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pencil shavings A Letter from Mark Dear Friends, Summer’s come and gone for most of us (and in the case of London, it didn’t arrive at all). It’s time once again to refocus ourselves on the forthcoming year. There’s a bit of a lull every August, in the wake of Cannes, as we all take a few well deserved days off to reflect on where we’ve come and where we’d like to go. The task at hand begins with a clean slate, and I encourage all of you to take a few moments to consider the briefs in front of you, the opportunities on the horizon, and the limitless potential of the coming year. We are privileged to work in an industry where our ideas are currency, and where creativity is the most valuable asset in business today. It’s important to remember that our clients do not pay us to produce advertising anymore: they pay us to build relationships with people. The way forward lies in replacing the rigid dynamics of old marketing techniques with a more fluid approach that puts people at the heart of all our communication. The expectations have shifted as the channels have changed: STORYTELLING has evolved and become a two-way conversation between brands and people. So how does a brand become a storyteller? Human beings have been communicating with each other through storytelling since we lived in caves and sat around campfires exchanging tales. We are hard-wired, as a species, to connect to stories. That’s why some of the most successful and effective brands are master storytellers. A great story makes us laugh, listen, participate, learn and remember. If you are a company that enriches people’s lives, people will want to connect with your brand. The key to becoming a great storyteller requires a ‘Human Purpose’. Purpose shifts the conversation from what a product does to what it means. Purpose tells us what a brand believes, why it exists, and what it’s going to do about it. Purpose tells us how and where and why and when a brand fits into a person’s life and the value it provides. At the heart of every brand story is a purpose. The secret is to create purposeful use of narrative and tell the brand story with wit, charm, intrigue

HumanKind

Q3 GPC London

and imagination. Storytelling will become the key ingredient to managing communications and innovation in the 21st century.

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A Sort of Homecoming I spent a week in my home town last month with the 3Q11 Global Product Committee, reviewing the output of LB Worldwide. It was a small quarter, in terms of submissions, and consequently the 3Q11 7+ list is quite short. The jury was also tough, but each member of the panel offered intelligent commentary and thought-provoking feedback on every piece. The purpose of the GPC is not just to identify the 7+ work that serves as the creative standard for our brand. The purpose of our meetings is to improve every submission, by providing constructive thoughts on every piece submitted for evaluation. As I tell the group every quarter, the GPC is not an awards show. It is a platform for self-improvement, and an opportunity for everyone in the network to receive honest, unbiased critiques of their work from a panel of their peers. This process is part of what makes Leo Burnett unique, and it is the main reason why we continue, year after year, to be named in the Gunn Report as the network with the most offices worldwide contributing to our creative reputation. I urge all of you to ensure that the work you produce gets seen and evaluated by the GPC at least once a year. The GPC is the connective tissue of our network, and an invaluable part of our company’s DNA. Although there was not a lot of 7+ work to celebrate this quarter, the executions that received high scores are quite brilliant, and I hope you take the time to peruse this quarter’s 7+ gallery. Also included in this edition of Pencil Shavings are some of the amazing presentations we saw in between sessions. Brilliant guests such as the leadership of D&AD, Donald Gunn of the Gunn Report, and Jonathan Mildenhall of Coca-Cola all offered inspiring presentations that everyone in our network should see. We were also privileged to hear from Giles Hedger, who sat on the inaugural Cannes Effectiveness Jury this year. Giles gave us some profound insights from his experience judging this year’s entries, including a clear brief in terms of how to prepare a perfect entry for the Cannes Effectiveness Awards next year. Jonathan Mildenhall, one of the world’s most progressive clients, shared with us a highly inspiring presentation into the way the Coca-Cola company thinks and behaves. I urge everyone to watch his thought-provoking and highly informative film. It’s a great example of the kind of strategic thinking that will shape our industry in the years to come. I’d also like to thank our hosts in London; Justin Tindall, Andrew Edwards, Giles Hedger, Paul Lawson, and particularly Ann Hunter, who graciously welcomed the GPC to the city that I’ve always considered home. Good company, good friends, and pints at the local pub after hours made for a lovely stretch of overcast days. Returning home to LB London reminded me of T.S. Eliot’s famous quartet: “We shall not cease from our exploration. And the end of all our

exploring will be to arrive where we started and know the place for the first time.” The pages that follow are filled with highlights of an inspiring week spent exchanging ideas and celebrating creativity. Please take some time to look at the presentations and examine the work. Kind regards,

Mark Tutssel Chief Creative Officer Leo Burnett Worldwide 2


HumanKind has real experiential value at the time that it’s consumed rather than just dispensing a message

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Contents The 3Q11 Global Product Committee

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London Calling: Bright Minds Light The Way Forward

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Lessons from the Cannes Jury: Giles Hedger on Creative Effectiveness

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Spikes Asia Awards 2011

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Leo Takes New York

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A Chat With the Leadership of D&AD: The Toughest Jury In The World

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Coca-Cola 2020: Jonathan Mildenhall Looks for Liquid Ideas

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Donald Gunn presents The Gunn Report Archive

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The 3Q11 8-Balls

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The 3Q11 7+ Gallery

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“The man with the pencil sits through far more meetings than he should, but I have learned that the creative meetings which send him back to his pad or typewriter with the greatest zeal often are those which have provoked the hottest arguments.�

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The 3Q11 Global Product Committee Mark Tutssel Worldwide

Michael Canning New York City

Farid Chehab Beirut

Graham Lakeland London

Giles Hedger London

Fuad Ahmad Bangkok

Guillaume Chifflot Paris

Chris Chiu Singapore

Gareth Simpson London

Andrew Edwards London

Guy Moore London

Anja Radulovic Belgrade

Donald Gunn London

Bechara Mouzannar Beirut

Richard Robinson London

Justin Tindall London

Tom Loockx Brussels

Kent Middleton Chicago

Jorritt Hermans Brussels

Jonathan Mildenhall Atlanta

Jennifer Skidgel Chicago

Pawel Heinze Warsaw

Rosalie Geier Chicago

Nicola Novellone Warsaw

Kim Koster Toronto

Riccardo Robiglio Milan

Susan Credle Chicago

Tom Bernardin Worldwide

The GPC would like to congratulate Anne Vigus on the occasion of her 40th Anniversary with the company. Anne Vigus started at Leo Burnett 40 years ago. At that time, Rod Stewart’s “Maggie May” was number one in the charts, and Edward ‘Ted’ Heath was the Prime Minister of Great Britain and Northern Ireland. Anne is an amazing role model for anyone in this industry and a wonderful human being. Happy 40th, Anne!

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London Calling: Bright Minds Light the Way Forward London has always been a hotbed of creativity, a city filled with formidable agencies that are led by talented teams and charismatic visionaries. Although Leo Burnett has always been a force in the UK, the agency is in the midst of a notable resurgence. LB/London has hit its stride under the guidance of a group of familiar faces and a few new hires leading the charge forward. Andrew Edwards and Paul Lawson have provided steady leadership as the group’s CEO and MD, and 2008 hires like Marc Giusti as the agency’s Chief Digital Officer and Giles Hedger as the Group’s Chief Strategy Officer have opened up new avenues for growth and opportunity. The latest addition to LB/London’s management team is the new Executive Creative Director of the agency. Justin Tindall arrived at Leo Burnett in late 2010, following successful stints as the head of art at DDB/London and as a partner at “The Red Brick Road.” His arrival marks the start of a new chapter for LB/London, and the agency is primed and poised for new success on the heels of the outstanding campaigns they’ve produced in the last few years. The two campaigns below are representative of the outstanding work emerging from our friends in London. The image on the bottom left is a still from the hugely popular McDonald’s “Favourites” TV spot, which won a Lion at Cannes in 2010 and one of the first ever Creative Effectiveness Lions at Cannes 2011. The image on the right is the incredibly beautiful “House of Cards” deck created for Shelter in the UK. The future for this office is bright indeed.

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Lessons from the Cannes Jury: Giles Hedger Talks Creative Effectiveness At the 2011 Cannes Lions Festival of Creativity, a group of jurors gathered together to pore over the marketplace effectiveness of shortlisted and Lionwinning campaigns from Cannes 2010. Leo Burnett London’s Giles Hedger was a member of the inaugural Cannes Lions Creative Effectiveness jury, and a few months after Cannes wrapped up, Giles and a team of coworkers put together a compelling strategy deck detailing some key observations regarding the metrics and arguments used to evaluate the effectiveness of a campaign. Questions abound about this new category at Cannes. What differentiates the Cannes Effectiveness Lions from the Effies? What makes one case better than another? What claims are valid and what does the jury dismiss? In a presentation to the 3Q11 GPC, Giles detailed some of the learnings from his experience at Cannes. Giles was joined by LB/London planners Tom Roach and Matt Watts, the winners of a Gold Effectiveness Lion for their brilliant McDonald’s “Favourites” case, and together they offered some invaluable insights into how to put together a solid Cannes Effectiveness case for future years A significant portion of Giles’ presentation deals with evaluating the success of the new models of communication that have taken the marketing world by storm in recent years. In an era where agencies across the world are now focusing on cultivating participation and engaging people in a dialogue, the question bears asking: does dialogue always lead to increased sales? Giles spent some time debunking some of the prevalent myths and claims surrounding these new models of communication, as well as examining their premises. For instance, Giles noted that participation will not necessarily yield better marketplace results than an elegant and convincing sales proposition. Earned media might not necessaily be more effective than bought media. All claims needed to be verified, and a careful examination of the Cannes cases revealed that “traditional channels” quite often yielded undeniably strong results. One of the conclusions Giles draws is that the most effective cases seem to incorporate a blend of old marketing approaches and new models, in which the efficiencies of new mediums are employed around a simple, scalable idea. This is notable because it implies that a rush to embrace new media without a solid grounding in traditional channels is probably not a recipe for success. The demise of traditional advertising, it seems, has been greatly exaggerated. As we move forward into 2012, it’s imperative to understand what creative effectiveness implies for our business. “Effectiveness” is not measured by whether or not “the blogosphere went ballistic,” or if your work caused “staggering results.” The accumulation of YouTube hits does not designate a campaign’s success. Creative Effectiveness is measured in sales figures, and as noted by Giles, ads are at their most effective when they leverage simple, clear brand ideas with efficiency. The executions must be engaging and the communication must be easy for people to understand and appreciate. These conclusions cohere neatly to our HumanKind philosophy of communication. We encourage all of you to consider Giles’ conclusions as we move forward. Creativity and effectiveness are interwoven. As Giles' writes in the presentation’s final slide:

Leo Burnett’s Effectiveness Awards will come from a culture of creative effectiveness, not from isolated moments of creative brilliance or isolated instances of commercial effect. 7


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Spikes Asia Awards 2011 Last week, the finest creative talent in Asia Pacific congregated in Singapore to celebrate the Spikes Asia Advertising Festival. Over 1700 people attended the most important creative show in the region. A record number of entries, 3647 in total, competed in 14 categories. During the week, in the midst of packed seminars, Todd Sampson, the CEO of Leo Burnett Sydney delivered a fantastic presentation entitled “Creativity and Fear.” Todd’s seminar asserted that:

“Creativity is the last remaining competitive advantage companies have today... The power of creativity [can] solve any problem – big, small, social, political, economic or environmental.... Creativity has the power to change the world but fear has the power to stop that from happening and the most successful leaders and organisations of the future will be the ones that can successfully balance both.“ The seminar was one highlight of a spectacular and full week, in which our stars shined very brightly. Leo Burnett Asia Pacific is currently ranked #1 in Campaign Brief’s regional creative rankings, which is testimony to the remarkable depth and breadth of talent we have residing in this region. The work from this region consistently dramatizes the remarkable power of creativity when amplified and activated in fresh, new, future-facing ways. When the results of the festival were finally announced, the Leo Burnett network had secured 49 shortlisted pieces, and won an impressive 25 prestigious Spikes (7 Gold, 6 Silver, 12 Bronze). Leo Burnett Melbourne won four Gold Spikes for their brilliant “See the Person” campaign for Scope, and LB/Bangkok, LB/Sydney, and LB/Shanghai each won a Gold Spike as well. The festival was a triumph for Leo Burnett, who concluded the weekend by hosting a memorable afterparty following the final award show. The entertainment at the afterparty was provided by the incredibly talented band Rudely Interrupted from Melbourne, who played an amazing gig, with a set that included their Cannes Grand Prix-winning single “Close My Eyes” for Scope. The band was a brilliant conclusion to a stellar week, and all of the offices in our Asia Pacific network deserve congratulations for the fine work they’re doing pushing our brand forward into the future.

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Leo Takes New York Leo Burnett New York City made a splash at the 3Q11 GPC, announcing their arrival as the network’s newest hot shop by producing four 7+ pieces in the design and film categories. A recent addition to LB’s global network, the office in New York is helmed by CCO Jay Benjamin, the former ECD of LB/Sydney. Mark Tutssel asked Jay’s long time Australian colleagues Kieran Antill and Michael Canning to make the trip from Sydney to New York to form the creative nucleus of LB/NYC, and they’ve started off their US tenure with some compelling self-promotional work. How does an agency synonymous with Chicago launch itself anew amidst the fiercely competitive denizens of Madison avenue? By listening to the people of New York City. As the agency writes in its overview of their brilliant “New York Writes Itself” campaign: “When Leo Burnett arrived in NYC, we didn’t want to begin by just shouting about ourselves. Instead, we wanted to listen to the people of New York. We wanted to engage New Yorkers in a dialogue, in something that would add real value to the city, and which New Yorkers could own and shape over time. New York Writes Itself is a platform designed to connect the people of New York with its creative community, a platform which feeds inspiration from the streets of the city to artists, musicians, and filmmakers, turning that inspiration into amazing pieces of communication.” This huge platform idea has infinite potential to grow and evolve. It’s hard to argue with the potency of the campaign’s chosen tagline, encompassing all the joys, marvels, insanity and magic found everyday on the streets of New York City: The Founding Father, Mothers, Sisters & Brothers of Leo Burnett New York City:

Jumana Abu-Ghazaleh, Jay Benjamin, Michael Canning, Kieran Antill, Tom Flanagan, Kristal Korzon, Darren Wright, Dave Skinner, Masataka Kawano, Max Goodwin, Simen Braathen, Shaina Stigler, Doffen Trellevik

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A Chat With the Leadership of D&AD: The Toughest Award Show In the World The 3Q11 GPC was visited midweek by the leadership of the Design & Art Direction Awards, with outgoing CEO Tim O’Kennedy, new CEO Tim Lindsay, and Chairman Dick Powell presenting a brief overview of the history and heritage of the world’s toughest award show. Unlike other prestigious shows, D&AD is a not-for-profit organization which uses its funds to help advance professional development in the fields it monitors. Founded in 1962 by a group of passionate designers and art directors, the organization is committed to “lionizing and celebrating creative communication.” A pencil from D&AD is one of the greatest accolades anyone in communication could hope to receive over the course of their career. Chatting with the organization’s leadership proved to be an invaluable reminder of the single-minded focus required for true greatness, and how important it is to acknowledge the work around us that pushes the needle forward. The D&AD team also introduced their new White Pencil Award to the panel, and shared an open brief with the group available to anyone worldwide. The White Pencil is an award for a creative idea that changes the world for the better. Designed in part to commemorate D&AD’s 50th anniversary, this award seeks to honor and acknowledge endeavors that harness powerful creative tools and ideas to make a real difference in the world around us. Click on the pencils to the right to download the open brief and details regarding the 2012 D&AD White Pencil Award.

“D&AD – home of the talented and skilled, the imaginative and the curious, the restless and the bloody-minded. Commercially savvy, sometimes romantic, often cynical and occasionally rather weird. A source of information and ideas: of professional development, support and inspiration, interesting people to talk to and nice things to look at. All creative life is here.”

Click on the picture above to see a time-lapse video of the annual D&AD judging process. 10


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Coca-Cola 2020: Jonathan Mildenhall Looks for Liquid Ideas It’s not every day that a client like Jonathan Mildenhall comes along. Formerly the managing director of TBWA in London, and then a strategic director at Mother/London, Jonathan left the UK several years ago to take a position as the VP of Global Advertising Strategy and Creative Excellence at Coca-Cola Worldwide. From his office in Atlanta, he is a guardian of Coke’s brand essence, a sponsor of brilliant ideas and campaigns, and one of the most passionate advocates for creativity you’ll find anywhere in the world. The GPC had the distinct pleasure of welcoming Jonathan to the group’s last day of deliberations, where the panel evaluated the Coke work produced by Leo Burnett Worldwide. Prior to scoring Leo Burnett’s contributions to the Coke brand, the panel sat through a presentation Jonathan has been delivering all over the world reflecting Coke’s creative marketing strategy over the next decade. An impeccably crafted animated film accompanied Jonathan’s description of a brand that has identified different ways it wants to tell its story. Coca-Cola is in search of what it calls “liquid and linked ideas,” ideas that are so contagious they simply cannot be controlled. This brilliant video offers a masterclass in creative marketing, rooted in a compelling strategic argument, and it left the panel awestruck. Jonathan’s visit coincides with new opportunities for Leo Burnett to collaborate with the Coca-Cola company, and it left the entire panel with a deep appetite for briefs to work on with this incredibly forward-looking client. Have a look at the video by clicking the images on this page. This is a client that understands the power of creativity.

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Donald Gunn & The Gunn Report Archive The origins of the GPC date back to the 1980’s, when ad guru Donald Gunn was working at Leo Burnett Chicago as LB’s Director of Creative Resources. In conjunction with a few likeminded people, Donald put in place the first 1-10 rating scale and the voting format that has evolved over the years to become the GPC. In London, the 3Q11 panel was delighted to welcome Donald back into the fold as an honorary guest judge. He was joined by long time colleague Emma Wilkie of the Gunn Report, and after scoring a few ads, the two shared the incredibly deep reservoir of knowledge found in the library of the GunnReport.com. The Gunn Report is available to all Leo Burnett employees worldwide. It contains award-winning spots from the last 40+ years, and is searchable via selling format, product category, and ad message. Need a great historical coffee spot from Latin America that uses animation? It’s a few clicks away on the Gunn Report Library. Need something that dramatizes “taste’s better”? It’s searchable on the Gunn Report and just a few clicks away. Register for access to The Gunn Report on theNotepad. This brilliant archive is a great reference tool for everyone in our industry. Please use it.

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Diageo - Bundaberg Rum Watermark Leo Burnett / Sydney Category: Integrated In late 2010 and early 2011, a series of devastating floods hit the province of Queensland in Australia, turning the entire state into a disaster area and forcing the evacuation of thousands of people. The widespread flooding caused immense property damage and derailed the local economy, and a large scale recorvery program began in earnest once the waters receded. One of the towns affected was Bundaberg, the home of Bundaberg Rum, and when the distillery re-opened it decided to create a product that was a symbol of the resiliance and indomitable spirit of the people of Queensland. The company produced a commemorative rum called “Watermark,� with a beautifully designed bottle and a brilliant campaign around it that celebrated the people of Queensland as they sought to rebuild their communities. Proceeds from the sale of the Watermark rum were donated to relief efforts, and the company also sponsored the Watermark Music Festival, giving Austalian bands the opporunity to contribute to relief efforts by performing at benefit concerts in Queensland. This Cannes Gold Lion winner is an inspiration to the entire network for its scope and ambition. 13


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Leo Burnett Sydney - New Business / Promotional Apple Box Leo Burnett / Sydney Category: Design

This stunningly beautiful “Apple Box” serves as an agency gift to prospective clients, and offers an in-depth glimpse of the Leo Burnett company’s rich historic heritage as a global advertising agency. The impeccably designed crate is a testament to masterful craftsmanship, and contains layer upon layer of content, with each revealing compelling details about the story of the Leo Burnett company and its people. The crate itself is incribed with iconic illustrations and quotes, and beneath the carefully folded paper apples are big black pencils, a copy of Leo’s famous “when to take my name off the door” speech, and a customized iPad that tells the story of Leo Burnett Sydney and showcases some of the agency’s finest work. This is the finest piece of self-promotion produced anywhere by Leo Burnett in recent years, and is well worthy of the Silver design lion it received at Cannes this year.

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Art Director’s Club Ukraine We Are Not Your Mother

Coca-Cola Coke Studio India Leo Burnett / New Delhi Category: Integrated

Leo Burnett / Kyiv Category: Integrated

Tasked with creating brand loyalty amongst young people

To promote the Art Director’s Club of Ukraine Awards, taking

performance showcase for up and coming bands and unheralded

place for the first time in the country, Leo Burnett Kyiv created

musicians from across the country. By promoting a unique and

an integrated campaign constructed around the powerful insight

memorable alternative to the dominant Bollywood sound, Coke

that to your mother, you’re always a winner. However, the jury of

Studio built a following amongst young people by featuring artists

the ADC is not your mother. They will not coddle you, shelter you,

that fused together traditional Indian genres with new and modern

or tell you that you’re special. Your mother may not need proof

sensibilities. This celebration of India’s diverse musical heritage

that you’re a genius, but the ADC does. This brilliant campaign

connected young people to Coke in a new way, and earned the

featured prominent talents from the Ukraine’s advertising

brand a renewed appreciation amongst the target audience.

throughout India, Leo Burnett New Delhi created Coke Studio, a

world dressed as their mothers, and this idea was executed across a variety of channels to encourage entries to the show and to publicize the event as a prestigious celebration of talent.

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Salvation Army Blankets for the Living

Fiat - Freemont The Kid Car Journalists

Leo Burnett / Johannesburg Category: Film

Leo Burnett / Brussels Category: Interactive

This elegant, beautifully crafted television spot tells the story of the homeless, while promoting a Salvation Army blanket drive in South Africa. It’s a sign of respect to cover the dead. What about the bodies of the living?

Building on the insight that the journalists who review cars tend to be “middle aged men with sports car fetishes,” LB/Brussels decided to focus on a different group of people to review the new Fiat Freemont. Children were enlisted as journalists to analyze and document the merits of Fiat’s latest family car. These kids offered insightful critiques that were leveraged across multiple channels.

Fiat - Jeep Compass The Adventurous Leo Burnett / Brussels Category: Direct / Promo This direct mail piece for the new Fiat Compass defies category conventions. We follow the journey of a Jeep across terrain to the remotest mailbox in Belgium, miles from anywhere. From here, thousands of brochures were mailed to people’s homes throughout the country. Embedded in the mail was the road movie of the journey, dramatizing the extraordinary off-road credentials of this new Fiat vehicle.

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McDonald’s - Happy Meal Happy Box

McDonald’s - Trust A-Z

Leo Burnett / London Category: Film

Leo Burnett / London Category: Film

Leo Burnett London continue to produce work that captures

This incredibly-well written film runs through the alphabet

the imagination of the British public. This beautiful film, directed

according to McDonald’s in the UK, with each letter representing

by Neil Gorringe, moves the Happy Meal brand from a “toy in a

one quality ingredient or aspect of how the company chooses

box” to “joy in a box.” Huge 3D Happy Meal boxes were placed

to do business. The spot is a beautifully crafted testament to a

in the streets, parks, beaches; some reflective, some furry,

restaurant that has a clear focus on quality and sustainability, with

some bouncy, some that issue water in bubbles, and others you

concerns for the community it serves and the planet it inhabits.

could paint. The film captured the magnetism of the brand and the pure visceral joy it creates in children’s lives in an authentic and believable way.

McDonald’s Stop By The Drive Thru

T-Side Advert

Leo Burnett / London Category: Print (Bus Side) ‘Stop by the Drive Thru.’ London is notorious for its traffic jams. Drivers spend endless hours stuck in traffic.

T-Side Advert In-situ

This brilliant interactive transport poster takes a traditional T-shaped poster found on the sides of London’s double decker buses and turns the image into a brilliant piece of street theater for drivers and pedestrians, transforming the square into a McDonald’s drive through window.

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Allstate Raccoon

Allstate Blind Spot

Leo Burnett / Chicago Category: Film

Leo Burnett / Chicago Category: Film 

Mayhem is the raccoon nesting in your attic, chewing through

Mayhem is your blind spot, obscuring your view. This spot for

insulation and wiring, and wreaking havoc with your roof. This

Allstate shows mayhem causing the car accident you should have

brilliant spot for Allstate Insurance shows in no uncertain terms

seen. Allstate Insurance. Because mayhem is everywhere.

how a single raccoon can be a homeowner’s worst nightmare.

Allstate Courteous Driver - Portland Leo Burnett / Chicago Category: Radio

VoiceOver 1: Mayhem is everywhere. Mayhem: I’m an overly courteous Portland driver. You’re an equally courteous Portland driver. We meet at a four way stop. Looks like a courteous face-off. I look at you like, ‘you go.’ And you’re like, ‘you go.’ And I’m like, ‘no, you go.’ And you’re like ‘no, you go.’ So we both go. SFX: Cars collide. Mayhem: Oh, I’m sorry. Know what else is sorry? Your cut rate

Allstate Toddler Leo Burnett / Chicago Category: Film

insurance, because chances are it’s not paying for this. So get Allstate. You could save money and be better protected from Mayhem like me. VoiceOver 1: Dollar for dollar, nobody protects you from Mayhem better than Allstate.

Mommy! Mommy! Mommy Mommy Mommy Mommy Mommy! Mayhem is the fitful toddler in the back seat throwing things. Allstate Insurance gives you protection from mayhem.

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Charal Ostriches

Arcor - Menthoplus Drinks Lambada

Leo Burnett / Paris Category: Film

Leo Burnett / Buenos Aires Category: Film

This spot updates a famous Cannes Lion-winning commercial

This film for Arcor tells a story about a relationship between a

for Charal from many years ago by employing a slightly different

boy and a girl. It takes you on a jury before the rug is pulled out

premise and a new tagline.

from under you. A boy walks into a party and sees a girl he likes.

It’s a shame to lose your carnivorous instinct. Mmmmmm. Charal.

He makes a cute play for her attention, then lavishes her with thoughtful gestures. He comes across as sensitive, before making an unexpected and completely inappropriate advance. Menthoplus. Half candy, half drink.

Haomei Aluminum Bucalus Soundproof Windows Sound Wave Leo Burnett / China / Guangzhou Category: Ambient Media

Guangzhou is famous for noise pollution. To promote Bucalus Soundproof Windows, the facades of buildings along a heavily trafficked route into the city were painted with stark soundwave graphics dramatizing the loud noise outside and the silence inside.

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Diageo - Bundy 5 White Rum Ain’t No Nancy Drink

Orange Slovensko - Hockey Sponsorship The Lucky Puck

Leo Burnett / Sydney Category: Film

Leo Burnett / Bratislava Category: Ambient Media

This highly entertaining film is the work of the masterful director Tom Kuntz, of Old Spice fame. “It depicts a young man in a typically boring bar, with tired décor and dull people sucking down bland drinks. He is about to conform, and order a bland drink, when the barman (a magical fellow in a white tux) intervenes, and takes him on a musical journey through a world filled with players, gold, fountains and a camel - the character-filled world of Bundaberg Five.”

Orange is a sponsor of Slovenia’s National Hockey Team. To build support for the team at the World Hockey Championships, Orange let fans of the team throughout the country bless a lucky puck that was ultimately used in the team’s opening game of the tournament.

Procter & Gamble - Tide Tide Smart Bag Bulgari Hotels - La Scala Theatre Laundry Service Leo Burnett / Milan Category: Design Bulgari Hotels delivers all guest laundry in exquisitely crafted garment bags designed to look like the costumes of performers at La Scala Theater. The bags help promote the hotel’s ticket procurement service to this world famous theatre.

Leo Burnett / Dubai Category: Direct / Promo 20 billion plastic bags are used every year in Dubai, a staggering number that has generated immense debate in the U.A.E. about the environmental consequences of using plastic bags. To address the issue, Tide created the Smart Bag, a washable grocery bag that you can write your shopping list on. This brilliant functional promotional piece demonstrates Tide’s cleaning properties while simultaneously catering to environmentally conscious people. 20


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Leo Burnett NYC Computer Pencil Leo Burnett / New York City Category: Design

Leo Burnett NYC New York Writes Itself - Chairman Trailer Leo Burnett / New York City Category: Film (Web Video)

6325 keys from old Leo Burnett computers were recycled to

LB/NYC introduces us to the “chairman,” a resident New Yorker

form this art piece at the entrance of Leo Burnett New York City.

chosen to read aloud a few select submissions each week from the

Within the larger pencil image are hidden messages, such as

New York Writes Itself camaign. Scruffy and wizened, with a certain

“creativity has the power to transform human behaviour.”

disaffected grace, the chairman embodies a specific NYC ethos as only a true New Yorker could.

Leo Burnett NYC New York Writes Itself - Trailer Leo Burnett / New York City Category: Film (Trailer)

“New York Writes Itself” is a brilliant platform that empowers the people of New York to document the unique city they inhabit, filled with memorable characters, amusing interactions, and an undeniable pulse and energy. This trailer is a cinematic feast that celebrates the city’s people in each and every frame.

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Leo Burnett - Wildfire Cannes Lions Presentation The New Language of the 21st Century Leo Burnett / New York City Category: Design

The year’s Leo Burnett Wildfire seminar presented at the Cannes Lions Festival of Creativity was entitled “The New Language of the 21st Century.” An impeccably designed set of alphabet blocks were the centerpiece of the seminar, with each letter representing a part of a new world of communication. The 26 blocks collectively comprise a primer on communication in the 21st century that everyone working in marketing needs to know. Beyond the blocks, which served as a physical art installation people could interact with over the course of the week, a website was created which offers a “test” on people’s knowledge of this new alphabet. The seminar was a hit at Cannes, and the site is a powerful tool we can continue to use to educate our teams and our clients. Do you know your ABC’s?

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eBay Boxes

Diageo - Bundaberg Rum Watermark Plaque

Leo Burnett / Sydney Category: Ambient Media

Leo Burnett / Sydney Category: Print

eBay. Clever you! This highly imaginative use of ambient cleverly demonstrates to the public that they can buy the latest products new on eBay. An eBay box sits at the base of street billboards, with the words “buy it new on eBay” inscribed on its sides. This piece of street theater effectively hijacks other advertising to make a point about eBay’s services in a simple and direct way.

This small component of the larger Bundy Watermark campaign was held up as an example of a brilliant execution worthy of being scored as an independent piece. This commemorative brass plaque was placed on the walls of drinking establishments in Queensland that were submerged during the worst flooding in the region’s history. Brought to you by Bundaberg Rum as a lasting reminder to commemorate the Australian spirit.

Leo Burnett Chicago - Design Group Where the Wind Blows Leo Burnett / Chicago Category: Design

LB’s newly created design group wanted to make an impression on a nationwide conference of designers gathered in Chicago. To appeal to this very specific target audience, the team crafted an exquisite city guide to Chicago, showcasing the city from a designer’s perspective, with a focus on minutae and detail that made this publication a hot commodity at the design conference. Strong writing, powerful insights, and immaculate craft skills make this publication a fantastic testament to the skill set and creative prowess of this formidable team of people.

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Union Poistovna Insurance Turkey / Italy / Egypt / Croatia Leo Burnett / Bratislava Category: Print

This print campaign for Union Poistovna Insurance promotes holiday insurance for travelers by highlighting some of the common challenges found in popular tourist destinations. ‘In Turkey they haven’t known the meaning of the word steal for years. If you forget your wallet or expensive watch somewhere, you can come back hours later and still find them right where you left them.’ ‘Believe it or insure yourself.’ ‘Union Insurance.’ ‘Italians are the most courteous drivers in Europe. Traffic regulations are sacred to them. Go ahead and go for a drive in a car or hop on a scooter. You’re perfectly safe on Italian roads.’ ‘Believe it or insure yourself.’ ‘Union Insurance.’ ‘Egypt is known for its quality water with its beneficial effects on the body. Don’t hesitate to enjoy a sip of it from any well or faucet.’ ‘Believe it or insure yourself.’ ‘Union Insurance.’ ‘In Croatia, there are no sea-urchins. They were made up by the locals to scare away boisterous holiday makers. So take off your flip flops and head down to the sea!’ ‘Believe it or insure yourself.’ ‘Union Insurance.’

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Davivienda - Daviplata Mexico ‘70 / Argentina ‘78 / Spain ‘82 / USA ‘94 / South Africa ‘10 Leo Burnett / Bogota Category: Print

This campaign for Davivienda Bank uses the passion people have for World Cup football and powerful human insights to make a compelling point about its services. These in-store posters features the art direction employed by five of the World Cup tournaments from years past, and each visual tells the story of a momententous occasion in someone’s life, which interfered with the dream to attend the FIFA tournament as a fan. The tag line at the bottom of the posters reads:: ‘If something didn’t let you go, choose your plan for Brazil 2014 and start your financial planning now.’ ‘Davivienda Bank.’

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Diamond Coffee Office Worker / Bus Driver Leo Burnett / China / Hong Kong Category: Print

‘When everyone depends on you to stay awake.’ ‘Diamond Coffee.’

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Coca-Cola - Samurai Night Watchman / Cook / Xeroxman Leo Burnett / Manila Category: Print To convey the idea that Samurai energy drink delivers long-lasting energy to blue-collar workers, a series of panel illustrations were created that ran in the center of popular tabloid magazines. These intricately detailed illustrations tell the tales of hard-working men armed only with Samurai to power them through the challenges of their day. A night watchman wards off the various characters trying to sneak past him, a cook in a busy kitchen contends with hordes of hungry people, and a xeroxman handles a huge line of customers waiting for his services. The copy line reads: ‘Ready for the daily battle. Samurai Energy Drink.

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Canon - Large Format Printers Painter / Pygmy / Cleaner / Fencer Leo Burnett / Sydney Category: Print

These beautifully crafted print ads graphically dramatize the exacting precision of Canon Large Format Printers. ‘More precise than precise.’ ‘Canon Large Format Printers.’

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Harvest Centre - Children’s Shelter Home Punita / Dare to Dream Arc / Kuala Lumpur Category: Print (Brochures)

Beautifully illustrated brochures tell the powerful raw stories of the children of the harvest centre, an educational centre for girls and children facing obstacles in their education. These gripping stories are richly illustrated and provide a compelling reason to donate time, money, and energy to this organization.

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Pencil Shavings: 3Q11 GPC, London  

A roundup of Leo Burnett's 3Q11 Global Product Committee meeting in London, including links to 7+ work, creative profiles and more.

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