SlideShare a Scribd company logo
Leo Burnett Manila 7+ Promotional Campaign
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+.
Our theme...
 
“ 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.
 
 
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.
 
 
 
Then there’s “Carbon Copy”, the queen of the repeated insight, execution and strategy. She activates her power by chanting a formula.
 
 
The story goes on to feature our hero battling a host of other colorful rogues.
The Sandman
 
Rush and Shortcut
 
 
Masquerade
 
White Flag
 
 
Etc.
Maximizing the impact  and ensuring involvement
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.
 
 
 
 
 
 
 
There was no escaping the message.
 

More Related Content

What's hot

Rise of dawn film project
Rise of dawn  film projectRise of dawn  film project
Resume 2016 / CAROL BEADLE Stylist, Fashion Designer, Costume Designer
Resume 2016 / CAROL BEADLE  Stylist, Fashion Designer, Costume DesignerResume 2016 / CAROL BEADLE  Stylist, Fashion Designer, Costume Designer
Resume 2016 / CAROL BEADLE Stylist, Fashion Designer, Costume Designer
Carol Beadle
 
Digital Winners 2013: Aina lemoen lunde
Digital Winners 2013: Aina lemoen lundeDigital Winners 2013: Aina lemoen lunde
Digital Winners 2013: Aina lemoen lunde
Telenor Group
 
Research into of thriller films
Research into of thriller filmsResearch into of thriller films
Research into of thriller films
haverstockmedia
 
Engage 2009 Virtual Goods Panel
Engage 2009 Virtual Goods PanelEngage 2009 Virtual Goods Panel
Engage 2009 Virtual Goods Panel
Eric Eldon
 
Pitch
PitchPitch
Pitch
TheWoj
 
PRINCILE IS NOT A PRINCIPLE
PRINCILE IS NOT A PRINCIPLEPRINCILE IS NOT A PRINCIPLE
PRINCILE IS NOT A PRINCIPLE
Tijani Muritala
 
Using the Seven Basic Plots: Storytelling in B2B Marketing
Using the Seven Basic Plots: Storytelling in B2B MarketingUsing the Seven Basic Plots: Storytelling in B2B Marketing
Using the Seven Basic Plots: Storytelling in B2B Marketing
Radix Communications
 
Story Games (How To Play Them, And Why)
Story Games (How To Play Them, And Why)Story Games (How To Play Them, And Why)
Story Games (How To Play Them, And Why)
Mike Sugarbaker
 
Semiotic analysis in "Frozen"
Semiotic analysis in "Frozen"Semiotic analysis in "Frozen"
Semiotic analysis in "Frozen"
Hesti Rohmanasari
 
Gta 4
Gta 4Gta 4
Gta 4
AaronCisco
 
What kind of media institution might distribute your
What kind of media institution might distribute yourWhat kind of media institution might distribute your
What kind of media institution might distribute your
twoandahalfwomen
 
Big News From Bill The Realtor
Big  News From Bill The RealtorBig  News From Bill The Realtor
Big News From Bill The Realtor
investorhomestore
 
Similar comedy films
Similar comedy filmsSimilar comedy films
Similar comedy films
WogeyBear
 
Mr. Wonderful
Mr. WonderfulMr. Wonderful
Pearl & dean
Pearl & deanPearl & dean
Pearl & dean
Lewis
 
Pursuit of happyness
Pursuit of happynessPursuit of happyness
Pursuit of happyness
Sameeksha Jain
 
Lacta - Love in the end - MIPTV
Lacta - Love in the end -  MIPTVLacta - Love in the end -  MIPTV
Lacta - Love in the end - MIPTV
psambrakos
 
Thriller openings
Thriller openings Thriller openings
Thriller openings
dbrady762
 

What's hot (19)

Rise of dawn film project
Rise of dawn  film projectRise of dawn  film project
Rise of dawn film project
 
Resume 2016 / CAROL BEADLE Stylist, Fashion Designer, Costume Designer
Resume 2016 / CAROL BEADLE  Stylist, Fashion Designer, Costume DesignerResume 2016 / CAROL BEADLE  Stylist, Fashion Designer, Costume Designer
Resume 2016 / CAROL BEADLE Stylist, Fashion Designer, Costume Designer
 
Digital Winners 2013: Aina lemoen lunde
Digital Winners 2013: Aina lemoen lundeDigital Winners 2013: Aina lemoen lunde
Digital Winners 2013: Aina lemoen lunde
 
Research into of thriller films
Research into of thriller filmsResearch into of thriller films
Research into of thriller films
 
Engage 2009 Virtual Goods Panel
Engage 2009 Virtual Goods PanelEngage 2009 Virtual Goods Panel
Engage 2009 Virtual Goods Panel
 
Pitch
PitchPitch
Pitch
 
PRINCILE IS NOT A PRINCIPLE
PRINCILE IS NOT A PRINCIPLEPRINCILE IS NOT A PRINCIPLE
PRINCILE IS NOT A PRINCIPLE
 
Using the Seven Basic Plots: Storytelling in B2B Marketing
Using the Seven Basic Plots: Storytelling in B2B MarketingUsing the Seven Basic Plots: Storytelling in B2B Marketing
Using the Seven Basic Plots: Storytelling in B2B Marketing
 
Story Games (How To Play Them, And Why)
Story Games (How To Play Them, And Why)Story Games (How To Play Them, And Why)
Story Games (How To Play Them, And Why)
 
Semiotic analysis in "Frozen"
Semiotic analysis in "Frozen"Semiotic analysis in "Frozen"
Semiotic analysis in "Frozen"
 
Gta 4
Gta 4Gta 4
Gta 4
 
What kind of media institution might distribute your
What kind of media institution might distribute yourWhat kind of media institution might distribute your
What kind of media institution might distribute your
 
Big News From Bill The Realtor
Big  News From Bill The RealtorBig  News From Bill The Realtor
Big News From Bill The Realtor
 
Similar comedy films
Similar comedy filmsSimilar comedy films
Similar comedy films
 
Mr. Wonderful
Mr. WonderfulMr. Wonderful
Mr. Wonderful
 
Pearl & dean
Pearl & deanPearl & dean
Pearl & dean
 
Pursuit of happyness
Pursuit of happynessPursuit of happyness
Pursuit of happyness
 
Lacta - Love in the end - MIPTV
Lacta - Love in the end -  MIPTVLacta - Love in the end -  MIPTV
Lacta - Love in the end - MIPTV
 
Thriller openings
Thriller openings Thriller openings
Thriller openings
 

Recently uploaded

SERV - Fun Things To Do In Overland Park
SERV - Fun Things To Do In Overland ParkSERV - Fun Things To Do In Overland Park
SERV - Fun Things To Do In Overland Park
SERV
 
原版制作(MUN毕业证书)纽芬兰纪念大学毕业证PDF成绩单一模一样
原版制作(MUN毕业证书)纽芬兰纪念大学毕业证PDF成绩单一模一样原版制作(MUN毕业证书)纽芬兰纪念大学毕业证PDF成绩单一模一样
原版制作(MUN毕业证书)纽芬兰纪念大学毕业证PDF成绩单一模一样
sh8tjqt6
 
欧洲杯买球-欧洲杯买球哪里可以投注-欧洲杯买球买球投注官网|【​网址​🎉ac123.net🎉​】
欧洲杯买球-欧洲杯买球哪里可以投注-欧洲杯买球买球投注官网|【​网址​🎉ac123.net🎉​】欧洲杯买球-欧洲杯买球哪里可以投注-欧洲杯买球买球投注官网|【​网址​🎉ac123.net🎉​】
欧洲杯买球-欧洲杯买球哪里可以投注-欧洲杯买球买球投注官网|【​网址​🎉ac123.net🎉​】
valvereliz227
 
Party Photo Booth Prop Trends to Unleash Your Inner Style
Party Photo Booth Prop Trends to Unleash Your Inner StyleParty Photo Booth Prop Trends to Unleash Your Inner Style
Party Photo Booth Prop Trends to Unleash Your Inner Style
Birthday Galore
 
Tom Cruise Daughter: An Insight into the Life of Suri Cruise
Tom Cruise Daughter: An Insight into the Life of Suri CruiseTom Cruise Daughter: An Insight into the Life of Suri Cruise
Tom Cruise Daughter: An Insight into the Life of Suri Cruise
greendigital
 
The Enigma of the Midnight Canvas, In the heart of Paris
The Enigma of the Midnight Canvas, In the heart of ParisThe Enigma of the Midnight Canvas, In the heart of Paris
The Enigma of the Midnight Canvas, In the heart of Paris
John Emmett
 
Abraham Laboriel Records ‘The Bass Walk’ at Evergreen Stage
Abraham Laboriel Records ‘The Bass Walk’ at Evergreen StageAbraham Laboriel Records ‘The Bass Walk’ at Evergreen Stage
Abraham Laboriel Records ‘The Bass Walk’ at Evergreen Stage
DiaDan Holdings Ltd
 
欧洲杯赌球-欧洲杯赌球竞猜官网-欧洲杯赌球竞猜网站|【​网址​🎉ac10.net🎉​】
欧洲杯赌球-欧洲杯赌球竞猜官网-欧洲杯赌球竞猜网站|【​网址​🎉ac10.net🎉​】欧洲杯赌球-欧洲杯赌球竞猜官网-欧洲杯赌球竞猜网站|【​网址​🎉ac10.net🎉​】
欧洲杯赌球-欧洲杯赌球竞猜官网-欧洲杯赌球竞猜网站|【​网址​🎉ac10.net🎉​】
juliancopeman444
 
Gladiator 2 (Action, Adventure, Drama Movie)
Gladiator 2 (Action, Adventure, Drama Movie)Gladiator 2 (Action, Adventure, Drama Movie)
Gladiator 2 (Action, Adventure, Drama Movie)
roohifaiza
 
一比一原版(UCSF毕业证)旧金山分校毕业证如何办理
一比一原版(UCSF毕业证)旧金山分校毕业证如何办理一比一原版(UCSF毕业证)旧金山分校毕业证如何办理
一比一原版(UCSF毕业证)旧金山分校毕业证如何办理
ytunuq
 
一比一原版(mcmaste毕业证书)加拿大麦克马斯特大学毕业证如何办理
一比一原版(mcmaste毕业证书)加拿大麦克马斯特大学毕业证如何办理一比一原版(mcmaste毕业证书)加拿大麦克马斯特大学毕业证如何办理
一比一原版(mcmaste毕业证书)加拿大麦克马斯特大学毕业证如何办理
abqenm
 
The Gallery of Shadows, In the heart of a bustling city
The Gallery of Shadows, In the heart of a bustling cityThe Gallery of Shadows, In the heart of a bustling city
The Gallery of Shadows, In the heart of a bustling city
John Emmett
 
The Enigmatic Portrait, In the heart of a sleepy town
The Enigmatic Portrait, In the heart of a sleepy townThe Enigmatic Portrait, In the heart of a sleepy town
The Enigmatic Portrait, In the heart of a sleepy town
John Emmett
 
From Teacher to OnlyFans: Brianna Coppage's Story at 28
From Teacher to OnlyFans: Brianna Coppage's Story at 28From Teacher to OnlyFans: Brianna Coppage's Story at 28
From Teacher to OnlyFans: Brianna Coppage's Story at 28
get joys
 
Unlocking the Secrets of IPTV App Development_ A Comprehensive Guide.pdf
Unlocking the Secrets of IPTV App Development_ A Comprehensive Guide.pdfUnlocking the Secrets of IPTV App Development_ A Comprehensive Guide.pdf
Unlocking the Secrets of IPTV App Development_ A Comprehensive Guide.pdf
WHMCS Smarters
 
Chennai Call Girls 8824825030 High Calass Call Girl Chennai
Chennai Call Girls 8824825030 High Calass Call Girl ChennaiChennai Call Girls 8824825030 High Calass Call Girl Chennai
Chennai Call Girls 8824825030 High Calass Call Girl Chennai
Mobile Problem
 
ℂall Girls Goa (india) +91-7426014248 Goa ℂall Girls
ℂall Girls Goa (india) +91-7426014248 Goa ℂall Girlsℂall Girls Goa (india) +91-7426014248 Goa ℂall Girls
ℂall Girls Goa (india) +91-7426014248 Goa ℂall Girls
moharsinghtrt1950
 
Sunny and Rishi 3 Written by Basak Serin
Sunny and Rishi 3 Written by Basak SerinSunny and Rishi 3 Written by Basak Serin
Sunny and Rishi 3 Written by Basak Serin
Basak24
 
Audio Video equipment supplier in Gurgaon
Audio Video equipment supplier in GurgaonAudio Video equipment supplier in Gurgaon
Audio Video equipment supplier in Gurgaon
demoacsindia
 
欧洲杯足彩-欧洲杯足彩下注网站-欧洲杯足彩投注网站|【​网址​🎉ac99.net🎉​】
欧洲杯足彩-欧洲杯足彩下注网站-欧洲杯足彩投注网站|【​网址​🎉ac99.net🎉​】欧洲杯足彩-欧洲杯足彩下注网站-欧洲杯足彩投注网站|【​网址​🎉ac99.net🎉​】
欧洲杯足彩-欧洲杯足彩下注网站-欧洲杯足彩投注网站|【​网址​🎉ac99.net🎉​】
humbertogarsia692
 

Recently uploaded (20)

SERV - Fun Things To Do In Overland Park
SERV - Fun Things To Do In Overland ParkSERV - Fun Things To Do In Overland Park
SERV - Fun Things To Do In Overland Park
 
原版制作(MUN毕业证书)纽芬兰纪念大学毕业证PDF成绩单一模一样
原版制作(MUN毕业证书)纽芬兰纪念大学毕业证PDF成绩单一模一样原版制作(MUN毕业证书)纽芬兰纪念大学毕业证PDF成绩单一模一样
原版制作(MUN毕业证书)纽芬兰纪念大学毕业证PDF成绩单一模一样
 
欧洲杯买球-欧洲杯买球哪里可以投注-欧洲杯买球买球投注官网|【​网址​🎉ac123.net🎉​】
欧洲杯买球-欧洲杯买球哪里可以投注-欧洲杯买球买球投注官网|【​网址​🎉ac123.net🎉​】欧洲杯买球-欧洲杯买球哪里可以投注-欧洲杯买球买球投注官网|【​网址​🎉ac123.net🎉​】
欧洲杯买球-欧洲杯买球哪里可以投注-欧洲杯买球买球投注官网|【​网址​🎉ac123.net🎉​】
 
Party Photo Booth Prop Trends to Unleash Your Inner Style
Party Photo Booth Prop Trends to Unleash Your Inner StyleParty Photo Booth Prop Trends to Unleash Your Inner Style
Party Photo Booth Prop Trends to Unleash Your Inner Style
 
Tom Cruise Daughter: An Insight into the Life of Suri Cruise
Tom Cruise Daughter: An Insight into the Life of Suri CruiseTom Cruise Daughter: An Insight into the Life of Suri Cruise
Tom Cruise Daughter: An Insight into the Life of Suri Cruise
 
The Enigma of the Midnight Canvas, In the heart of Paris
The Enigma of the Midnight Canvas, In the heart of ParisThe Enigma of the Midnight Canvas, In the heart of Paris
The Enigma of the Midnight Canvas, In the heart of Paris
 
Abraham Laboriel Records ‘The Bass Walk’ at Evergreen Stage
Abraham Laboriel Records ‘The Bass Walk’ at Evergreen StageAbraham Laboriel Records ‘The Bass Walk’ at Evergreen Stage
Abraham Laboriel Records ‘The Bass Walk’ at Evergreen Stage
 
欧洲杯赌球-欧洲杯赌球竞猜官网-欧洲杯赌球竞猜网站|【​网址​🎉ac10.net🎉​】
欧洲杯赌球-欧洲杯赌球竞猜官网-欧洲杯赌球竞猜网站|【​网址​🎉ac10.net🎉​】欧洲杯赌球-欧洲杯赌球竞猜官网-欧洲杯赌球竞猜网站|【​网址​🎉ac10.net🎉​】
欧洲杯赌球-欧洲杯赌球竞猜官网-欧洲杯赌球竞猜网站|【​网址​🎉ac10.net🎉​】
 
Gladiator 2 (Action, Adventure, Drama Movie)
Gladiator 2 (Action, Adventure, Drama Movie)Gladiator 2 (Action, Adventure, Drama Movie)
Gladiator 2 (Action, Adventure, Drama Movie)
 
一比一原版(UCSF毕业证)旧金山分校毕业证如何办理
一比一原版(UCSF毕业证)旧金山分校毕业证如何办理一比一原版(UCSF毕业证)旧金山分校毕业证如何办理
一比一原版(UCSF毕业证)旧金山分校毕业证如何办理
 
一比一原版(mcmaste毕业证书)加拿大麦克马斯特大学毕业证如何办理
一比一原版(mcmaste毕业证书)加拿大麦克马斯特大学毕业证如何办理一比一原版(mcmaste毕业证书)加拿大麦克马斯特大学毕业证如何办理
一比一原版(mcmaste毕业证书)加拿大麦克马斯特大学毕业证如何办理
 
The Gallery of Shadows, In the heart of a bustling city
The Gallery of Shadows, In the heart of a bustling cityThe Gallery of Shadows, In the heart of a bustling city
The Gallery of Shadows, In the heart of a bustling city
 
The Enigmatic Portrait, In the heart of a sleepy town
The Enigmatic Portrait, In the heart of a sleepy townThe Enigmatic Portrait, In the heart of a sleepy town
The Enigmatic Portrait, In the heart of a sleepy town
 
From Teacher to OnlyFans: Brianna Coppage's Story at 28
From Teacher to OnlyFans: Brianna Coppage's Story at 28From Teacher to OnlyFans: Brianna Coppage's Story at 28
From Teacher to OnlyFans: Brianna Coppage's Story at 28
 
Unlocking the Secrets of IPTV App Development_ A Comprehensive Guide.pdf
Unlocking the Secrets of IPTV App Development_ A Comprehensive Guide.pdfUnlocking the Secrets of IPTV App Development_ A Comprehensive Guide.pdf
Unlocking the Secrets of IPTV App Development_ A Comprehensive Guide.pdf
 
Chennai Call Girls 8824825030 High Calass Call Girl Chennai
Chennai Call Girls 8824825030 High Calass Call Girl ChennaiChennai Call Girls 8824825030 High Calass Call Girl Chennai
Chennai Call Girls 8824825030 High Calass Call Girl Chennai
 
ℂall Girls Goa (india) +91-7426014248 Goa ℂall Girls
ℂall Girls Goa (india) +91-7426014248 Goa ℂall Girlsℂall Girls Goa (india) +91-7426014248 Goa ℂall Girls
ℂall Girls Goa (india) +91-7426014248 Goa ℂall Girls
 
Sunny and Rishi 3 Written by Basak Serin
Sunny and Rishi 3 Written by Basak SerinSunny and Rishi 3 Written by Basak Serin
Sunny and Rishi 3 Written by Basak Serin
 
Audio Video equipment supplier in Gurgaon
Audio Video equipment supplier in GurgaonAudio Video equipment supplier in Gurgaon
Audio Video equipment supplier in Gurgaon
 
欧洲杯足彩-欧洲杯足彩下注网站-欧洲杯足彩投注网站|【​网址​🎉ac99.net🎉​】
欧洲杯足彩-欧洲杯足彩下注网站-欧洲杯足彩投注网站|【​网址​🎉ac99.net🎉​】欧洲杯足彩-欧洲杯足彩下注网站-欧洲杯足彩投注网站|【​网址​🎉ac99.net🎉​】
欧洲杯足彩-欧洲杯足彩下注网站-欧洲杯足彩投注网站|【​网址​🎉ac99.net🎉​】
 

7+ Or Die

  • 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+.
  • 4.  
  • 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.
  • 6.  
  • 7.  
  • 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.
  • 9.  
  • 10.  
  • 11.  
  • 12. Then there’s “Carbon Copy”, the queen of the repeated insight, execution and strategy. She activates her power by chanting a formula.
  • 13.  
  • 14.  
  • 15. The story goes on to feature our hero battling a host of other colorful rogues.
  • 17.  
  • 19.  
  • 20.  
  • 22.  
  • 24.  
  • 25.  
  • 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.
  • 29.  
  • 30.  
  • 31.  
  • 32.  
  • 33.  
  • 34.  
  • 35.  
  • 36. There was no escaping the message.
  • 37.  

Editor's Notes

  1. A Crusade. Instill passion in our staff and position the the quest for 7+ as crusade. Good versus evil.