2Q13 Pencil Shavings

GPC 2Q 13
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A Letter from Mark
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
Dear Friends,
The last few months have been hectic and exhilarating, filled with constant travel that’s left me with scarcely
any time to reflect upon the impressive haul of metal Leo Burnett offices have accumulated at the world’s most
prestigious advertising award shows. The good news has been coming in at a steady clip since early May, when
a sizable group of Burnetters from across the world gathered in Moscow, for an Executive Leadership Team
meeting and the 2Q13 Global Product Committee. We spent a busy week diligently working in the Russian
capital, and then departed to points across the world with the wind at our back, confident about our company’s
smart strategic maneuvers and bolstered by the brilliance of a fresh new collection of beautiful 7+ work. In the
weeks immediately after the GPC, Leo Burnett had strong performances at the One Show, at the Clio Awards, at
El Sol de IberoAmerica, at D&AD, and finally at the 60th annual Cannes Lions International Festival of Creativity,
the pinnacle of all advertising festivals. I’ve just returned from Cannes, where Leo Burnett had a record-breaking
week, capping off a remarkable run of resounding success. Our performance on the world stage makes me
deeply proud to be a part of this company, and I can’t thank all of you enough for all the hard work that’s led us
to this point. Our sustained global success is testimony to our unified company culture; we walk together, we
strive together, we feed off each other’s passion, and we celebrate each other’s successes as our own. We are
a deeply talented family, sharing a heritage, a worldview, and a future that grows brighter with each passing day.

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The GPC was lucky enough to be in Moscow during the week of the city’s annual Victory Day Parade, a festive
state celebration commemorating the Red Army’s triumph over Nazi forces in May of 1945, marking the end of
what the Russians call their Great Patriotic War. Our group took a quick break from evaluating work to venture
up to the hotel roof so we could marvel at Russian fighter jets performing acrobatic flyovers above the Kremlin,
as columns of tanks and military vehicles paraded through the streets below. This dramatic “show of force”
was the theme of our entire week in Russia. The creative firepower of our network was on full display, and as
the GPC mulled over almost 600 submissions, from offices across the planet, it became clear to the panel that
our network is close to firing on all cylinders. Even ideas that fell a little short of being 7+ had strong merits to
them, and there was an abundance of pieces rooted in smart strategic thinking. The collection of 7+ work in the
following pages represents the best of what we saw in Moscow, and it’s a fascinating compilation of exquisitely
crafted ideas executed across a range of communication channels. It is the “creative show of force” that our
colleagues in Leo Burnett Moscow promised us, and I hope you find this work as awe-inspiring as we did.
I departed Moscow with high hopes for Leo Burnett at Cannes. Every year, Cannes is the focus of an enormous
amount of time and energy, and we hope to leave the festival with an ever increasing haul of Lions, our own
“creative show of force” that positions Leo Burnett in its rightful place alongside the best agencies in the world.
This is our goal, not because we need any more shiny trophies to fill our offices, but because the Cannes Lions
Festival of Creativity is indisputably the barometer for our entire industry. The health of our company is directly
tied to our creative performance. Every year, an increasing number of clients descend on the festival, looking
for the people and agencies they want to work with. These thousands of clients come to Cannes to learn and
be inspired, and they are seeking out the most creative marketing people in the world to serve their brands. To
stand tall on stage at Cannes and collect a lion opens up countless new doors, each of which inevitably leads
to new business opportunities and increased revenue. In an economic climate fraught with uncertainty, the
most bankable and reliable asset is still creativity. Creativity moves markets. Creativity can dramatically alter the
trajectory of businesses, because creativity has the power to change human behaviour. We put a laser sharp
focus on the Cannes Lions Festival of Creativity because even after 60 years, a Cannes Lion remains the most
universally recognized award denoting creativity in business. Cannes is the measuring stick by which we are all
measured, and every year, the festival sets the bar for creativity a little bit higher.
I’m deeply proud of Leo Burnett’s performance at
Cannes 2013. Our network had a record-breaking 215
pieces shortlisted across all categories, the most in our
history, and ultimately we won 53 Lions, the second
highest total in our network’s history. 30 of our offices
earned shortlist nods, and ultimately, 17 Leo Burnett
agencies earned a total of 7 Gold, 18 Silver, and 28
Bronze Lions. This stellar performance is a result of
countless hours of hard work by passionate, dedicated,
and talented people. I want to congratulate each and
every one of you who helped deliver these outstanding
results.
A Creative Show Of Force

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Our presence at Cannes was a success on multiple levels. While our work
was winning praise from all corners, a dedicated team was spearheading
one of the most talked-about recruitment efforts the festival has ever seen.
In the midst of the world’s largest gathering of creative talent, Leo Burnett
launched “Show Us Your Bling,” a tactical campaign designed to reach
out to 2013 Cannes Lion winners and deliver congratulatory VIP treatment
to them. By offering up enticing incentives to new Lion winners, the best
and brightest talents at Cannes found themselves talking to Leo Burnett about
their futures as they basked in unexpected rewards. A dynamic team of
creative recruiters led by Debbie Bougdanos ensured that every Gold Lion winner was knocking at our door, as
they enjoyed perks like helicopter rides, cutting in line at the Gutter Bar, and access to exclusive parties. Our
recruitment effort was so popular and successful that Contagious Magazine called it the festival’s “Best Agency
Self-Promotion.” This kind of drive and creativity channeled into our recruitment efforts is one of the reasons
why Leo Burnett attracts a fresh new influx of phenomenal talent every year. We are only as good as our people.
Leo Burnett’s annual WILDFIRE
seminar at Cannes was also hugely
successful. Hosted in conjunction
with Contagious Magazine, we once
again packed the house to lead a
compelling discussion entitled “Full
of Tomorrow”, in which we explored
how fledgling, future-facing technologies are changing the ways people interact with brands and products.
Over the last few years this seminar has become one of the festival’s most compelling draws, and in 2013, Paul
Kemp-Robertson from Contagious and our own James Kirkham, Leo Burnett’s newly appointed Global Head of
Social and Mobile, left attendees with a thought-provoking portrayal of technologies that will shape the future.
Our clients also left Cannes riding high. Coca-Cola departed the festival having won the prestigious title of
Creative Marketer of the Year, a fitting testament to their dogged determination to pursue great creative ideas.
Our global photographic salute to them through the #toCoke hashtag was a beautiful gesture that honored
their commitment over the years to creativity. The way our agency came together
across the world to participate in this toast to Coca-Cola was truly touching. But this
symbolic gesture was hardly all we brought to the table: our brilliant “Small World
Machines” work produced collaboratively by LB/Sydney, Chicago, and Buenos Aires
was universally beloved at the festival, and earned multiple Gold lions for Coca-Cola
across several categories. Delivering groundbreaking, innovative, Lion-winning work
for one of our vital multinational clients is something I want to see happen every year.
Beneath the brightest lights, under the harshest scrutiny, our work spoke for itself.
Congratulations to the team that developed “Small World Machines,” which is the
very essence of a HumanKind act, a compelling, meaningful gesture that enriches
lives, rooted in the brand’s human purpose of spreading happiness across the planet.
Leo Burnett @ Cannes 2013

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There is so much more I could tell you about Cannes 2013, about Leo Burnett’s presence in the Palais, and
about how our work was received and the recognition it earned. I could tell you about the lifetimes worth of
knowledge served up by so many master teachers and creative savants, to grateful audiences soaking up their
offerings like sponges. I could tell you about life changing conversations, about late night encounters, about
hard mornings spent recovering from triumphs that people have been working towards for their entire careers.
I could describe surreal moments on stage under spotlights that people will savor for decades. Cannes serves
as a crucible for all kinds of stories, but suffice to say, I’ll simply report that Leo Burnett stood tall amongst the
best in the world. Our ideas held their own. The passion and ambition that suffuses our best efforts was on full
display. Part of the heritage of laboring under the Leo Burnett banner means that we’ve inherited the desire for
greatness that our founder built his reputation and company on. Sometimes, in moments of great triumph, on
the rare occasion that we indeed grasp “one of those hot, unreachable stars,” that desire is temporarily sated,
as it was on stage at Cannes this past week. But those moments are fleeting, and a deeper hunger still remains,
for ever more greatness to feed and sustain it. And so it begins again. The path to Cannes 2014 starts now.
What are you bringing to the table?
I want to thank the Leo Burnett offices that worked so hard to earn lions in 2013. Amsterdam, Bangkok, Buenos
Aires, Chicago, Colombo, Dubai, Frankfurt, Lapiz, London, Moscow, Mumbai, New York, Paris, Sao Paulo, Sydney,
Toronto and Zurich each won one of the most coveted creative awards in the world. Our winning work covers
a range of categories and represents a vast and diverse skill set operating across many different channels. I
raise a glass to the teams who conceived, and then fanatically polished and refined their ideas until they were
unequivocally worthy of being held up as best in class executions, crafted to within an inch of their lives. I urge
all of you to survey our winning work, and to take pride in it, and to aspire to it. Our goal remains the same as
it was when our founder laid down the gauntlet so many decades ago: to be the best in the world, bar none.
After all the excitement of the past few weeks, I’m grateful to have some time to relax and take it all in. Please
look over the 2Q13 7+ work, as well as the groundbreaking campaigns we’ve produced that won Lions at
Cannes. Let this work serve as both inspiration and motivation, and as a road map for where we want to go.
I want to thank our good friends in Leo Burnett Moscow for hosting a phenomenal GPC in their rich and vibrant
city. LB/Moscow has been ranked as the top agency in Russia for 5 years running, a testament to Moscow’s
talented leadership team and their incessant push to be the best. Vladimir, Misha, Ilya, Selim, Julia, Anna, and
Michael orchestrated an incredible week for us, and all of us left Russia with a deep appreciation for their culture
and home. I hope to return to soon, because we really only caught a tantalizing glimpse of a truly amazing place.
I thank you all for your hard work. Let’s build on this. Success breeds success. We have much to be grateful for,
but miles to go before we sleep.
Kind regards,
Mark Tutssel
Chief Creative Officer
Leo Burnett Worldwide

GPC 2Q 13
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We are the ultimate people watchers.

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ContentsThe 2Q13 Global Product Committee 7
Does Award Winning Advertising Sell? The Client Perspective. 8
The Black Couch Series:
Fernando Bellotti on Trust & Conviction 9
The 2Q13 8-Balls 10
The 2Q13 7+ Gallery 17
“A copy of a speech which recently came across my desk hit me between the eyes.
It pertained to the editorial policy of a magazine, but it puts into new perspective
some of the things which this agency stands for, and a point of view which has
contributed much to our success to date.
It quoted Herbert Bayard Swope who, when asked for a formula for success, said:
“I can’t give you a formula for success. But I can give you a sure-fire formula for
failure - just try to please everybody.”
It went on to say in effect that the minute you start watering down a creative product
with cautious concessions to “me-tooism,” your character and your integrity are
lost.
“The essence of American business,” says the speech, “is risk. The day it ceases to
take risks, that day it ceases to be either American or business.”
In the creative arts “the most ignoble of all philosophies is the rabbit policy of ‘safety
first.’”
There is no better way to wreck yourself than “to seek the security of agreement…
by sailing close to shore, inside the snug harbor of tradition.’”

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The 2Q13 Global Product Committee
Milo
Williams
London
Mark
Tutssel
Worldwide
Sompat
Trisadikun
Bangkok
Dave
Loew
Chicago
Rosalie
Geier
Chicago
Subhash
Pinnapola
Colombo
Anthony
Chelvanathan
Toronto
K.V. “Pops”
Sridhar
Mumbai
John
Wyville
Chicago
Peter
Kacenka
Bucharest
Vikram
Pandey
Mumbai
Jennifer
Skidgel
Chicago
Steve
Persico
Toronto
Brian
Capel
Jakarta
Fernando
Bellotti
Buenos Aires
Bechara
Mouzannar
Beirut
Fuad
Ahmad
Bangkok
Farid
Chehab
Beirut
Anja
Radulovic
Belgrade
Ben
Newman
London
Selim
Unlusoy
Moscow
Vladimir
Tkachev
Moscow
Mikhail
Kudashkin
Moscow
Vincent
Geraghty
Chicago

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Does Award Winning Advertising Sell?
The Client Perspective at Cannes 2013
Over the last 30 years, the Leo Burnett company has repeatedly researched the question “does award-winning
advertising sell?” Through countless internal studies, we’ve repeatedly and categorically proved that there is a
direct correlation between award-winning creative work and marketplace success for brands. But don’t take
our word for it. At Cannes 2013, the world’s biggest clients were beating this drum enthusiastically. For the
first time this year, 25 percent of all the delegates at the Cannes Lions Festival of Creativity were clients. Their
numbers are swelling every year, and they come because they recognize the competitive advantage that great
creativity provides for their businesses. In the video below, leaders of three of the world’s most successful
multinational companies talk about “the Business Case for Creativity.” Jonathan Mildenhall of Coca-Cola, Mark
Pritchard of Procter & Gamble, and Andy Fennell of Diageo each offer indisputable rationales for why creative
award shows are critically important to their overall outlook. It’s simply business calculation. Please take the
time to view this video. Andy Fennell, the Chief Marketing Officer of Diageo offers this notable quote at the end
of the video, and his thinking has distinct parallels to our own HumanKind scale for assessing our product:
“I think creative excellence is pivotal to drive brilliant performance. I mean, I can almost prove that 10 out
of 10 work drives business results that 7 out of 10 work doesn’t. We’ve always felt that; we felt that when
it was all about traditional advertising. We feel that now that content comes in so many different forms. So
we’ll risk a 3 out of 10 in pursuit of a 10, because 10’s change the trajectory of your business, and 7’s don’t.”

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The Black Couch Series:
Fernando Bellotti on Trust & Conviction
The 2Q13 GPC was privileged to listen to Leo Burnett Latin America’s
Regional ECD Fernando Bellotti deconstruct and describe the creative
process behind some of the award-winning work he’s helped create over
the last decade at LB/Lisbon and LB/Buenos Aires. In 2005 Fernando
won Portugal’s first Gold Lion for the masterful film “Alzheimer’s” he shot
for the Institute for the Support of Abused Children. In a candid and far-
reaching interview, Fernando described the journey this film took from
conception to execution, and he also touched on the creative process
behind other notable work he’s created in recent years for Fiat, Garbarino,
Car One, & Jeep in Argentina. The panel was enthralled with Fernando’s
insights, and he generously summarized some of his thoughts by offering
up a handful of thought-provoking slides titled “a few things I’ve learnt”,
which concluded the conversation. To watch this quarter’s Black Couch Series interview, click on this page
and listen to a master storyteller talk about how passion and persistence are essential components to the
painstaking tasks of building effective client relationships and selling good ideas. Fernando’s perspective is
invaluable, and the GPC was delighted as always to hear him discourse on the path to greatness.

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Chrysler - Jeep GPS to Get Lost
Leo Burnett / Buenos Aires
Category: Integrated / Film
An innovative GPS application available exclusively in Jeep vehicles
gives drivers the option to choose directions to get lost in nature,
far beyond familiar territory. This brilliant initiative perfectly captures
the brand purpose of Jeep, which is to provide drivers with the
freedom to escape to uncharted destinations where only off-road
vehicles can travel. A beautifully crafted film showcases how this
product functions, as a frustrated office worker gets into his Jeep
and is directed out of the city into progressively rougher terrain until
he finds himself alone on a beautiful deserted sand bluff overlooking
a stunning beach. Only a Jeep 4x4 could lead to you this place, a
place you would never find without a ‘GPS to Get Lost.’
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Cerveceria Modela - Corona Drink Blow Drive
Leo Burnett / Mexico City
Category: Promo & Activation
In Mexico, 600 people are killed each week in accidents related
to drunk driving. To combat irresponsible drinking, LB/Mexico
City worked with Corona to devise an ingenious breathalyzer
device that was used in bars and restaurants which featured
valet parking. When people arrived and gave their keys to
the parking valets, the valets deposited the keys inside these
cases. At the end of the night, when guests wanted to drive
home, they were asked to blow into the breathalyzer device in
order to retrieve their keys. If the guest’s blood alcohol level
indicated drunkenness, the device remained locked, preventing
them from driving, and Corona graciously provided a designated
driver to chauffeur the guest home safely. If the device sensed
that a person was not impaired and could drive safely, the
keys were released, and the guest received a coupon for their
responsible drinking. This brilliant device has been utilized in
a few Mexico City establishments, and will soon be rolled out
on a larger national scale. This beautifully crafted activation
idea for Corona encourages responsible drinking, while actively
keeping dangerous drivers off the road.
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Delipapier - Le Trèfle Emma
Leo Burnett / Paris
Category: Film
An insufferable husband enthralled with his iPad
lectures his wife for her old-fashioned ways, as
she navigates her day relying on books, post-it
notes, and print outs. His condescension grows
increasingly intolerable, until at long last his
absolute dependance on his tablet leads to a
hilarious comeuppance in the bathroom. This
delightful film went viral globally within days of
its release, and is a great example of concise,
insightful storytelling that resonates with people.
‘Paper has a great future. Le Trèfle.’
Geeta Agro Products
- Bio Farm
Good Paper Project
Leo Burnett / Mumbai
Bronze Cannes Design Lion
Category: Design (Packaging)
Leo Burnett Mumbai’s design team was asked to
create new packaging for an organic fertilizer, and
delivered an outstanding and unique solution by
creating packaging composed out of the product
itself. By compacting organic fertilizer into heavy
paper, and printing on it with organic ink, the team
developed compostable packages that could be
torn up into little pieces and planted alongside the
contents of each package. This simple but brilliant
idea is perfectly targeted to an audience concerned
with sustainable agriculture, and the witty and
insightful writing on the packages differentiates this
brand from all of its competitors.

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Wijeya Newspapers - Adha Newspaper Unity paper
Leo Burnett / Colombo
Bronze Cannes Media Lion
Category: Print
In 2009, Sri Lanka’s brutal 30-year civil war finally came to an end. Four years later, the reconciliation process between the warring
factions of the country remains a work-in-progress. These two communities speak two completely different languages, which utilize
different scripts. Adha, a mass-market daily newspaper asked Leo Burnett Colombo to find a way to bridge the divide between these
two communities, specifically around the Sri Lankan New Year’s holiday, which is celebrated by both groups. The agency responded
by creating a bilingual newspaper that united the two alphabets, juxtaposing similar letters in Sinhala and Tamil which helped educate
each community about the other’s language. Through elegant typography and graphic design, the agency constructed a beautiful
campaign promoting the Adha “Unity Paper,” a first-of-its-kind publication written in both languages and targeting both groups. This
publication and the campaign around it was hugely popular in Sri Lanka, and helped both communities take a few important steps
towards a sustainable peace and mutual understanding.
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Indian Red Cross Society
Blood Donation
Category: Design (Poster)
‘Gift blood this Christmas.
Indian Red Cross Society.’
This image adorned greeting cards
and posters to encourage blood
donations at the Indian Red Cross
during the 2012 Christmas season.
This is a beautiful example of
graphic design at its absolute best.

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Colombian League Against Cancer Cancer Tweets
Leo Burnett / Bogotá
Category: Interactive (Twitter)
One of the most devastating aspects of cancer is the way it creeps
up on you. It’s a silent disease, often diagnosed at a very late stage
because of the stealthy way it conceals itself: every year millions of
people die because they ignore cancer’s symptoms for far too long.
To raise awareness of this fact, Leo Burnett Bogota created the
Cancer Tweets campaign for the Colombian League Against Cancer.
The agency created seven Twitter accounts, one for each of the most
lethal forms of cancer, and gave them quirky names like @boob_lover
(for Breast Cancer) and @shithappens (for colon cancer). These
virtual cancer accounts then innocuously began to follow thousands
of people online, including celebrities, at first in silence, spreading
throughout the web unchecked and largely unnoticed. Only after quite
some time did these virtual cancer accounts announce their presence,
gradually becoming notable presences in people’s feeds through
increasingly cryptic tweets. At first, few of the people on Twitter took
note of the virtual cancers following them. Only when these ‘cancer
tweets’ became quite overt did people engage in conversation with
the virtual cancers, and for those who detected it early, virtual cancer
stopped following them and sent them a message. For those people
on Twitter who ignored the virtual cancers, they ultimately received
a message like this one: “@lastbreathe is a lung #virtualcancer that
talked to you but you ignored it. If it was a real cancer, you’d be in a
terminal stage now.”
This brilliant campaign makes perfect use of the Twitter platform to
convey a dramatic truth about the nature of cancer and the need for
people to be diligent about paying close attention to their health.

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Procter & Gamble - Gain Detergent Soccer / Zombie / Horror / Rocker
Lapiz / Chicago
Bronze Cannes Press Lion
Category: Print
Accidents are waiting to happen. This exquisite, highly-awarded print campaign from Lapiz utilizes marvelous illustrations to create
dramatic, visually arresting images.
‘Stains happen. Gain.’

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Procter & Gamble - Tide Tablecloths
Leo Burnett / Colombo
LB/Colombo crafted a series of unique restaurant tablecloths
designed to look like giant cloth garments. After customers ate
messy meals and spilled food on these vinyl tablecloths, a few
quick swipes with a napkin renders the tablecloths spotless,
dramatizing how easily Tide helps clean up messy stains on
clothing. ‘Tide. Don’t be scared of stains.’
Procter & Gamble - Tide Self-Washing T-Shirt
Leo Burnett / Warsaw
College students are notorious for bringing loads of dirty laundry home for their parents to wash. LB/Warsaw used this insight to reach
a new generation of students with a message about the ease and power of using Tide washing detergent. The agency created a self-
washing T-shirt, which has Tide detergent printed onto a design depicting mother weary of washing endless loads of dirty laundry. To
wash the shirt, simply place it in water or in a washing machine. This agency initiative is in its early stages and will likely be rolled out
on a larger scale in the year to come. Tide.
Procter & Gamble - Bounce Forget About It
Leo Burnett / Toronto
Category: Interactive (YouTube)
This quirky spot leverages the eminently forgettable quality
of Bounce Dryer Bars by inserting the product into one of the
most famous viral video scenes of all time, and wryly observing
that its presence is completely inconspicuous. Why? Because
with the Bounce Dryer Bar, you can simply ‘Stick it and Forget
It.’

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Bajaj Electricals - Bajaj Lights Light Box
Category: Design (Packaging)
Diwali is India’s ‘festival of lights,’ and is celebrated
throughout the country with fireworks and festive and
colorful lighting displays. Bajaj decided to help people
celebrate Diwali by altering the packaging of its light
bulbs, creating cardboard packaging that could be
easily transformed into marvelous aesthetic light fixtures
with just a few small adjustments. This beautiful design
work is the epitome of a HumanKind act, that enriches
people’s lives through brand communication that’s smart,
well-crafted, and insightful. Congratulations to the LB/
Mumbai design team for a fantastic idea that’s been
executed brilliantly.
Daayita Jewelry Designer Wearable Business Cards
Leo Burnett / New Delhi
Category: Design (Business Cards)
It’s not easy to create an original, impactful, and memorable business card that people will
keep and remember. LB/New Delhi has done just that with these beautiful, ornate pieces
of wearable jewelry for Daayita Jewelry Designer. Each small card transforms into a set of
earrings or a lovely pendant.

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WWF - Earth Hour Sleep Naked
Leo Burnett / Singapore
Category: Integrated
Earth Hour has moved beyond its initial symbolic act of turning
lights off for an hour, into an activation platform that encourages
participants to make significant changes to their lives that have a
far greater impact. In 2013, Earth Hour participants in Singapore
challenged the population to turn up their air conditioning by a
single degree all year round to help conserve energy. As part of the
“I will if you will” platform, an integrated campaign urged the nation
to “sleep naked”, and yielded impressive results that will have a
far-reaching impact on energy-conservation over the course of an
entire year. ‘Earth Hour. Go beyond the hour. I will if you will.’
Next Condoms - Earth Hour Earth Hour Condoms
Leo Burnett / São Paulo
Next Condoms wanted to encourage participation in Earth Hour 2013. In collaboration
with Leo Burnett, the brand manufactured limited edition glow-in-the-dark Earth Hour
condoms, giving people a truly enticing reason to participate in a voluntary hour of
darkness. Worldwide environmental solidarity has rarely felt so good.

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B Bicycle Culture Magazine Carma Project
Leo Burnett / Lisbon
B Bicycle Culture is a magazine that promotes cycling as a life
choice. To provoke a wide-ranging public conversation about the
relative merits of bikes versus cars as a means of transportation
for people, LB/Lisbon created a unique, one of a kind bicycle
called “Carma”, which was constructed entirely out of car parts
salvaged from a junk yard automobile. This bicycle built out of
used car parts became the centerpiece of a compelling integrated
campaign. The bike was equipped with a GPS device, and made
available publicly on the streets of Lisbon for people to ride it. The
campaign encouraged people to ride Carma until the bicycle’s
use offset all the gas-powered miles driven by the car it came
from. Ingenious media executions helped drive attention to this
campaign. Posters were created using old automobile motor oil
as ink, and a unique ‘Carma’ font was designed using some of
Carma’s lines and angles as source material. A short ‘Carma’ film
was also produced and submitted to film festivals. The bike itself
toured Portugal, earning greater publicity for the project, and
helping to foster a deeper dialogue about the role of and merits of
bicycles in a culture dominated by cars.

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B Bicycle Culture Magazine Carma Project
Leo Burnett / Lisbon
Category: Design (Posters) / Design (Typography)
As part of the Carma integrated campaign, Leo Burnett Lisbon
designed a beautiful font inspired by the structure of the Carma
bike. This quirky and angular typeface is meticulously crafted and
quite unique. The agency also produced a series of immaculate silk
screened posters, created using old motor oil from the junk yard car
that originally served as the source for Carma’s frame. The attention
to detail evident in these pieces earned high praise from the 2Q13
GPC, who loved the art direction and thinking behind this work.

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The Tutor Crowd Taking the Classroom to the Streets
Arc / London
The Tutor Crowd is a company that delivers free English lessons online.
To raise the profile of this company and to encourage students and their
parents to consider contacting them for their services, a guerrilla street
art campaign was devised by Arc. Misspelled graffiti on the streets of
London was identified, and its grammar was corrected in situ, and the
corrections were tagged with bright, attention-getting stickers. This idea
led to phenomenal results for the Tutor Crowd, and a spike in students.

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Raise the Roof Repackaging Help
Raise the Roof is a charity that helps the homeless in Canada. For
many years, the charity has been selling toques, with all proceeds
going to benefit the organization’s work. In an effort to clarify
exactly where the money was going from the sale of these hats, an
eye-catching ambient piece was placed in a high-traffic area, and
each toque was packaged with a different message detailing the
many different ways Raise the Roof supports the homeless. This
effort boosted toque sales and helped increase public awareness.
Raise the Roof
Thank You For Helping the Homeless
Category: Ambient
These ambient pieces for Raise the Roof offer
gratitude to people who bought toques to support
the homeless in Canada. Large stickers were
placed in spots where toque sales had directly
affected homelessness, and these pieces thanked
the generosity of buyers for helping to address an
ongoing problem filling the streets of Canada.

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Unidog The Dreaming Dogs Project
Leo Burnett / Bangkok
The number of homeless stray dogs in Thailand increases daily. To encourage people to adopt strays from Unidog, LB/Bangkok created
“the Dreaming Dogs Project,” where evocative dog dreams were painted onto balloon thought-bubbles which were then tied to the
necks of dogs in high-traffic areas. These balloons told emotional stories that appealed to people passing by, leading to a spike in dog
adoptions from Unidog.
Association of People With Physical Disabilities - APDI
Supportive Balloons
LB/Bangkok wanted to raise funds in order to purchase and repair wheelchairs for ADPI,
who would supply wheelchairs to disabled people who need them. Broken wheelchairs
were installed in public areas. Each chair was missing a wheel, and leaned over to one
side. We then asked people to buy supportive helium balloons that could be tied to one
side of the broken wheelchair, elevating it to make the chair appear functional. Over
17,000 balloons were sold to the public, transforming this simple gesture into a 12%
increase in the organization’s annual fund raising. The success of these installations
helped turn these supportive balloons into a symbol of hope for disabled people.

GPC 2Q 13
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Mujeres Latinas En Accion Money Calendar
Lapiz / Chicago
Category: Design (Calendar)
Mujeres Latinas en Accion is an organization that works to support women who are trapped
in situations and victims of domestic violence. To help raise money for this organization, the
creative team at Lapiz designed a unique “money calendar”, that helps people collect their
spare change on a daily basis. At the end of the month, users can make a few simple folds to
transform the calendar into an efficient mailer that can be easily sent to the organization’s fund
raising department. Once fully complete, each calendar brings in about $55 to Mujeres Latinas
by the end of the year. This work resulted in a boost in fund raising.

GPC 2Q 13
26
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Offre Joie Volunteers Don’t Seek Recognition
Leo Burnett / Beirut
After a devastating car bomb destroyed a major neighborhood in
Beirut, volunteers came together to help rebuild the neighborhood,
without asking for any recognition for their actions. This kind of
selflessness led Lebanese NGO Offre Joie to create a powerful
campaign documenting this effort, which concluded with a call to
action asking people to “join them in the joy of giving.” This timely
and successful campaign quickly became the talk of Lebanon.
Amnesty International Empathy Calendar
Leo Burnett / Warsaw
Category: Design
To dramatize the long, drawn out sentences of global prisoners of conscience, who are often locked up with no idea for how long
they’ll be incarcerated, Leo Burnett Warsaw created the ‘Empathy Calendar,’ a 100 meter long concrete wall that documented each
day with a single bleak line. By dramatizing time spent in prison in such a visceral way, the wall calendar generated attention and news
for Amnesty International’s call to “set the imprisoned free.”

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27
gallery7+
Norwegian Airlines The Tailfin Election
Leo Burnett / Oslo
This integrated campaign for Norwegian Airlines leveraged the
popularity of local Norwegian heroes to help build enthusiasm
for the national air carrier. Each regional community was asked
to nominate a local hero, whose candidacy was then voted on
by the entire country. This nationwide election was held online,
and the winners had their faces plastered onto the tailfins of
planes. The widespread PR generated by this campaign served
the brand well, and helped earn Norwegian Airlines the loyalty of
people throughout Norway’s various regions.
Chrysler de Venezuela - Jeep Cherokee Travoa
Leo Burnett / Caracas
Category: Interactive (App)
Venezuela is full of unexplored places, and rough terrain that holds
indigenous tribal people that few people ever encounter. Jeep
wanted to encourage people to drive their 4x4 vehicles to new
uncharted places, and did so by creating a mobile app that provided
the world’s first translations of some of the indigenous languages of
Venezuela. The app became one of the most talked-about mobile
apps in the country, and generated publicity for Jeep that high-
lighted the brand’s claims that it’s 4x4 vehicles can take you where
no others can.

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gallery7+
McDonald’s A Ring to Bring Them Closer
Leo Burnett / Moscow
Bronze Cannes Media Lion
McDonald’s in Russia is building a House for Moms next to a Children’s Hospital, which
will provide mothers with a close place to stay near their kids as their children undergo
treatments and operations. To raise funds for this initiative, McDonald’s let kids in the
Children’s Hospital design wire rings to give to the people they missed the most during
their hospital stays. These ring designs were then replicated and sold in McDonald’s
restaurants nation-wide, with the stories of the kids who made them incorporated into
the packaging. All proceeds from the sales of these rings went to finance the House for
Moms. This integrated campaign utilized multiple channels, including a social media
app, all of which helped raise the necessary funds for the construction of this building.
McDonald’s Holding Hands
Leo Burnett / Jakarta
Category: Film
This beautiful spot tells the story of a young man who spends an
afternoon nonchalantly trying to hold his girlfriend’s hand for the
first time. Unfortunately, the right moment is elusive. Only when the
young couple sits down to eat at McDonald’s do their hands finally
come together, as their fingers accidentally graze while reaching
for the last fry at exactly the same time. McDonald’s. I’m loving it.
McDonald’s - Happy Meal Kids & Boxes
Leo Burnett / London
Category: Film
This beautiful commercial moves the conversation from ‘toy in
a box’ to ‘joy in a box.’ Impeccably crafted, the film opens on
a room full of boisterous children, who are having an inordinate
amount of fun playing with a pile of empty cardboard boxes. The
spot then asks the question every parent has wondered: ‘what
is it with kids and boxes?’ McDonald’s. Happy Meals.

GPC 2Q 13
29
Coca-Cola - Coke Studio Reflection of Music - Art Vending Machine
Coke Studio is a TV show where diverse musicians from different genres collaborate to make
unprecedented fusion music. To promote the show, LB/Mumbai created a series of unique
vending machines, that dispensed customized art to each customer who bought a can of
Coke. The machines took pictures of each person, and then printed out a piece of abstract
art comprised of a multitude of musical instruments laid out on a page. When the buyer
placed their Coke can on a designated spot on the page, they could see their own image
reflected in the can, composed out of the musical instruments laid across the print out. This
unique, bespoke art helped successfully promote the second season of Coke Studio.
Coca-Cola - Coke Studio Reflection of Music - Installation
Category: Ambient
Giant installations were constructed in high-traffic areas to promote the second
season of Coke Studio. A mix of western instruments and Indian classical music
instruments were arranged to create abstract patterns on big floor spaces. Once
these instruments caught people’s attention, a larger-than-life Coke can was
placed in the center of this installation, and a reflection of the abstract art on the
Coke can revealed beautiful portraits of famous Coke Studio artists.
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Coca-Cola Shine
Leo Burnett / Los Angeles
Category: Print / Posters
‘Coca-Cola.. Open happiness.’
Togetherness creates happiness. These lovely images show the brand sitting at the heart of human connection. This series of elegant,
beautifully crafted outdoor posters make great use of the iconic Coke bottle shape.
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31
James Ready Beer
How Many Beers For That?
Beer has always served as a kind of currency
between friends. James Ready Beer decided to
formalize this by printing ‘official beer contracts’
on the backs of bottle labels, where people could
agree on tasks or favors performed in return for
a certain quantity of beer. Messages printed on
bottle caps highlighted this idea, and a facebook
app encouraged people online to devise and
haggle over their own beer contracts. The James
Ready Beer Bartering system proved to be a
hugely popular activation campaign.
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32
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Leroy Merlin
50 Rubles / 100 Rubles
/ 500 Rubles
Leo Burnett / Moscow
Bronze Cannes Outdoor Lion
Category: Print (Posters)
‘Everything for your home at low prices. Leroy Merlin.’
Leroy Merlin is a DIY-home improvement retailer that
sells building and construction supplies. To highlight
the store’s many offerings, available at affordable
prices, LB/Moscow created this print campaign, that
shows the classical buildings on 50, 100, and 500
Ruble bills, deconstructed into their component parts.
With just a few bills, you could buy the parts and build
these structures yourself. This intelligent campaign
makes fantastic use of the iconography found on
Russian currency to convey the scope and prices of
products available at Leroy Merlin stores.

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33
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Bel - Picon Happiness Heroes
Leo Burnett / Beirut
Picon spreadable cheese wanted to reinvigorate their brand platform “spreading happiness.” Partnering with a local NGO, Picon
launched an ambitious campaign encouraging civic activism, that asked children to become ‘happiness heroes,’ people who addressed
real life problems and challenges in their communities. This campaign began in schools, where kids received badges on a sash if they
engaged in acts that bettered their community. The program quickly became wildly popular. An online gaming component also let kids
participate on the web, where their game play activities were linked directly to earning real monetary donations for charitable causes. The
‘happiness heroes’ initiative became so successful that it was adopted by Lebanon’s Ministry of Education, and incorporated into the
official civic education curriculum for the country’s schools. Picon. Spreading happiness.

GPC 2Q 13
34
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Arcor - Juices Little Boy / Teenager / Grandpa
Leo Burnett / Buenos Aires
Category: Film
These three spots for Arcor powdered juices tell the story of
a young boy, a teenage girl, and a grandfather standing in
front of their fridges as they drink the last of the cold juice.
After draining the jug dry, each then contemplates putting
the empty jug back into the fridge, as they contemplate
whether or not they should refill the jug in consideration
of the other people in their family. The young boy has a
flashback of his father tormenting him while playing football.
The teen girl remembers how her brother embarrassed her
in front of her friends. The grandfather recalls how his son-
in-law tactlessly broached the subject of how to divide up
his property once he dies. Each flashback is hilarious and
provides a vivid portrayal of completely believable families.
Ultimately the little boy, teen girl, and grandpa all realize that
there’s at least one beloved person in their family who they
don’t want to disappoint, and so they all take the time to fill
the jug up again by making a fresh batch of Arcor juice.
‘There’s always a reason to fill it up.
Arcor.’

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Fifth Third Bank School Photo
Leo Burnett / Chicago
Bronze Cannes Film Lion
Category: Film
This short, impactful spot dramatizes how easy it is for thieves to
steal the identity of people in your family. A teenage girl smiles for
a yearbook photo session, but as the camera clicks, her face is
replaced with a disquieting image of a middle-aged man.
‘Identity thieves can target your entire family.
Get Identity Alert Premium from Fifth Third Bank. The curious bank.’
Fifth Third Bank Photo Booth
Bronze Cannes Film Lion
Category: Film
A happy couple poses for pictures in a photo booth. They smile for the camera when
suddenly the man’s face changes into a stranger’s, although his partner remains
oblivious to the creepy man who casually drapes his arm around her.
‘Identity theft can happen in an instant.
Get Identity Alert Premium from Fifth Third Bank. The curious bank.’

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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 ea 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
Hallmark Cards Tell Them
Category: Interactive (Facebook)
For decades, people have bought Hallmark Cards
for their friends and loved ones to celebrate im-
portant moments and share how they feel. With
the ubiquitous rise of Facebook, fewer people
were sending Hallmark cards, choosing instead
to simply post messages online on people’s
Facebook pages. However, there is still a univer-
sal appeal to receiving a physical card in the mail.
With this in mind, LB/Chicago helped Hallmark
develop a brilliant, intuitive Facebook app that
lets you send customized, physical cards to your
close friends without ever leaving your computer.
Given that people miss 84% of the news in their
Facebook newsfeed, the app helps you select
people you would like to send cards to, and then
keeps you updated as to eventful happenings
in their lives that might be worthy of a card. You
can then buy and construct a customized card
through the app, sign it digitally, and then send
it through the mail without ever venturing into a
store or post office. This new app boosted Hall-
mark’s card sales, and helps its users affirm their
closest relationships. By developing an card sales
app that works perfectly with Facebook, Hallmark
ensures that you can stay connected online with
the people you care about while still taking the
time every now and then to send a tactile, physical
reminder to your loved ones telling them what
you want them to hear. The simplicity, ease of
use, and strong insights evident in this interactive
work made it a highlight for the 2Q13 GPC, who
regarded it as a great example of Leo Burnett
delivering a digital business solution to a client in
need of this kind of idea. Congratulations to LB/
Chicago for the “Tell them” app, a future-facing
idea that will serve one of our oldest clients well.
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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 ea 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
Allstate Insurance Cleaning Lady
Category: Film
Allstate’s infamous ‘Mayhem’ character shows up in this hilarious TV spot as ‘the world’s worst cleaning lady,’ who through neglect
and casual disinterest manages to violate your home in amusing and unforeseen ways while attempting to ‘clean’ it. An ugly accident
leads her to have an unfortunate fall while she’s working, which could be expensive if you have cut rate home insurance coverage.
Which is why you need Allstate.
‘Get Allstate, where agents keep you protected from Mayhem, like me. Are you in good hands? Allstate.’
Mobinil Call Block - Olympics / Call Block - Laureate
Leo Burnett / Cairo
Category: Film
Persistent prank callers are a common phenomenon in Egypt, which is why Mobinil offers ‘call block’ services that lets users block any
numbers that you don’t want calling you. This service is presented in these spots as beneficial for everyone, because the people who’ve
been blocked suddenly have enormous amounts of time on their hands, which enables them to pursue other interests, such as writing
Pulitzer-worthy novels or training to become Olympic athletes. The quirky writing and tongue-in-cheek humor here is characteristic of the
best work from Leo Burnett Cairo.
‘Mobinil Block. Better for Everyone. Send an SMS to 505 with any number you want to block.’
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38
Swiss Life Life Turns In A Sentence
Leo Burnett / Zurich
Gold & Silver Cannes Outdoor Lions
Category: Print / Posters
‘For all life’s twists and turns. Flexible financial plans. Swiss Life.’
This brilliant, copy-driven campaign continues to win awards for its category-defying approach to conveying the need for financial
plans that can be altered to meet the changing needs of people.
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39
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Fiat Letters - N / Letters - R
Leo Burnett Tailor Made / São Paulo
Silver Cannes Press Lion
Category: Print
‘You either see the letter or the dog. Don’t Text and Drive. Fiat.’
‘You either see the letter or the girl. Don’t Text and Drive. Fiat.’
Don’t TXT and drive. These beautiful posters intelligently capture the dangers of texting whilst driving. The art direction is stunning,
the design is impeccable, and these are world class examples of how to visually grab people by the eyeballs, draw them into the
communication, and then reward them for their time.

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40
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Fiat - Jeep
Boat /
Motorbike /
Horse
Leo Burnett / Paris
Bronze Cannes Press Lion
Category: Print
This understated and gorgeous print
work from Leo Burnett Paris manages to
convey a powerful message about the
human brand purpose of Jeep without
even showcasing the vehicle in question.
The images feature a boat, motorbike, and
horse trailer completely doused in mud,
apparently after a long off-road journey
spent hitched to the back of a Jeep. Jeep
gives you the freedom to abandon the
road and go wherever adventure takes
you.

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41
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Leo Burnett Leo’s Cider
Leo Burnett / Sydney
Bronze Cannes Design Lion
Category: Interactive
Leo Burnett the man was once just a daring
entrepreneur willing to take risks on what he
believed were good ideas. In honor of the
agency’s founder, LB/Sydney created and
bottled ‘Leo’s Cider’, as part of an initiative
called ‘Help from Leo’ designed to attract
new start up businesses looking for a leg up
on the competition. New companies thirsty
for success were given an opportunity to
win $100,000 worth of creative and strategic
advice from LB/Sydney, or to have their name,
phone number, or website printed on specially
commissioned bottles of Leo’s Cider, which
were then distributed in select restaurants and
bars. Leo’s Cider is a new business tool that
celebrates the chutzpah of people who believe
that the power of their own ideas will help them
prosper through difficult economic times.
Nawras - 4G Internet Piggybacking
Leo Burnett / Dubai
Two Bronze Cannes Media Lions
Category: Interactive
Nawras is an internet provider in the U.A.E. To dramatize the ease with which people could connect to Nawras’ 4G net-
work, LB/Dubai created messaging using the network names people would find if they started looking for free WiFi. Constructed around
the insight that people everywhere look for freely available internet access, this ‘piggybacking’ idea gave seekers an opportunity to test
Nawras’ services for free for a single day, by connecting to one of the networks listed on their device. By providing their contact infor-
mation, people looking for free WiFi got what they wanted and Nawras increased their client database simultaneously. This innovative
approach increased Nawras’ brand profile and gave the company an intimate way to connect with its target audience.

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AMC Networks The Walking Dead Rotting Finger Countdown
‘______Days Left Until It’s Back. Walking Dead Returns Feb 10, Sunday 9/8 c. AMC.’
This brilliant ambient piece features an eye-catching installation of two gigantic zombified hands, with a single rotting finger falling off
daily to mark the countdown until the premier of the new season of Walking Dead, a popular TV show about zombies. Placed in a high-
traffic area, this installation generated enormous amounts of interest and press coverage, and people could win one of the rotting fingers
if they took candid photographs of themselves posing with the hands. The popularity of this installation led to a successful premiere.

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43
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Shou Group International -
Kenta Shoes
Hand Squeeze /
Thumb Press /
Hand Press
Category: Print
‘Kenta. Walking Massage.’
This simple and beautiful print campaign
for Kenta shoes communicates the
product benefit clearly in a nanosecond.

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44
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Guitar Player Graphics - World Economy
Leo Burnett / São Paulo
Category: Print
‘Nothing goes right when music goes wrong. Guitar Player.’
This brilliant tongue-in-cheek print ad for Guitar Player magazine correlates the rise of a few infamous teen pop acts with the downfall of
the global economy.

2Q13 Pencil Shavings

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