An internal motivation piece created for Leo Burnett Manila which served to remind people of the importance of constantly striving for 7+ work. This was subsequently adopted by all offices throughout the Asia Pacific region.

1. Leo Burnett Manila 7+ Promotional Campaign

2. Background to 7+ Every quarter, Leo Burnett offices around the globe submit their work to Chicago and have it graded against a 1-10 scale. 1 representing “Appalling”, 10, “Best in the world bar none”. The aim is to score 7 or above. This campaign is an internal motivation piece designed to remind people of the importance of striving for 7+.

3. Our theme...

5. “ 7+ or Die” took the form of a oversized manga comic strip. It’s a classic conflict between good and evil, as our idealistic and passionate protagonist battles his opponents to protect the integrity of the 7+ idea.

8. Each of our hero’s opponents represents a barrier to 7+ work. For example, “The Blindmaster” with his low standards refuses to see anything new. He has horrible taste and wields as his weapon the Staff of Complacency.

12. Then there’s “Carbon Copy”, the queen of the repeated insight, execution and strategy. She activates her power by chanting a formula.

15. The story goes on to feature our hero battling a host of other colorful rogues.

16. The Sandman

18. Rush and Shortcut

21. Masquerade

23. White Flag

26. Etc.

27. Maximizing the impact and ensuring involvement

28. Each installment was rendered as a giant comic strip page and hung from the interior walls of the agency. With every week came two new episodes and two new panels. The story literally unfurled around the whole agency. By the time the story finished, every wall in every department carried an episode.

36. There was no escaping the message.