Page 1


L EO B U R N E T T WOR L DWIDE

Š 2015 Leo Burnett Worldwide. All Rights Reserved. This publication is for internal Leo Burnett Worldwide purposes only and may not be distributed to any third parties or reproduced in any form without the express prior written permission of Leo Burnett Worldwide. Not for commercial purposes.

LeoBurnett.com


A LOOK BACK 2014


TO LOOK FORWARD 2015


PURPOSE


It’s the answer to two simple questions: What do you believe? And what are you going to do about it? As humans, we all search for, strive for and long for purpose. Only when we can answer those two questions can we live a life that truly matters. A life that stands out and makes a difference.


10

A Look Back To Look Forward

— Leo Burnett Worldwide

Today’s marketplace is a vast ocean of branded content from countless brands all striving to be heard. To become a part of the conversation. To be “trending.” But without purpose, it’s all just noise. Purpose, on the other hand, tells us how and where and why and when a brand fits into a person’s life—and the value it provides. Purpose can align seamlessly with current trends—both in the world of advertising and human behavior— giving them strength and momentum. When used effectively, purpose leads to dynamic business change. At Leo Burnett, we believe the best way to look forward is to look back. In 2014, we helped brands in our portfolio from around the globe discover and embrace their purpose—from Procter & Gamble’s


A Look Back To Look Forward

— Leo Burnett Worldwide

Always #LikeAGirl to ABTO’s Bentley Burial to Samsung Maestros Academy. In this book, you’ll get to take a closer look at these campaigns and many more. You’ll discover how creativity can shape the trends happening around us. And even start new ones. And how brands with purpose can contribute a verse—inspiring, fulfilling real human needs and changing the way people think, feel and behave. And now, a look back.

11


12

A Look Back To Look Forward

— Leo Burnett Worldwide

A Look Back: 2014

March Woolworths awards AOR duties to Leo Burnett Sydney April — May

February Leo Burnett wins Network of the Year at the MENA Cristal Awards Pfizer awards business to three Leo Burnett offices: Italy, Vietnam and Germany

Leo Burnett named Network of the Year at the International ANDY Awards Art Directors Club of New York names Leo Burnett Network of the Year

August Leo Burnett Chicago wins national brand transformation assignment for McDonald’s

July Leo Burnett Paris wins EDF business

January

Gunn Report names Leo Burnett Worldwide N° 1 in its “All Gunns Blazing” category

June

The Inaugural Cannes Lions Health crowns Leo Burnett Network of the Year Leo Burnett wins record 64 Lions at the Cannes Festival of Creativity Leo Burnett helps Samsung win 6 Lions at Cannes, making the network the most awarded ad agency for Samsung Leo Burnett Tailor Made is recognized as the 2nd most awarded agency at Cannes with 22 Lions


A Look Back To Look Forward

— Leo Burnett Worldwide

September

Kinsale Shark Awards honors Leo Burnett as Network of the Year Samsung names Leo Burnett lead global agency

November Leo Burnett Chicago wins the Kraft business Epica honors Leo Burnett as Network of the Year

McDonald’s names Leo Burnett and Thjnk Germany lead agency

December

October

Leo Burnett is the first agency to take home four Hall of Fame awards at the Clios Leo Burnett Toronto wins STRATEGY Magazine’s Agency of the Year award

Ad Age Creativity names Leo Burnett Tailor Made the 7th most awarded agency in the world Ad Age Creativity names Leo Burnett the 3rd most awarded agency network

13


BENTLEY BURIAL ABTO


16

A Look Back To Look Forward

— Leo Burnett Worldwide

Death Of The Middle Class L EO BU R N E T T TAI LOR M A DE SÃO PAULO

There’s an enormous chasm between the 99% and the 1%. And it grows wider every year. Leo Burnett São Paulo saw this emerging trend as an opportunity to raise awareness for an important cause. So they invited Brazil’s most eccentric millionaire, Count Chiquinho Scarpa, to announce on Facebook that he was going to bury his half a million dollar car—inspired by the pharaohs who buried their treasures. With a single post, all of Brazil and much of the world was outraged. More than 172 million people were impacted, only on social networks. The truth behind the prank was kept secret until the Bentley was lowered into the ground. Then on live television, Scarpa stopped the burial and announced the cause: That every day, people bury something so much more valuable than a car—their organs—the greatest waste in the world. In just one month following the event, organ donations increased by 31.5%.

TH E ORGAN DONATIONS POST H AD 74 3% MORE SH ARES TH AN TH E ORIGINAL BENTLE Y BURIAL POST.

More than 172 million people were impacted, only on social networks. And in just one month following the event, organ donations increased by 31.5%.


Bentley Burial became the #1 trending topic in Brazil and #2 in the world. Organ donations had never before had so much publicity and debate.


18

A Look Back To Look Forward

— Leo Burnett Global

ABTO — BENTLEY BURIAL

Creativity named Leo Burnett Tailor Made the N°7 most awarded agency in the world. 1 Grand Prix, AME Awards 1 Grand Prix, Wave Awards 1 Grand Prix, FIAP Awards 1 Grand Prix, Effie Awards 1 Gold, Facebook Studio Awards 1 Grand Prix, El Ojo Awards 2 Gold, FIAP Awards 5 Gold, El Sol Awards 1 Gold, New York Festivals 1 Gold, Cannes Lions 2 Gold, Clio Awards 2 Gold, Epica Awards 2 Gold, London International Awards 2 Gold, Kinsale Shark Awards 1 Gold, AME Awards 5 Silver, Cannes Lions 2 Silver Pencil Nominations, D&AD 1 Silver, One Show Awards 2 Silver, FIAP Awards 1 Silver, Epica Awards 1 Silver, New York Festivals 4 Bronze, New York Festivals 4 Bronze, Cannes Lions 4 Bronze, Clio Awards 1 Bronze, One Show Awards


A Look Back To Look Forward

— Leo Burnett Global

19


20

A Look Back To Look Forward

— Leo Burnett Worldwide


LIKE A GIRL PROCTER & GAMBLE ALWAYS


22

A Look Back To Look Forward

— Leo Burnett Worldwide

Re-Rise of Feminism L EO BU R N E T T TO RO NTO, CHI CAGO, LO ND O N

The feminist movement is not dead. Far from it. From Malala Yousafzai’s Nobel Peace Prize to Emma Watson’s He For She movement uniting the sexes for gender equality, women are on the rise like never before. Except, perhaps, for young women. Young women experience the biggest drop in confidence during puberty, around the same time as their first period. As a society, we contribute to that drop with common playground insults of being “like a girl.” But what if we could change the meaning of “like a girl” and make it mean amazing things? A social experiment was born. Always simply asked people pre- and post-puberty to interpret the phrase “like a girl.” The video was a bombshell. With 48 million views in North America alone, #LikeAGirl became the most watched video in P&G’s history. 76 million views globally made it the N°2 viral video of the year. #LikeAGirl gave girls a platform to inspire confidence in girls everywhere by showing the world what they do #LikeAGirl. The feminist movement is definitely not dead.

290 million social impressions

Increased Twitter followers by 195.3%

One million people shared the video


76 million views globally made “Like A Girl� the #2 viral video of the year.


24

A Look Back To Look Forward

— Leo Burnett Worldwide


A Look Back To Look Forward

— Leo Burnett Worldwide

P & G A LW AY S — LIKE A GIRL

With 48 million views in North America alone,“Like A Girl” became the most watched video in Procter & Gamble history. 1 Grand Prix, Clio Awards 1 Grand Prix, Epica Awards 2 Grand Prix, Eurobest Awards 5 Grand Prix, Cristal Awards 2 Gold, Clio Awards 4 Gold, Eurobest Awards 2 Gold, London International Awards 8 Gold, Cristal Awards 1 Gold, Epica Awards 3 Silver, Clio Awards 2 Silver, Cristal Awards 2 Silver, Epica Awards 2 Silver, Eurobest Awards 2 Silver, Kinsale Shark Awards 1 Silver, London International Awards 3 Bronze, London International Awards 1 Bronze, Kinsale Shark Awards 1 Bronze, Eurobest Awards 1 Bronze, Clio Awards

25


26

A Look Back To Look Forward

— Leo Burnett Worldwide

DU TELECOMMUNICATIONS

TOO BORING TOO COMPLICATED TOO SCARY TOO DEPRESSING


A Look Back To Look Forward

— Leo Burnett Worldwide

27


28

A Look Back To Look Forward

— Leo Burnett Worldwide

Branded Networks L EO BU R N E T T DU BAI

Dipping into other territories can add something special to a product. To add value, brands are teaming up with other brands in new and creative ways. This year, Leo Burnett Dubai showed the world how creating the right branded network can spark magic. To inspire loyalty between dual-phone users, we decided to leverage people’s passion for movies and partnered with VOX Cinemas to launch DU Tuesday. On Tuesdays, DU Mobile would give away two movie tickets for the price of one to their customers. “Movie-going” is particularly high in UAE due to the heat most of the year and it being one of the only youth-oriented outings that is acceptable within the Islamic culture. The results? DU exceeded its redemption target by 95% within five months. And 57% less churn means DU increased loyalty with its dual-phone users.

Exceeded redemption target by 95% within 5 months

1 Grand Prix, Cristal Awards 1 Gold, Cannes Lions 4 Gold, Dubai Lynx 2 Gold, London International Awards 1 Gold, Cristal Awards 3 Silver, Dubai Lynx 1 Bronze, Dubai Lynx 1 Bronze, Epica Awards

Winner of the first-ever Gold Film Cannes Lion in the history of MENA


TSN

THE KINGS & QUEENS OF THE COURT Theater of the Streets LEO BU R N E T T TO RO NTO

In a crowded marketplace, sometimes the way to speak the loudest is to do something small. Tumblr versus print. Hyperlocal versus TV. Or the fence at a tennis court versus traditional billboards.

During any big sporting event, people get excited about playing that sport. Countless local players would be on the courts leading up to the event, so we created murals and headlines right there on the fences of local tennis courts with 15,000 tennis balls.

TSN is the official Canadian broadcaster of the US Open, one of the world’s biggest Grand Slam tennis tournaments. To attract big audiences, the network needed to create buzz around the event. So we decided to do something really small—we invented a new media opportunity.

The result? TSN viewership jumped 24% over the previous year. That’s over 2 million new viewers.

We combined design and sport to create artistic messages. We didn’t clutter those tennis courts with advertising. We enhanced them.

2 Gold, London International Awards 3 Silver, London International Awards 1 Bronze, London International Awards


32

A Look Back To Look Forward

— Leo Burnett Worldwide

SMART BIKE SAMSUNG


A Look Back To Look Forward

— Leo Burnett Worldwide

33


34

A Look Back To Look Forward

— Leo Burnett Worldwide

Democratization of Design L EO BU R N E T T M I LAN

Design no longer happens solely behind corporate walls. Consumers, or prosumers, have access to information and resources to bring their ideas to life like never before. 3D printing. Kickstarter. And now, Samsung’s Maestros Academy. Samsung created the first digital platform connecting Italian artisans with young digital natives. As part of this program, they paired world-famous bike frame builder Giovanni Pelizzoli with a young woman dreaming of opening her own bike shop. The result? The Samsung Smart Bike—the first bicycle that protects the rider with its technological soul. Controlled by a Samsung smartphone, the frame can project a bike lane where there isn’t a real one with four laser beams. A GPS tracking system tells local authorities which routes need to be turned into real bike lanes. And a safety camera is there to always watch your back.

Facebook posts reaching 4.5 million users 30 million media impressions in Italy 6 million TV viewers

Debuted at Milan Design Week, the world’s most prestigious design show


In Italy, bicycles are the most unsafe vehicles of all, with the highest mortality index. — ITALIAN NATIONAL INSTITUTE OF STATISTICS, 2013


36

A Look Back To Look Forward

— Leo Burnett Worldwide

SAMSUNG — SMART BIKE

Called the “Ride of the Future” by Fortune magazine, Samsung’s Smart Bike is a prime example of a brand leveraging its core expertise – technology – to try to make the world a safer place. 6 Gold, Art Directors Club of Italy Awards 1 Gold, Cannes Lions 3 Gold, Kinsale Shark Awards 1 Gold, Art Directors Club of Europe 3 Gold, Kinsale Shark Awards 1 Silver, Kinsale Shark Awards 1 Silver, Art Directors Club of Italy Awards 1 Silver, Eurobest Awards 2 Bronze, Cannes Lions 1 Bronze, Clio Awards 1 Bronze, Epica Awards 1 Bronze, Art Directors Club of Italy Awards


A Look Back To Look Forward

— Leo Burnett Worldwide

37


38

A Look Back To Look Forward

— Leo Burnett Worldwide

S-DRIVE SAMSUNG


A Look Back To Look Forward

— Leo Burnett Worldwide

39


40

A Look Back To Look Forward

— Leo Burnett Worldwide

Safety on the Roads L EO BU R N E T T SY DN EY

Partnerships between phone and car companies are gaining speed. Connecting a smartphone with a car opens a world of possibilities. But could it also save lives? Australia is facing an epidemic of road accidents, many of which are caused by distracted driving. We decided to do something about it. Tapping into the potential of smartphones, Leo Burnett Sydney and Samsung created an application called S-Drive. After launching automatically in a custom-designed dashboard cradle, the app functions in “safe-driving mode.” Only voice-activated texts and calls are allowed. It also sends alerts if the driver is speeding. For every safe kilometer driven by users of S-Drive, we offered various incentives. Where it ran, roads experienced their lowest number of accidents in decades. This hugely successful initiative and its growing popularity have saved lives. S-Drive already has over one million total safe-kilometer drivers, and Australia’s roads where the program ran experienced the lowest death toll since 1936.

T HE LOW E ST D E AT H TO L L S I NCE 1 936.

1,024,486 total safe-kilometer drivers.


42

A Look Back To Look Forward

— Leo Burnett Worldwide


A Look Back To Look Forward

— Leo Burnett Worldwide

SAMSUNG — S–DRIVE

Samsung’s S-Drive helped save lives. Where the program ran, roads experienced the lowest number of accidents in decades. 2 Gold, London International Awards 1 Gold, Kinsale Shark Awards 1 Gold, Kinsale Shark Awards 5 Silver, Spikes Awards 1 Silver, Cannes Lions 1 Silver, Kinsale Shark Awards 2 Bronze, Cannes Lions 1 Bronze, Clio Awards 2 Bronze, Spikes Awards

43


44

A Look Back To Look Forward

— Leo Burnett Worldwide

IF ONLY FOR A SECOND MIMI FOUNDATION


A Look Back To Look Forward

— Leo Burnett Worldwide

45


46

A Look Back To Look Forward

— Leo Burnett Worldwide

Redefining Well-being L EO BU R N E T T PAR I S

It has been a year of changing how we think about health and well-being. Wearable technology put health-monitoring in patients’ hands. Virtual visits brought doctors as close as the nearest computer. And in Paris, cancer was stopped dead in its tracks, if only for a second. The Mimi Foundation asked 20 cancer patients to participate in its “If Only for a Second” project. They were invited to a studio to get their hair and makeup done. During the makeover, they weren’t able to see themselves. A picture immortalized the moment when they opened their eyes. All the pictures were assembled into an art book and sent to influencers around the world. Looking through the book, they discovered smiles, laughs and faces filled with joy. Then they watched the video.

One tweet was sent every two minutes, nonstop.

Donations to the Mimi Foundation went up 198%. Thousands of copies of the book have already been preordered at 60 euros a book.


“You immediately stop being carefree when you learn that you’re ill,” said one cancer patient. “And believe me, I was really carefree … I wish I could still do that.”


48

A Look Back To Look Forward

— Leo Burnett Worldwide


A Look Back To Look Forward

— Leo Burnett Worldwide

MIMI FOUNDATION — IF ONLY FOR A SECOND

In only two weeks, and without a media buy, the film was seen more than 15 million times on YouTube. 1 Gold, Cannes Lions 1 Gold, Art Directors Club of New York 1 Gold, New York Festivals 1 Gold, AICP/Next Awards 2 Gold, Clio Awards 1 Gold, Kinsale Shark Awards 1 Gold, Kinsale Shark Awards 5 Gold, Cristal Awards 8 Silver, Cannes Lions 1 Silver, Clio Awards 1 Silver, London International Awards 1 Silver Pencil Nomination, D&AD 1 Silver, One Show Awards 5 Silver, Kinsale Shark Awards 3 Silver, Art Directors Club of Europe 2 Silver, New York Festivals 1 Silver, Cristal Awards 2 Bronze, Clio Awards 1 Bronze, Andy Awards 1 Bronze, Eurobest 1 Bronze, London International Awards 1 Bronze, New York Festival 2 Bronze, Kinsale Shark Awards

49


SPC SUNDAY SPC ARDMONA


Consumers In Chief LEO BU R N E T T M EL BO UR NE

Brands are answering to a new kind of CEO: the consumer. Thanks to social media amplifying the end user’s voice, a single tweet has the power to destroy a company. Or, in the case of SPC Ardmona, save one. Australia’s largest fruit processing company felt a strain from cheap imports flooding the market. SPC needed a savior. And even with thousands of jobs on the line, there was no sign of help from the prime minister. But we found the help we needed in an everyday Australian’s tweet.

On a Thursday, a tweet from Linda Drummond encouraged her friends to support the brand by eating SPC on Sunday. We saw #SPCSunday as a movement the country could embrace. With only a few days to act, we immediately formed a partnership to help turn her hashtag into a corporate success story. In three days we’d reached the majority of the nation. Families all over Australia sat around their tables on #SPCSunday, rekindling their love for the brand. SPC fruit sales went up 60%. Twitter impressions totaled 14.9 million. Best of all, SPC was granted a $100 million rescue package, plus a 5-year deal with the country’s biggest supermarket chain, saving 3,000 jobs and the future of an iconic Aussie brand.

1 Grand Prix, APMA Star Awards 2 Gold, ADMA Awards 1 Gold, APMA Star Awards 1 Gold, Epica Awards 1 Gold, Cristal Awards 2 Silver, Cristal Awards 2 Bronze, Spikes Asia 1 Bronze, Cristal Awards

Thanks to the power of a hashtag, fruit sales went up 60%.


SPANISH LOTTERY

CHRISTMAS LOTTERY


The Human Element LEO BU R N E T T M A DR I D

While our digital world grows, so does our nostalgia for simpler times. The desire for genuine human connection has never been more prevalent. After a year filled with scandals and scams in the news, how could the Spanish Lottery remind everyone that generosity still exists? Buying and sharing lottery numbers is a Christmas tradition. So we told the simple human story of Manuel. He used to buy a lottery ticket every year at his local bar. Down on his luck, he didn’t buy a ticket this time, and all his friends at the bar won. When he goes to congratulate them, Manuel finds out that his friend Antonio has saved him a winning ticket.

An immersive, interactive experience completes the campaign with eight more stories that narrate the interconnected experiences of other winners at Antonio’s bar. It uncovered real stories of actual heroes that once did as Antonio and saved a winning ticket for somebody. The campaign has gathered more than 8 million YouTube hits. It was a trending topic for the first three days. And it has generated countless free media impressions, spoofs and memes. Our story of human generosity became one of the most viral and talked about campaigns in Spain’s advertising history.


PAMPERS

MUM’S FIRST BIRTHDAY


Celebrating Motherhood LEO BU R N E T T TO KYO

When it comes to advice on how to be the perfect mom, there are more questions than answers. The truth is, moms are just navigating as best they can. Especially during that first year. So instead of debating the approaches to motherhood, Pampers simply wanted to celebrate it.

We followed a group of moms in Japan as they took their babies in for their first annual checkup. During the appointment, the dads and a team of professionals prepare a special celebration outside the doctor’s office. When the moms discover their appreciation, we see genuine human moments between young families. The special celebration was documented in a poignant short film. The documentary struck an emotional chord with moms, reeling in over 4 million views. But the digital content didn’t stop there. We also created a unique website that lets anyone send “Happy First Birthday” messages to any mom. Pampers created this campaign as a way of thanking moms for the most important year of their lives – the year where they focused not on themselves, but the happy, healthy development of their new baby.


CATCH A PLANE S7 AIRLINES


MILES!

Connecting for Goods LEO BU R N E T T M O SCOW

It’s never been easier for consumers to connect with a brand. Making these connections credible and compelling is the key. Leo Burnett Moscow found a way for the world to connect with S7 Airlines in an entirely new way. 1 Gold, Golden Drum Awards 1 Silver, Cannes Lions 1 Silver, Epica Awards 2 Silver, Golden Drum Awards

S7 Airlines wanted to inform consumers about its frequent flyer program and Oneworld alliance destinations. S7 Airlines launched a branded iPhone application called Catch-a-plane. Anyone in the world who downloaded the app could earn free miles whenever an S7 plane flew overhead. We reinvented the concept of a rewards program. Instead of consumers being rewarded for spending money, they’re rewarded for connecting with the brand. Since any smartphone user in the world can participate, this became the largest promotion ever for S7 Airlines.


BUSINESS IN THE COMMUNITY

SECOND CHANCE


Crowdsourcing Social Change LEO BU R N E T T LO ND O N

The power of the crowd has reached an all-time high. It is fighting race and gender discrimination, cyberbullying, even sexual predators. Leo Burnett London decided to bring this powerful trend to Business in the Community, which was busy fighting for another kind of social change.

The fight? 75% of employers admit to rejecting applicants with a criminal record, even though offenders are significantly less likely to reoffend if they find a job. So how do you get people to reassess their prejudice against ex-offenders? We put them in the position of someone interviewing an ex-offender. Then we subverted the familiar “SKIP AD>>” button found in online ads. If you hit skip, the offender reappears feeling defeated. If you do not, he grows in confidence.

1 Grand Prix, DMA Awards

1 Silver, Art Directors Club of Europe

3 Gold, DMA Awards

1 Silver, Epica Awards

1 Gold, Art Directors Club of Europe

2 Bronze, Clio Awards

1 Gold, Kinsale Shark Awards

3 Bronze, Cannes Lions

2 Bronze, Art Directors Club

3 Bronze, Epica Awards

1 Silver Pencil Nomination, D&AD

3 Bronze, London International Awards

3 Silver, Clio Awards

1 Bronze, DMA Awards

3 Silver, DMA Awards

1 Bronze, Eurobest Awards

2 Silver, Kinsale Shark Awards

1 Bronze, Kinsale Shark Awards

1 Silver, International Andy Awards

The film started a debate to Ban The Box— applying pressure on employers to remove the criminal disclosure box from job application forms.


60

A Look Back To Look Forward

— Leo Burnett Worldwide

SAVE 30 ESURANCE


A Look Back To Look Forward

— Leo Burnett Worldwide

61


62

A Look Back To Look Forward

— Leo Burnett Worldwide

Transparency L EO BU R N E T T C H I CAGO

These days, consumers not only expect transparency in everything, they demand it. They want nutritional facts. They want to know what’s going on behind the scenes. They want to know what your company really stands for. Esurance is all about passing on savings to its customers. So Leo Burnett Chicago came up with a simple idea. Instead of spending millions to run a clever Super Bowl ad, Esurance bought the first commercial after the Super Bowl and saved $1.5 million. Then, Esurance promised to give all those savings to one lucky winner. All you had to do was tweet #EsuranceSave30. In the first 60 minutes, there were 224,000 responses. In 36 hours, there were 5.4 million hashtag uses leading to 2.6 billion social media impressions. And without even requiring followers to participate, Esurance’s Twitter followers jumped from 9,000 to more than 270,000 — an increase of almost 3,000%. Esurance won the Super Bowl conversation without ever being in it. And all that buzz was inextricably linked to who they are as a company.

#EsuranceSave30 was tweeted 224,000 times in the first two minutes after the spot aired.

2.6 billion social media impressions


Esurance’s Twitter followers jumped from 9,000 to over 270,000 —an increase of almost 3,000%.


64

A Look Back To Look Forward

— Leo Burnett Worldwide


A Look Back To Look Forward

— Leo Burnett Worldwide

ESURANCE — SAVE 30

Crowned the winner of the 2014 Social Super Bowl, Esurance Save 30 earned more than 2.6 billion social media impressions in 36 hours. 1 Gold, Kinsale Shark Awards 2 Gold, Cristal Awards 1 Silver, Cannes Lions 1 Silver, Cristal Awards 2 Bronze, Cannes Lions 1 Bronze, Clio Awards

65


I HATE THAILAND THAILAND TOURISM


Native Advertising LEO BU R N E T T BA NGKO K

Sometimes the best advertising doesn’t look like advertising at all. As consumers grow numb to the clutter of messages, brands are trading the traditional format for content that feels more native. Thailand needed to remind visitors why they fell in love with the country. A way to tell the story of the friendliness and hospitality of its people. We released an unbranded and uncredited video online titled “I Hate Thailand.� The video begins with James hating Thailand because his bag was stolen. But Thai people change his mind with their generosity.

Considered an unconventional approach to tourism marketing, the film stood out for its charming story. The interest and attention it drew as a stand-alone, unbranded film amplified its key messages following its reveal as Tourism Authority of Thailand content. The five-minute video quickly drew the attention of people around the world and raked in a million views within just three days. The film now has more than 2.5 million views and continues to reinforce what makes Thailand special.


CEYLON NEWSPAPERS — MAWBIMA

THE WORLD’S FIRST MOSQUITO– REPELLENT NEWSPAPER


70

A Look Back To Look Forward

— Leo Burnett Worldwide

New Uses for Old Things L EO BU R N E T T C O LO M BO

Everywhere you look, consumers and businesses are finding new uses for old products. Recycling them. Transforming them to make them environmentally friendly. And in Sri Lanka, innovating them to save lives. In Sri Lanka in 2013, the deadly mosquito-borne dengue fever had reached epidemic proportions. More than 30,000 people were infected, and the disease had claimed too many lives, including those of young children. Sri Lankan newspaper Mawbima wanted to do its part in the fight against dengue. But how could it truly make a difference? The dengue mosquito strikes in the early morning and evening—the very time people read the newspaper. This gave us an idea. If we mixed citronella essence, (a natural and highly effective mosquito repellent) with ink, we could create a newspaper in which every letter of every word stops mosquitos from biting. The first mosquito-repellent newspaper was published during National Dengue Week. It sold out by 10 a.m.— a sales increase of 30%. Newspaper readership increased by 300,000, allowing us to help and educate more people than we ever expected. Through the power of a simple innovation, we had given Mawbima the last word on dengue.

1 Gold, AdFest Awards 1 Lotus Roots Award, AdFest Awards 2 Bronze, Clio Awards 1 Silver, London International Awards 4 Silver, Spikes Asia 1 Bronze, Epica Awards

The newspaper sold out by 10 a.m., yielding a sales increase of 30%.


72

A Look Back To Look Forward

— Leo Burnett Worldwide

CREATIVITY WITHOUT BORDERS


A Look Back To Look Forward

— Leo Burnett Worldwide

73


74

A Look Back To Look Forward

— Leo Burnett Worldwide

Creativity Without Borders is a creative approach that allows us to unite speed, culture and our global network to create interesting and bold ideas that feed our society’s need for engaging and rewarding content. The borderless approach will set the benchmark for cultural communications, and it opens up remarkable possibilities for the way that we, as an organization, operate and ultimately deliver for our clients. 2014 was one of Leo Burnett’s strongest years for creative work. With 34 Grand Prix wins and Network of the Year in six different award shows,


A Look Back To Look Forward

— Leo Burnett Worldwide

Leo Burnett Worldwide is the third most awarded agency network in the world. The Gunn Report has put us at the top of its All Gunns Blazing category 6 years in a row and describes us as a leader in new-world thinking. That is a trend we look forward to continuing.

All Gunns Blazing Nº1— 6 Years in a Row

75


2014 AD AGE AGENCY RANKINGS


WORLD’S TOP AGENCY NETWORKS

Ogilvy & Mather

3620

BBDO Worldwide

2635

Leo Burnett Worldwide

2215

DDB Worldwide

1935

Wieden & Kennedy

1260

Young & Rubicam Group

1210

TBWA Worldwide

1195

FCB

1165

Saatchi & Saatchi

1095

McCann Worldgroup

1050

TOP 10 CHIEF CREATIVE OFFICERS

WORLD’S TOP AGENCIES

1.David Droga, Droga5 2.Jesse Coulter, CAA Marketing 3.Ted Royer, Droga5, New York 4.Marcelo Reis, Leo Burnett Tailor Made 5.David Lubars, BBDO 6.Chris Garbutt, Ogilvy & Mather 7.Gerry Graf, Barton F. Graf9000 8.Prasoon Joshi, McCann Worldgroup 9.Andy DiLallo, Leo Burnett, Sydney 10.Mark Tutssel, Leo Burnett Worldwide

Forsman & Bodenfors, Gothenburg Dentsu, Tokyo Wieden & Kennedy, Portland Droga5, New York CAA Marketing, Los Angeles Adam & Eve, DDB, London Leo Burnett Tailor Made, São Paulo BBDO New York, New York Ogilvy & Mather, Paris Ogilvy & Mather, São Paulo

1185 815 695 660 615 575 525 475 415 410

WORLD’S TOP ADVERTISERS Volvo AB Volvo Unilever Procter & Gamble Co. Heineken Honda Motor Co. Chipotle Mexican Grill Volkswagen Fiat Chrysler Automobiles Sony Corp. Nike Coca-Cola Co. Harvey Nichols Time Warner Mondelez International Penguin Random House Terre des Hommes

1140 740 725 720 720 645 620 525 515 510 475 385 385 375 375 370

350 Action Samsung Electronics Co. International Airlines Group IBM Corp. Apple Diageo Google Pharrell Williams & Universal New Zealand Transport Agency

360 345 340 305 290 280 275 230 215


78

A Look Back To Look Forward

Network of the Year Awards 2014

— Leo Burnett Worldwide


A Look Back To Look Forward

— Leo Burnett Worldwide

79


80

A Look Back To Look Forward

34

— Leo Burnett Worldwide

2014 Overall Grand Prix Awards

GRAND PRIX

4

Hall of Fame Awards

GRAND PRIX GRAND PRIX 4 HALL OF FAME GRAND PRIX 3 GRAND PRIX GRAND PRIX GRAND PRIX GRAND PRIX 2 GRAND PRIX GRAND PRIX 2 GRAND PRIX FOR GOOD, CANNES LIONS HEALTH

CLIO AWARDS

MENA CRISTAL AWARDS

CLIO AWARDS

EUROBEST AWARDS

EPICA AWARDS

ADFEST AWARDS

EL OJO AWARDS

KAM FAM AWARDS

AME AWARDS

WAVE FESTIVAL

NEW YORK FESTIVALS


A Look Back To Look Forward

GRAND PRIX GRAND PRIX 2 GRAND PRIX FIAP AWARDS

DMA AWARDS

INTERNATIONAL FAB AWARDS

GRAND PRIX GRAND PRIX GRAND PRIX

EFFIE AWARDS BRAZIL

MDA D AWARDS

TINA AWARDS

— Leo Burnett Worldwide

GRAND PRIX GRAND PRIX GRAND PRIX 9 GRAND PRIX AGENCY OF THE YEAR CODE AWARDS

APMA STAR AWARDS

CITRAPARIWARA AWARDS

CRISTAL AWARDS

Brazil, Canada, Australia, Italy France, Malaysia, Korea, Vietnam, Costa Rica, Indonesia, Sri Lanka

81


82

A Look Back To Look Forward

— Leo Burnett Worldwide

At the root of it all is a portfolio of brands wise enough to embrace their purpose in the world. To have a point of view on current issues. To share those views. And to influence others to get involved.


A Look Back To Look Forward

— Leo Burnett Worldwide

Brands today have to be entertaining, engaging, stimulating, interactive, informative and interesting simply to gain attention. And that’s just green fees. They also have to move with culture. The more successful brands shift culture. The best are cultures themselves. To emotionally connect with people, brands must be relevant, rewarding and, above all, useful. Because creating “human value” forges lifelong emotional relationships with people. We hope the biggest trend of 2015 is that more and more brands will seek out their purpose and put it to work in the marketplace. The work you’ve seen in this book certainly makes a good case for it. But while that’s in the works, here are a few trends to look for in the years to come. We can’t wait to see which of our brands will take full advantage of them.

83


84

A Look Back To Look Forward

TOMORROW’S WORLD WILL BECOME MORE AGILE THROUGH CONNECTIONS. Your phone will be a faster wallet. Your car will be a wireless network. Your TV will be called YouTube. Every appliance and piece of technology in your home will be interconnected and always on. A new universal language is evolving. Fearless brands will learn to speak it and move with rapid velocity.

— Leo Burnett Worldwide


86

A Look Back To Look Forward

— Leo Burnett Worldwide

IMPACT NEVER BEFORE HAS THE SAYING “THE CUSTOMER IS ALWAYS RIGHT” BEEN MORE TRUE. Through social media, consumers are enjoying, and exercising, their newfound power. Their voices are being heard. And they are LOUD. They have gotten executives fired for inappropriate tweets, taken products off shelves and movies out of theaters, and forced companies with questionable ethics to rethink their business practices. It’s mob rule. Who will be able to wrangle this new force in the world?


A Look Back To Look Forward

— Leo Burnett Worldwide

87


88

A Look Back To Look Forward

— Leo Burnett Worldwide

And With That, We Look Forward


A Look Back To Look Forward

— Leo Burnett Worldwide

89


Š 2015 Leo Burnett Worldwide. All Rights Reserved. This publication is for internal Leo Burnett Worldwide purposes only and may not be distributed to any third parties or reproduced in any form without the express prior written permission of Leo Burnett Worldwide. Not for commercial purposes.

LeoBurnett.com


A Look Back to Look Forward  
Read more
Read more
Similar to
Popular now
Just for you