisidea of DIY hospitality lets customers arrange and select which amenities and services they want and need, and instead of being a fullservice city hotel, this approach provides cost effective service that lets people design their own stay. Every item is for sale, and you canbuy only what you need. This new business model has great potential for this client, and is a great example of a HumanKind solution thatgives people what they want and need; a hotel that caters to every individual uniquely. 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 3Q 12 ball galleryIKEA IKEA Human CouponsLeo Burnett / TorontoCategory: Promo & ActivationIKEA asked Leo Burnett Toronto to get 10,000 customers to attendthe opening of a new IKEA store on a Wednesday morning. Theagency came up with the idea of using human coupons as an incentiveto get people to show up. Instead of paper coupons, all you had tobring was yourself, and you could get 60% off on opening day. Thisbrilliant campaign led 21,000 people to IKEA’s Richmond store on itsopening day, and vastly exceeded sales goals for the day. IKEA Birth Announcements Leo Burnett / Toronto Category: Print (Newspaper) ‘Congratulations on the birth of your coupon. At the IKEA Richmond Opening on April 25th, everyone is a coupon.’ 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 3Q 127 gallery +IKEA Bathroom Towel GraphLeo Burnett / TorontoCategory: Promo & ActivationThis interactive outdoor piece posed the question to people: which style of bathroom do you like more? You could answer the question byremoving a free giveaway towel off the shelf next to the style you preferred. It turns out that people prefer traditional and classic bathroomsto more sleek and modern designs. IKEA Redeem Yourself Leo Burnett / Toronto Category: Print (Newspaper) ‘Redeem yourself. At the IKEA Richmond opening on April 25th, if you’re one of the first 1000 people in line you could be worth anything from a free tasty treat to a $250 gift card.’ 26
  27. 27. 7 galleryA 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 3Q 12 +Micasa ShredderLeo Burnett / ZurichCategory: FilmThis spot for Micasa’s California Sofa discusses how childrenlove to play in inclement weather, in all kinds of dirt, and thendramatizes the product benefit of the sofa’s stain resistant coverby shooting a huge volume of tree bark and mud at a typicalliving room set up. The attendants in lab coats then demonstratethat no matter how dirty the couch gets, a simple cloth can wipeit down and leave it looking as good as new. Micasa.Swiss Tourism Summer HolidayLeo Burnett / ZurichCategory: FilmThe iconic characters from Swiss Tourism’s hugely popular “More Than Just Mountains” commercial are back in this new spot for SwissTourism. This commercial shows the men diligently poring over the landscape, picking up leaves, scrubbing rocks, folding napkins, andgoing above and beyond to ensure every tourist finds a spotless, impeccable country when they come to visit.‘We do everything for your perfect summer holiday. Switzerland. Get Natural.’ 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 3Q 127 gallery +Procter & Gamble - Capital Clean Up Clean Up - Tube StationLeo Burnett / LondonCategory: Print / OutdoorAs part of Procter & Gamble’s Capital Clean Up campaign prior to the start of the 2012 Summer Olympic Games, Leo Burnett Londonutilized a variety of media channels to encourage people to volunteer in the city clean up effort. Here, they chose to write in the grimeon the walls of the London Underground. They identified a few select walls, and scrubbed out messages in the age-old accumulateddirt, effectively dramatizing how much tidier the city could be with a little effort and elbow grease.Procter & Gamble - Era Detergent Good DealLeo Burnett / TorontoCategory: RadioThe brilliant writing of this radio campaign comes from the team at Leo Burnett Toronto, the 2011 LB Agency of the Year.Voiceover: “Are you one of those guys? Those guys who cut their own hair; who buy underwear in packs of 100; pocket sugar packsfrom coffee shops; only wear reversible clothing because it doubles your wardrobe; have a fake ID so you can cash in on seniordiscounts; have ten course meals on grocery store samples; buy stuff just because it’s two for one, or two-in-one; buy three-ply toiletpaper then split the layers to triple your investment; reuse dental floss; reuse the 1926 calendar in 1993 because the dates matched;reuse bath water, yours or other peoples; reuse the wax paper you sat on at the doctor’s office to wrap sandwiches? If you are thatguy, then you love a lot of bang for your buck, and should organize a carpool to the store and pick up some Era laundry detergent. Eraunleashed an epic amount of [sound effect of ass kicking] on dirt and loads of [sound effect of face punching] on stains for a very ittybitty amount of cash.Era. A lot of fight, for a little dough.” 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 3Q 127 gallery +Kellogg’s - Olympics 2012 SwimmerLapiz / Leo Burnett / ChicagoCategory: FilmIn this beautiful Olympics sponsorship spot from Kellogg’s, featuring USA Olympic medalist Rebecca Soni, a plaintive voiceover asks,‘why does the finish get all the glory: is the win all that matters?’ This beautifully written film takes you back to the beginning, where abowl of Kellogg’s cereal awaits the child who will eventually grow up to become an Olympic athlete.‘For us, there’s no finish without the most important part of the day: the start. Kellogg’s. See you at breakfast.’ Kellogg’s - Special K Resolution Leo Burnett / Chicago Category: Integrated In 2011, Kellogg’s Special K asked women “what will you gain when you lose?” At the start of 2012, the brand declared January 2nd to be “National Weigh-In Day,” and asked women to change the national conversation around weight loss. Using multiple media channels, Special K constructed a campaign that focused on the positive benefits that weight loss would deliver to people, and helped launch a large social movement that helped women achieve their goals. ‘Kellogg’s Special K. Join the movement.’ 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 3Q 127 gallery + Kellogg’s - Rice Krispies Cereal Lovely Rain Leo Burnett / London Category: Film This beautiful spot from Leo Burnett London launched in the midst of one of the wettest and rainiest summers in UK his- tory, making its message quite potent to a nation buried in rain. The soundtrack to this spot is South Africa’s Ladysmith Black Mambazo singing “Beautiful Rain.” The film documents multiple families trapped indoors and in cars waiting for the seemingly interminable rain to ease up. Lucky for them, Kellogg’s Rice Krispies offers a cereal box that kids can color in. “Pick up your rescue pack. Kellogg’s Rice Krispies.”Kellogg’s -Rice Krispie Treat SquaresIt’s All Lies - Bus TourLeo Burnett / LondonCategory: Promo & ActivationAs part of the Rice Krispies Squares‘it’s all lies - they’re not even squares”campaign, Leo Burnett createdLondon’s newest tourist attraction,a guided bus tour hosted by a TVactor who provided both tourists andlocals with a deeply entertaining butabsolutely bogus tour of the UK’scapital. Did you know that every bookin the British Library is edible? Orthat Buckingham Palace is the formerresidence of Freddy Mercury? Thiscampaign earned great PR for thebrand, and delivered a memorableexperience to all its guests. 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 3Q 127 gallery +McDonald’s - Big Mac Big Mac SongLeo Burnett / SeoulCategory: Promo & ActivationKorea has a deep, abiding love of singing competitions. To promote the Big Mac, Leo Burnett Seoul launched a competition to seewho could deliver the best version of the iconic ‘Big Mac Song.’ The competition became hugely popular, and generated a spike inBig Mac sales as well as widespread publicity for McDonald’s in Korea. The winner of the competition eventually became a TV star,and this campaign ultimately picked up a Lion at Cannes for Leo Burnett Seoul. Congratulations!McDonald’s - Happy Price Menu Happy SparrowsLeo Burnett / MumbaiCategory: Promo & ActivationMcDonald’s in India noticed a decline in the population of urban sparrows, as a lack of green spaces was driving the birds to migrateto more hospitable areas of the country. The brand decided to encourage children to give these birds new homes, and with a fewalterations to the Happy Meal box, kids could transform their Happy Meals into makeshift bird houses. Beyond providing a toy in abox, this design work helped make children’s Happy Meal experiences more enduring, while also serving the greater good. 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 3Q 127 gallery + Stage Light & Magic - Pusswedilla Arsetolk Leo Burnett / Colombo Category: Integrated“Pusswedilla” is a theatrical production from Sri Lanka thatchronicles the rise to power of a fictional political leader. Theplay caused a great stir in the country upon its initial release,as it addresses the country’s turbulent political scene anduses satire and caricature to poke fun at many powerfulpeople. The success of the play led to sequels, and during theproduction of the third sequel, the government of Sri Lankabanned the play from being performed, ostensibly becauseof ‘political sensitivities.’ Rather than surrender to this censorship, the play was altered, and rewritten so that it was set in a fictionalcountry, where the people spoke a language called “Arsetolk”. This new play was promoted using only the language of “Arsetolk,” andby employing a variety of media channels, the general public was soon clamoring to see the production. Due to popular demand, thegovernment eventually relented on its ban, and the production was staged, with even the President of Sri Lanka buying tickets to seethe show. Who knew that “Arsetolk” could have such compelling results?Symantec - Norton OmamoryBeacon / Leo Burnett TokyoCategory: IntegratedAn ‘omamory’ in Japanese culture is a protective good luck charm that helps ward off evil spirits. Beacon Tokyo decided to use thiscultural insight as the basis of an integrated campaign promoting Norton’s protective power over all digital data. The agency designed aseries of unique ‘Omamory USB sticks’, that helps users ensure that their data is securely stored and safe from viruses. The immaculatecraftsmanship of these omamories is a credit to Beacon’s design team, and the little details found on both the product and its packagingreflect a deep and nuanced understanding of Japanese culture. This integrated campaign featured a beautiful TV spot, along with amobile app and interactive and POS elements. 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 3Q 127 gallery +Telekomunikasi Selular StrongLeo Burnett / JakartaCategory: RadioThis simple but brilliant radio piece for Indonesia’s Telekomunikasi Seluluar features what sounds like a Jakarta newscaster deliveringa standard traffic report, until you hear cellular interference breaking up the broadcast. Instinctively, you believe your cell phone isringing. By the time you check your phone, the traffic report has ceased and you hear a voiceover tell you that with Telecom Selular,‘there is no escape,’ because you have ‘a strong signal everywhere.’ This device is interruptive and makes great use of the ubiquitoussound of cellular interference that has become so familiar to everyone.Mobinil 8000 Street DirectionsLeo Burnett / CairoCategory: FilmThis TV spot for Mobinil is constructed around the cultural insight that in Egypt, if you ask for directions, people will direct you some-where, even if they’re not quite sure their information is correct. In this amusing spot from Leo Burnett Cairo, an unsuspecting driverfinds himself perched precariously on a cliff because of the suspect directions he received from a stranger. Avoid this with Mobinil,which provides over 8000 street directions to destinations in Egypt. Mobinil. 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 3Q 127 gallery + Google - Play Free-A-Tree Leo Burnett / Moscow Category: Interactive (Cell App) Leo Burnett Moscow wanted to support the WWF in its effort to make people conscious about the ecological cost of producing and reading paper books in an age where digital books are easily available. For that purpose, the agency created the Free-A-Tree mobile application, which can scan the cover of any book in a bookstore, determine how many pages it is, and then tell you exactly how much lumber it took to produce. The app then offers to let you buy an electronic version of the book, and if you do, a percentage of the sale proceeds goes to back to the WWF. You are also given a score by the app based on how many e-books you purchase, and rather than contributing to deforestation, the app shows you a virtual tree you’ve planted because of your decision to not buy paper books. This brilliantly conceived and executed mobile application makes a compelling case for buying e-books instead of paper books. 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 3Q 127 gallery + Miller Brewing Company - Keystone Ice Game In Thumbwrestling ARC / Chicago Category: Design Keystone Ice beer adds value into every pack by featuring a fun cage- match style thumbwrestling arena and ring card girl that can be punched out of every case.James Ready BeerJR Awesome AwardsLeo Burnett / TorontoCategory: Interactive (Facebook)James Ready is the beer of thepeople, and goes out of its wayto make its drinkers a part of thebrand story. In that spirit, LB/Torontolaunched the JR Awesome Awards,a Facebook-centric campaign thatrewarded people in quirky categorieslike “Awesomest Worst Decision”and “Awesomest Haircut.” Peoplesubmitted their own pictures to beeligible, and the brand rewardedthem for participating. This is yetanother low-budget, perfectly targetedcampaign that consolidates JamesReady’s already loyal fanbase. 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 3Q 127 gallery +Diageo - Bundaberg Red Rum CoastersLeo Burnett / SydneyCategory: Design (Point of Sale)These beautiful bar coasters for Bundaberg Red rum feature brilliant copy and exquisitely crafted print visuals. As a point of sale designpieces, these coasters offer rich, inviting brand stories for anyone who sets their drink down.‘Bundaberg Red Rum. It’s as smooth as life is rough.’Diageo - Bundaberg Rum 8-Ball TippingLeo Burnett / SydneyCategory: Interactive (Web Banner)Australian guys love rugby, and spend much of the rugby season online, wagering and looking for tips on who might win matches. BundyRum crafted this interactive web banner to run on a Rugby tipping site during the entire rugby season. Clicking on the magic 8-ballbanner results in a Bundy founder offering up a different tip each week on who will prevail in a rugby match. This simple but entertainingdevice, and the new website skin the agency created to make the banner feel seamlessly integrated resulted in high click through rates. 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 3Q 127 gallery +Singha Corporation - Manchester UnitedFlood Relief Campaign Thailand, Be StrongLeo Burnett / BangkokCategory: IntegratedIn the midst of the worst flooding to hit Thailand in half a century,the Singha Corporation wanted to encourage Thai people tostay strong in the face of adversity. To deliver this message, LB/Bangkok enlisted Singha’s corporate partner Manchester United,the most beloved football team in Thailand. The agency flewto England and recorded messages of support from the MUsquad. These messages launched on YouTube the day the floodshit Bangkok, and also ran on the digital boards at Old TraffordStadium. This perfectly timed PR campaign had enormous reachacross the world, and was a welcome bright spot for the Thaipeople during a period of great turmoil and uncertainty. Hallmark Cards He Said, She Said Leo Burnett / Chicago Category: Film This beautiful spot from Leo Burnett Chicago features two parents digging through a box of their favorite Christmas ornaments, and telling their daughter very different stories behind each one. A split screen juxtaposes the mother and father’s differing accounts, and the beautiful casting, direction, and script of this film give it the realism and authenticity characteristic of the best work Leo Burnett Chicago has produced over the years for Hallmark cards. 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 3Q 127 gallery +Cerebral Palsy Lanka Foundation Whistle Story Sony Entertainment - Kaun Banega Crorepati?Leo Burnett / Colombo (Who Wants to Be A Millionaire?)Category: Film Girl Child Leo Burnett / Mumbai Category: FilmThis hauntingly evocative film shows a child in a wheelchair,repeatedly blowing into a whistle as subtitles appear on screen LB/Mumbai’s groundbreaking campaigns promoting the gametranslating his sounds into language. His whistles describe the show “Who Wants to Be A Millionaire” have tackled complexmotions of the rotating fan in front of him, and he slowly describes subjects as corruption and poverty in an ongoing dialogue withhis envy at the fact that the fan has more ability to move than its audience, to show that the game is not just about money, buthe does. The viewer is left with the striking realization that the about people, virtues, and opportunities. In their latest spot forchild is wheelchair bound, with nothing but the fan to keep him the show, the agency has bravely addressed the thorny issue ofcompany. The spot ends with an elegant appeal for time and sexual biases and gender discrimination in Indian society. Thedonations. film shows a young woman growing up with great promise, who‘40,000 children in Sri Lanka live with Cerebral Palsy. continually faces obstacles to achievement simply because she isPlease don’t keep them a secret. Help them live a better life. a woman. This moving film concludes with a stark message thatCall the Ceberal Palsy Lanka Foundation.’ emphasizes that knowledge is power, and that women have just as much promise and potential as men. ‘Congratulations! It’s a girl.’ 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 3Q 127 gallery +Dartmouth Films - Cocaine Unwrapped Run for Your LifeLeo Burnett / LondonCategory: FilmA crowd of frightened Colombian people run down a dark London street, with expressions of panic unmistakably on their faces. As theyrun, individuals fall to the tarmac, dead, seemingly struck down by an invisible event. As the crowd dwindles to just a few, they burst intoa house where a party is happening, The last few sprint up the stairs, and open the door to the bathroom just as someone inside beginsto snort a line of cocaine. The last runner collapses to the ground in a heap.‘For every line of cocaine snorted in the UK an innocent life is taken in South America. You can’t ignore what’s under your’Nike Japan Shoe Boxxxx: Trading On HistoryBeacon / Leo Burnett TokyoCategory: Interactive (Facebook)To promote Nike in Japan, Beacon created the Shoe Boxxxx,an interactive Facebook application that featured 10,000shoes, every shoe Nike has ever produced. This social appenables people to dive into the brand’s storied history, andcelebrate each of its products by collecting virtual versions ofthem, and trading them with users across the world. The ShoeBoxxxx also offers select vintage Nike shoes for sale, and hasgenerated enormous web traffic for Nike as well as far greaterbrand awareness both in Japan and beyond. The exposure onFacebook has reached 1.8 million people, and monthly offeredshoes are selling out.Nike Shoe Boxxxx. 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 3Q 127 gallery +Fiat - Palio Boob JobLeo Burnett / Buenos AiresCategory: FilmIn this controversial but hugely popular spot from Argentina, a young woman tells her boyfriend that although she knows he doesn’tlike the ‘fake’ women he sees on TV with surgically enhanced breasts, she still wants to get a boob job. The film cuts to a daydream ofthe blissed-out boyfriend swan diving into a huge, imaginary set of breasts.‘Fiat Palio. The car that comes to you in the best time of your life.’ Fiat - Linea The Ball Leo Burnett / Istanbul Category: Film In this well-cast and beautifully directed film, a young boy asks his father for a new ball after he has accidentally punctured his old one. His father puts him into the back of a Fiat Linea and they take a drive to the toy store to purchase a new ball. Soon the new ball is also punctured, and the trip is reprised, over and over again. The boy’s father can’t quite figure out why these balls are so poorly made, but it turns out his son is breaking them on purpose just to take joyrides with his father in the new car. ‘The all new Linea. Welcome to the family. Fiat.’ 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 3Q 127 gallery +Istanbul Toy Museum Tribute to Masters - Barbie / SoldierLeo Burnett / IstanbulCategory: Print‘Tribute to Masters. Istanbul Toy Museum.’In this beautifully crafted print campaign, new toys pay tribute to classic iconic toys from decades ago. 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 3Q 127 gallery +Fox Movies Break Free - Alien 3 / Hollywoodland / The Matrix / Scary Movie 4Leo Burnett / DubaiCategory: Print‘Fox Movies. No Commercial Breaks.’In magazines, ripped ads were placed in between pages displaying iconic movie scenes. By tearing out these promotional ads thatsplit movie scenes in two, this print campaign brilliantly dramatizes the benefits of ‘break-free’ movies. 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 3Q 127 gallery +Woz Die WochenzeitungAlways Critical Campaign -Smartphone / Tablet / NotebookLeo Burnett / ZurichCategory: Print‘Now you can comfortably read our articleson your smartphone for which underpaid mineworkers had to excavate the commodity Coltanin degrading circumstances.‘Now you can comfortably read our articles onyour tablet that has been built by exploited Chineseworkers.‘‘Now you can comfortably read our articles onyour power-consuming and electric smog producingcomputer that later ends up as electronic wastein Africa.’‘Switzerland’s most critical newspaper.Now online.’ 43
  44. 44. A Q U A R T E R LY N E W S L E T T E R F O R T H E G L O B A L P R O D U C T C O M M I T T E E GPC 3Q 127 gallery +Chulabhorn Hospital - Cancer Patients DepartmentThe Birth of Hope / Hope Can Fly / Tree of Hope / Hope GrowsLeo Burnett / BangkokCategory: Print‘Hair for Hope. Every strand of hair gives hope to cancer patients, a new hope for a new beginning.’Leo Burnett Bangkok wanted to help cancer patients in Thailand pay for expensive chemotherapy treatments. The agency enlisteda Thai artist who used the hair lost from cancer patients to craft unique sculptures which became the basis of a “Hair for Hope”exhibit at a prominent Bangkok art gallery. These original pieces were ultimately sold, with all proceeds going to pay for furtherchemotherapy treatments for patients who could not afford to pay for them. This campaign helped save lives, and the postersabove were used to successfully promote the exhibition. 44
  45. 45. A Q U A R T E R LY N E W S L E T T E R F O R T H E G L O B A L P R O D U C T C O M M I T T E E GPC 3Q 127 gallery +Bajaj Electricals - Bajaj FansEggsLeo Burnett / MumbaiCategory: Print‘Get your dining room back.Bajaj Exhaust Fans.’LB/Mumbai created a room where everyavailable surface was coated in eggshells and egg yolks. For a look at themaking of this incredibly detailed printad, check out the video below. Allstate Insurance Retro Leo Burnett / Chicago Category: Print ‘Allstate. The modern way to protect yourself from Mayhem.’ This ad debuted in a retro-inspired issue of Newsweek. The magazine took readers back to 1965 in both design and content to promote the season premiere of Mad Men. Mayhem was re-imagined to show what the campaign would have looked like it if launched in the Sterling Cooper era. The layout, copy, and look of this work reflects the advertising aesthetic of decades past, while also serving to remind people that if you want protection from Mayhem, “you’re in good hands with Allstate.” 45
  46. 46. A Q U A R T E R LY N E W S L E T T E R F O R T H E G L O B A L P R O D U C T C O M M I T T E E GPC 3Q 127 gallery +Leo BurnettThe Leo ShopLeo Burnett / ChicagoCategory: Designwww.theleoshop.bizThe Leo Shop is Leo Burnett’sonline destination for all thingsagency-branded. The storeoffers everything from baseballhats and t-shirts to Moleskinenotebooks and farmer’s marketbags. Products feature designscreated by in-house talentusing classic LB iconographylike apples, stars, pencils, andLeo’s glasses. If you need anew laptop sleeve, or perhapsan LB coffee mug, take a lookat the Leo Shop’s offerings 46
  47. 47. 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 3Q 127 gallery +Leo Burnett - Internal Promotions The Leo BookLeo Burnett / SydneyCategory: DesignLB/Sydney produced this exquisitely crafted portfolio book to present to potential clients during new business pitches. The book’s3D cover was crafted using poured resin, and perfectly conveys the “ripple effect” of LB/Sydney’s “ideas that spread.” This stunningbook serves as a compelling showcase for the care and attention to detail that LB/Sydney lavishes on all of its work, and gives clientsa memorable first impression of the impressive skill set Leo Burnett Sydney brings to bear on everything they do. 47