pencil havings a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
A Letter from Mark Dear Friends, At the beginning of March, I was delighted to spend a week with the 1Q11 Global Product Committee in Lisbon, Portugal, immersed in the creative output of our global network. Along with 30 of our agency’s brightest minds, I pored over the work created by Leo Burnett Worldwide, reveling in the brilliance of our global family, and discussing possible improvements to campaigns and executions. I encourage all of you to take a look at the following pages, to see the outstanding 8-balls and 7+ work we culled together after four days of deliberations. This edition of Pencil Shavings spotlights a few of the creative teams leading our agency into the future, and profiles our amazing host agency in Lisboa, which has won virtually every creative award our industry has to offer in the last few years. I left Portugal hugely inspired by the work we saw, encouraged by the camaraderie of our company across markets and borders, and with high hopes for our company in 2011 and beyond. Please take some time to look at the best work we’ve done so far this year. The future is bright indeed.
The 1Q11 Global Product Committee evaluates a 3D animation piece. 1
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
Ideas With Direction Over the course of our week in Lisbon, we exchanged a lot of critiques as we evaluated the work. I’d like to share with you one particularly memorable story Fernando Bellotti shared with the panel while assessing an ad. Asked to comment on a beautiful but strategically unsound execution, Fernando, the Regional Creative Director of Latin America, relayed to the group the story of a Brazilian priest named Adelir Antonio de Carli, who was known in Brazil by his affectionate nickname, “Padre Baloeiro,” or “Father Ballooner.” In an effort to raise money to build a spiritual center, the good priest attemped to break the world record for the longest cluster balloon flight in history, by putting on a harness strapped to 1000 helium balloons. He took off from the port city of Paranagua with great fanfare, and as the balloons sailed out of sight over the ocean, it seemed clear that he was destined to achieve his goal. However, as he drifted off into the unknown, the good priest used his mobile phone to place a frantic call to his devotees, in which he requested instructions to help him operate his GPS device. Sadly, that phone call was the last anyone ever heard from Padre Baloneiro. Fernando delivered this story with deadpan humor, then pointed to the ad in front of the group and said, “This ad is like that - lots of color and energy, but it is missing direction.” Fernando’s account of the lost Brazilian priest captures a powerful insight into the nature of our business. It’s not enough to have an idea, or to have enthusiasm, or to create something that’s beautiful and colorful and eye-catching. Getting people’s attention is only half the equation: everything we do must also be rooted in brilliant thinking, and a core brand purpose that provides our clients with clear direction. I’m pleased to say that most of the work we saw this quarter had strong strategic thinking underlying it. This laser-sharp focus we place on the purpose of brands is one of the signatures of HumanKind thinking. Creativity without that emphasis on brilliant thinking is simply decoration, and ultimately leads nowhere. I’m hugely encouraged by the direction our network is heading in. This quarter’s 7+ collection features outstanding work for big, blue chip clients like Sony, Canon, Kellogg’s, Allstate, Fiat, eBay, Lego, McDonald’s, Heineken, & Jeep. We’ve started the year off strong, and we’re well positioned to improve on last year’s stellar performance. Please take a few minutes to review the work on the following pages, and to meet some of our best and brightest creative teams. Every GPC is littered with inspiring ideas and fresh perspectives. Make sure you sample your share of them.
Kind regards,
Mark Tutssel Chief Creative Officer Leo Burnett Worldwide
2
HumanKind doesn’t speak to people, it speaks with them GPC 1Q
11
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
Contents The 1Q11 Committee
5
Tura: The Dog With the Most Lions: LB Iberia’s Award-Winning Creative Director
6
Russia’s Boy Genius: Grisha Sorokin: Moscow’s Interactive Creative Director
7
Talent In The True North: Steve Persico & Anthony Chelvanathan Collect Five 8-Balls
8
The 1Q11 8-Ball Gallery
9
The 1Q11 7+ Gallery
16
Tura’s Award Gallery
32
4
GPC 1Q
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
11
1Q11 Committee Mark Tutssel Worldwide
Amy Cheronis Chicago
Chaco Puebla Country
Francisco Cassis Madrid
Eirik Stensrud Oslo
Fuad Ahmad Worldwide
Guillaume Chifflot Paris
Miguel Simoes Lisbon
Ryan Wagman Chicago
Eric Rosa Lisbon
Gareth Simpson London
Isabel Ontoso Madrid
Nuno Ferreira Chicago
Peter Bidenko Dubai
Giorgio Brenna Milan
Paolo Dematteis Milan
Grisha Sorokin Moscow
Maria Bernal Chicago/Lapiz
Patti Temple-Rocks Chicago
Riccardo Robiglio Milan
Susan Credle Chicago
Bill Rosen Chicago
Fernando Bellotti Buenos Aires
Laurence Klinger Chicago/Lapiz
Renato Lopes Lisbon
Steve Persico Toronto
Anthony Chelvanathan Toronto
Andreas Pauli Frankfurt
Paulo Areas Madrid
Rosalie Geier Chicago
Tom Bernardin Chicago
Tura Lisbon
5
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
Tura: The First Dog To Win A Cannes Lion You know you’ve arrived at an evolved agency when there’s a dog running around like she owns the place. A lean, restless white mongrel named Tura spends much of her day wandering through the airy halls of Leo Burnett Lisboa, venturing in and out of production rooms and creative meetings, while occasionally begging for scraps and pleading for belly rubs. You’ll hear her occasionally unleash a sudden barrage of furious barking when she encounters a suspicious stranger or a substandard ad, because Tura doesn’t suffer fools or bad ideas lightly. She is, after all, one of the world’s most awarded ad executives, and she didn’t get that way by rolling over. In the words of Madonna, “sometimes you have to be a bitch to get things done,” and no one knows that better than Leo Burnett Iberia’s preeminent Creative Advisor. Although she’s earned a reputation for being ruthless in a pitch, and has a voracious proclivity for humping copywriters, rarely will you find a better behaved creative director. Tura began her career in 2007 in Leo Burnett Lisboa. In a short span of time, working with a talented team including Chacho Puebla, Erick Rosa, and Renato Lopes, she picked up multiple awards from festivals all over the world for critically acclaimed work on brands like the Red Cross, Pampero Rum, and Amnesty International. In recognition of her strong creative leadership, Tura was promoted to Creative Advisor of the entire Iberian Peninsula in 2009, and she currently splits her time between Leo Burnett’s offices in Madrid and Lisboa. To get a better sense of Tura’s contributions to Leo Burnett, have a look at her website at www.turathedog.com, or follow her on Twitter or Facebook. Although she’s among the hottest and most sought-after young creatives in the industry, with a rich portfolio of award-winning work, she humbly credits all of her success to the dedicated team she works with in Iberia. She can’t growl enough about the savvy business leadership of Miguel Simoes, the President of both Leo Burnett and Publicis in Portugal, and the talent of Lisboa’s Executive Creative Director Erick Rosa warrants repeated high pitched yelps. Tura saves her highest praise for Chacho Puebla, the ECD of Leo Burnett Iberia, and she makes it a point of showing her appreciation for his talent by affectionately mounting his leg every morning as soon as he walks into the office. The lynchpin of this team is Lisboa’s hard-working New Business and Corporate Communications Director, Marta Guimaraes, who Tura fondly rubs up against whenever she has some time to spare. Tura treasures the company of her colleagues, who are passionate about ideas, replete with talent, and know how to have fun while producing outstanding work. What more could an ad bitch want?
6
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
Grisha Sorokin On the evening of March 2nd, the GPC celebrated the birthday of its youngest member, Grisha Sorokin of Leo Burnett Moscow, who spent the bulk of his 24th birthday in a conference room amidst jet lagged executives evaluating and critiquing ads. How, one asks, does a 24-year old become a full-fledged Interactive Creative Director at one of the top shops in Russia? Grisha, a rising star in Europe, has been a source of much fascination and awe at the GPC since he first showed up in Istanbul in 2009, looking, as one panelist privately asserted, "like someone’s lost teenage son." The panel was astounded by the precocious talents of this gifted young man, who has since returned to two more GPCs to offer his insightful and pointed suggestions on how to improve the network’s cyber efforts. As an accomplished programmer and designer, Grisha has been far ahead of the curve since his teen years, when he was running his own company before being heavily recruited by firms as an art director. He quickly moved into a creative director role, and was hired by ARC in 2007. Grisha has had a hand in some of the great work produced by Leo Burnett Moscow in the years since. Below are a few samples of his work, brilliant ideas that have made waves in Russia and beyond. Keep an eye out for Grisha in the coming years, and for the work emerging from our friends in Moscow. This is one bright star that’s just getting warmed up.
7
GPC 1Q
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
11
Anthony Chelvanathan & Steve Persico A cursory glance at the 7+ tally from the first quarter of 2011 reveals that Leo Burnett Toronto made quite an impressive showing, as the team from Canada left Lisboa with five 8-balls to carry home. Over the past few years, multiple campaigns from LB/Toronto have received awards at prestigious shows all over the world, and the quality and consistency of the office’s output is a testament to the strong and focused leadership of Toronto’s Chief Creative Officer Judy John. Judy has been a leading light of Leo Burnett’s network throughout her tenure in Toronto, and is widely regarded around the world as an exemplary team leader who brings out the best in the people around her. This quarter, the GPC welcomed Anthony Chelvanathan and Steve Persico to the panel, two of the talented creatives working in Toronto who’ve poured blood, sweat and tears into some of the brilliant campaigns we’ve seen from Canada in recent years. The panel was delighted to award Anthony and Steve with a cache of 8-balls for their latest efforts, and the network has high hopes for this young team in the future. Below are some of the pieces they’ve left their mark on, their signature being a combination of exquisite art direction and humorous, perfectly articulated copy.
Bolt Detergent. It Smells This Irresistable
Cheer Dark. For Flattering Blacks.
I can elecit an awww at 20 ft. Alachua County Humane Society. A new life awaits.
8
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
ball gallery
Canon World of EOS Leo Burnett / Sydney Category: Integrated Campaign This brilliant case study encapsulates multiple initiatives designed to position Canon EOS as a creative partner for avid photographers. By providing source materials to shoot, technical tutorials, and opportunities to share and display work, LB/Sydney helps solidify Canon’s relationship with photographers. Canon EOS is not just a brand, but a passport for people seeking out ideas and inspiration.
9
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
ball gallery
Sony - Playstation Mr. Lee’s Tailor Shop Leo Burnett / Madrid Category: Integrated
Tasked with promoting Sony Playstation’s new game DC Universe Online, Leo Burnett created a pop-up store in the heart of Madid called “Mr.Lee’s Tailor Shop,” a small high-end shop that delivers custom suits for aspiring superheroes. The video game enables players to create their own superhero avatar to navigate the DC Universe, and Mr. Lee provides those same users with the customized clothing their unique characters require. Creating this tailor shop entailed crafting an elaborate back story for Mr. Lee and his famous clientele over the years, producing unique paraphernalia for the retail store, and designing a logo and identity for Mr. Lee’s business.
10
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
ball gallery
Sony - Playstation Mr. Lee Art Direction / Mr. Lee Stationary Leo Burnett / Chicago, Arc Chicago Category: Design & Packaging
Leo Burnett Madrid’s creation of “Mr. Lee’s Tailor Shop” went far beyond a simple promotional stunt for Sony Playstation’s new game DC Universe Online. The agency went the extra mile to fully develop a unique aesthetic for Mr. Lee, rooted in the tools and traditions of his profession, and constructed a corporate identity that was carried through to all contact points. From stationary to in-store collateral to old-fashioned tools of the trade, Mr. Lee’s shop was equipped with brilliantly art directed pieces that made visiting Mr. Lee’s shop a truly memorable retail experience.
11
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
ball gallery
Kellogg’s - Crunchy Nut Cereal The World’s Biggest Cuckoo Clock Leo Burnett / Chicago Category: Ambient
To launch Kellogg’s Crunchy Nut Cereal, and introduce the line “it’s breakfast somewhere,” a gigantic cuckoo clock was erected on Hollywood Boulevard in Los Angeles. Every hour, a man emerged in costume to entertain the crowds gathered below, reminding them that “it’s breakfast somewhere,” and celebrating with a bowl of Crunchy Nut Cereal.
Fiat - Punto Street Evo Leo Burnett / Madrid Category: Interactive
This iPhone application enables users to take pictures of any street sign, which then conveys the specs and features of the Fiat Punto. This innovative approach to delivering a product catalog also contains a gaming element, that enabled users of the app to win prizes if they participated. This quickly became the biggest outdoor campaign in Fiat’s history, with record levels of participation.
James Ready Beer Cap Recall Leo Burnett / Toronto Category: Integrated
James Ready Beer has been printing quirky messages on its bottle caps for years. By accident, the company produced a batch of bottles without any messages on the caps. Faced with a slew of e-mails from drinkers wondering why their bottles were missing the trademark message from JR, the brand took advantage of the accident to launch a cap recall campaign. Drinkers were encouraged to mail in their blank caps in exchange for a mystery gift. The campaign marked a new kind of exchange between drinkers and brand, continuing to evolve the dialogue developed in previous user-generated campaigns for James Ready. This campaign is a perfect example of creative problem solving rooted in a brand strategy, that recognizes opportunities to communicate within crisis and accidents.
12
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
ball gallery
Art Director’s Club of Canada Love Versus Hate - The Two Sides of Award Shows Leo Burnett / Toronto Category: Integrated / Film / Typographical Design
Working in advertising occasionally makes people fluctuate between feelings of love and hate, relative to the stresses of your job and the clients and issues you deal with daily. LB/Toronto crafted a brilliant integrated campaign around this insight for the Art Director’s Club of Canada, and used exquisite design, brilliant filmmaking, and nuanced copywriting to emphasize this dichotomy between love and hate. Take the graphic on the right: read one way, it says “Love,” but flipped on its end it reads “hate” in cursive script. This campaign successfully promoted the Art Director’s Club of Canada.
13
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
ball gallery
Raising The Roof Look Down / Down Here Leo Burnett / Toronto Category: Ambient These ambient executions on the streets compel people to change their attitudes and actions towards homeless youth.
14
GPC 1Q
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
11
ball gallery Lego Deep Ocean Explorer/Beetle Leo Burnett / Moscow Category: Print
These print ads encourage kids to use their imaginations by envisioning alternate possibilities for the Legos in front of them.
15
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
7 gallery +
James Ready Beer Fall Billboards
James Ready The James Ready Wedding
Leo Burnett / Toronto Category: Integrated
Leo Burnett / Toronto Category: Integrated
The latest installment of outdoor billboards for James Ready
James Ready saw an opportunity to help a loyal drinker out by
offers people stylish haircuts and quirky portrait photography
sponsoring his wedding to the woman of his dreams. Branded
at discount prices. By providing people affordable services,
centerpieces, flower arrangements, and a JR cake complete
and employing the brand’s characteristic humor and flair, people
what can only be described as a one-of-a-kind wedding
can save money that they can then spend on JR beer.
ceremony and reception.
Foundation Mimi Rebuild Your Image
Kellogg’s - Special K Special K Resolution
Leo Burnett / Paris Category: Integrated
Leo Burnett / Chicago Category: Integrated
Cancer transforms the people it affects, often leaving them
A gigantic oversize scale placed in New York’s Times Square
emotionally, physically and spiritually scarred. Foundation Mimi
encourages women to do something terrifying: weigh themselves
created this campaign to help people rebuild their self-image
in public. The brave souls who accepted the challenge were
following struggles with cancer treatment, and enlisted social
greeted not with a number, but with a characteristic they might
networking tools as well as traditional mediums to get their
gain if they lost weight, encouraging them to stay positive and
healing message across.
let Special K help them achieve their goals. 16
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
7 gallery +
Allstate - Auto Insurance Mayhem
Allstate - Auto Insurance Douglas Fir
Leo Burnett / Chicago Category: integrated
Leo Burnett / Chicago Category: Film
Insurance advertising has long been the realm of safe strategies
Just in time for the holidays, Allstate presents Mayhem disguised
and predictable narratives about protection and service. The
as “the world’s greatest Douglas Fir.” Who knew a Christmas tree
advent of Allstate’s “Mayhem” campaign marks a fresh approach
could wreak so much havok? Get Allstate, and be better protected
to the category, and this integrated case celebrates the first
from Mayhem.
collection of great TV spots and executions constructed around this huge platform idea.
Allstate - Auto Insurance GPS
Kellogg’s - Cheez It Behind The Scenes
Leo Burnett / Chicago Category: Film
Leo Burnett / Chicago Category: Film (Webisode)
Mayhem is an outdated GPS system that offers a driver
This behind-the-scenes webisode from Cheez-It’s long-running
dubious, poorly timed directions from the dashboard of a car.
campaign about testing cheese maturity provides these characters
Get Allstate and be better protected from the perils of
with depth and nuance. Hearing a wheel of cheese describe the
untrustworthy technology.
journey towards self-actualization is quite illuminating.
17
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
7 gallery +
Norwegian Airlines The King
ING Direct Tennis
Kitchen / Leo Burnett / Oslo Category: Film
Leo Burnett / Milan Category: Film
This brilliant media buy positioned the CEO of Norwegian Airlines
ING Direct continues with its campaign of live human billboards,
on multiple TV channels immediately before the King of Norway’s
with actual ING clients advocating for the bank’s services while
annual address to his subjects. At a moment when the entire
pinned up against walls. In this TV spot, a crowd at a tennis
nation was watching, this self-effacing CEO offered up a short-
match listens to an ING client describe ING’s no fee banking
term promotional offer on cheap flights, and sold them all quickly.
in between points.
LIDL - Viva NGO 42.195 km - A Documentary
Raising the Roof Chair
Leo Burnett / Lisbon Category: Film
Leo Burnett / Toronto Category: Film
This film was created for Lidl’s Viva NGO, documenting the long
A chair out on the street is regarded by some as a redeemable
journey women from Guinea-Bissau must undertake daily to
piece of furniture. With fresh upholstery and a few small repairs,
acquire potable drinking water. By juxtaposing a village leader
it’ll be as good as new. This spot for Raising the Roof, a youth
from Guinea-Bissau with Portugal’s most famous marathon
homeless organization in Canada, points out that sometimes we
runner, Lidl successfully raises awareness of the scarcity of
give objects more opportunities and second chances than people.
potable water in west Africa. 18
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
7 gallery +
McDonald’s Symphony
Arcor - Bon O Bon Giant Bon O Bon
Leo Burnett / London Category: Film
Leo Burnett / Buenos Aires Category: Film
The latest McDonald’s spot from Leo Burnett London is a
This short film, shot with exquisite production values, tells the story
masterful film constructed around exquisite sound design.
of two neighboring towns in Argentina who’ve long mistrusted each
An orchesta’s instruments play gorgeous musical phrases,
other. When a giant Bon O Bon happens to block a shared road,
providing a perfect soundtrack to people enjoying their
the communities debate their options. Ultimately, the Bon O Bon
moments inside a McDonald’s restaurant.
bridges the differences between the people in these towns.
Samsung - Printers Optical Illusion Leo Burnett / Sao Paulo Category: Film
These three viral films circulated on the web and demonstrated the stopping power of clean and vivid images created by Samsung printers. The optical illusion draws you in: which of these items on the paper is 3-dimensional, and which is ink?
19
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
7 gallery +
Amnesty International Voice For Freedom Leo Burnett / Lisbon Category: Interactive
To raise awareness of the hundreds of prisoners of conscience and human rights activists around the world silenced and locked up by oppressive governments, Leo Burnett Lisboa helped Amnesty International create a service where people could substitute their voicemail message with a plea for help from imprisoned activists. Imagine calling a friend who is not available and hearing: “I’m being held captive and have been tortured by the Chinese police since 2008 - that’s why you can’t reach me. My name is Dhondup Wangchen, and the person you called donated this space so my voice can be heard. To do the same, go to Amnisitainternational.pt and give a voice to victims who have been silenced by force.”
eBay Tim
eBay Jane
Leo Burnett / Sydney Category: Radio
Leo Burnett / Sydney Category: Radio
Anncr(VO): Tim lives in a carpark. Level 3, aisle F, space 31. He’s
Anncr(VO): Jane steps out of the shower and dries herself off.
been living there for 3 months. His battery died on the second day
The soggy cashmere sweater she’s wearing gives her the look and
from playing his radio late into the night, and now the only music
smell of a wet schnauzer. What was once new, soft, and stunning
he hears is the gentle screeching of tires, all day, everyday. Tim has is now a curious shade of yesteryear’s goat’s milk. The overpriced a family, but he hasn’t seen them since that day he couldn’t find
sweater hasn’t left Jane’s body since the day she bought it, at that
a spot. He drove aroud the carpark again and again and again.
huge department store full of people...and frustration. “Just having
Eventually the mall closed, but he just kept driving around and
a look” she told the salesman. “Just having a look” she told the
around and around until the tank ran dry and he coasted on fumes
girl at the counter. “Just having a look” she screamed. But no one
into space 31. Why did he come to the mall in the first place, you
could hear. She cracked under the pressure and couldn’t bring
ask? Tim doesn’t know - he’s just afraid to give up his spot.
herself to shop around. The price was high, but the true cost was
Shopping can drive you crazy. Remove the risk with hassle-free
her mind. Shopping can drive you crazy. Remove the risk with
shopping on eBay. Clever you!
hassle-free shopping on eBay. Clever you! 20
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
7 gallery +
LIDL First Class For All
Ministry of Internal Affairs Road Safety
Leo Burnett / Lisbon Category: Ambient
Leo Burnett / Moscow Category: Interactive
To promote Lidl’s discount prices and claim that “quality is
This phone application details every accident that’s ever happened
affordable,” the supermarket enlisted a renowned Portuguese
on the streets of Moscow. Point your phone at a crossroads and
chef to craft first class dinners for every passenger on an airline,
see the details of the car crashes that have happened there. Using
providing “first class meals for all” using only ingredients purchased
GPS technology and augmented reality, the app stresses road
from Lidl. The stunt generated press coverage for Lidl, and the
safety to Moscow drivers by revealing the death toll of every street.
campaign also included in-store signage that showed people how to cook Chef Olivier’s dishes at home.
Freeport Outlet - Exhibitions Superstitious Sealy Corporation In Bed
Leo Burnett / Lisbon Category: Ambient
Leo Burnett / Chicago Category: Interactive
A brilliant outdoor ambient piece asks people passing by if they are superstitious, and strategically places a ladder for them to
This phone application lets users tag any photo they take with
either walk beneath or around. This billboard promotes a retail
the words “in bed,” turning any image into a double-entendre,
exhibition on the subject of witchcraft in Freeport Outlets, and
and perfectly expressing Sealy’s line: “whatever you do in bed,
drives traffic to the store to see the exhibit.
Sealy support it.” 21
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
7 gallery +
Olan-Kemed - Optal Big Eye Roller
McDonald’s Dip Dip Nuggets
Leo Burnett / Bangkok Category: Ambient
Leo Burnett / China / Shanghai Category: Ambient
A cleverly designed fountain turns a round eyeball over and over
Oversized bowls of dipping sauce sit at the base of the elevator
with water pressure. This eye-catching ambient piece effectively
banks in one of Shanghai’s most popular shopping malls. As each
dramatizes how Optal eye lotion helps keep eyes moisturized.
elevator descends, nuggets lower into the sauce.
Media Books - Leya Read Leo Burnett / Madrid Category: Print
A brilliant press ad encourages people to read books by demonstrating that anyone surfing the internet already reads constantly. The text of the ad is comprised of URLs, password requests, internet headlines and tweets, the kind of insusbtantial language anyone with a browser window constantly encounters. The last line: “You already read a lot. Read something more interesting.”
22
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
7 gallery +
Procter & Gamble - Always Maze
Kellogg’s - Special K Sass
Leo Burnett / Chicago Category: Print
Leo Burnett / Chicago Category: Print
‘Always Ultra Thin. Designed with leakguard protection.’
‘Sass. What will you gain when you lose? Special K.’
23
GPC 1Q
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
11
7 gallery +
Fiat - Ambulance Gate Leo Burnett / Sao Paulo Category: Print
‘You never know how big a problem you will find. Fiat Ambulance Line.’
Fiat - Ambulance Iceberg Leo Burnett / Sao Paulo Category: Print
‘You never know how big a problem you will find. Fiat Ambulance Line.’
24
GPC 1Q
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
11
7 gallery +
Fiat - Cinquecento Apple Leo Burnett / Madrid Category: Print
This brilliant print campaign from Madrid dramatizes how customization can transform even the simplest items into something else. ‘Add something. Change everything. Fiat 500. Customize yours at Fiat.es.’
Fiat - Cinquecento Bed Leo Burnett / Madrid Category: Print
This brilliant print campaign from Madrid dramatizes how customization can transform even the simplest items into something else. ‘Add something. Change everything. Fiat 500. Customize yours at Fiat.es.’
25
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
7 gallery +
Fiat - Cinquecento Horse
Fiat - Cinquecento Chair
Leo Burnett / Madrid Category: Print
Leo Burnett / Madrid Category: Print
This brilliant print campaign from Madrid dramatizes how customization can transform even the simplest items into something else. ‘Add something. Change everything. Fiat 500. Customize yours at Fiat.es.’
Fiat - Cinquecento Heart
Fiat - Linha Original Adventure Cobweb
Leo Burnett / Madrid Category: Print
Leo Burnett / Sao Paulo Category: Print
See copy above.
Posters at Fiat dealerships in Sao Paulo demonstrate how the Fiat Linha helps people to escape the city. A small Fiat Linha is caught in a cobweb on the wall, which closely resembles a road map.
26
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
7 gallery +
Sony - Playstation Mr. Lee Leo Burnett / Madrid Category: Print
In-store posters in Mr. Lee’s tailor shop show Mr. Lee’s relationship with famous superheroes in years past. Working with such esteemed clients like Bruce Wayne gives Mr. Lee immense credibility, and helps promote Sony Playstation’s new game DC Universe Online, where gamers can design their own characters.
27
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
7 gallery +
Diageo - Bundaberg Rum Heritage / History / Sugar Daddies Leo Burnett / Sydney Category: Print
These print executions for Diageo’s Bundaberg Rum leverage the popularity of the brand’s TV campaign and its hilarious band of Aussie elders from a distant era.
28
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
7 gallery +
McDonald’s New Generation Design Store
Agency - Internal Work HumanKind
Leo Burnett / Tokyo Category: Design & Packaging
Leo Burnett / Chicago Category: Design & Packaging
Beacon Tokyo redesigned McDonald’s stores and crafted
Tom Bernardin & Mark Tutssel authored HumanKind last year,
an evolved, new generation look for the brand in Japan. From
a book about Leo Burnett Worldwide’s guiding philosophy on
in-store signage to color schemes and the design of the crew’s
communication. The design team from LB/Chicago crafted a
unforms, Beacon Tokyo re-branded McDonald’s in the
brilliant look for the book, with incredible attention to detail paid
marketplace with this extraordinary retail campaign.
to every aspect of the publication. Featuring case studies and work from across the global network, the book is a triumph of design and art direction.
Heineken - Tiger Beer Five Heroes Leo Burnett / China / Guangzhou Category: Design & Packaging
To promote Tiger Beer in China, and the launch of a new Heineken-sponsored show combining traditional Chinese Opera with modern music, Leo Burnett Guangzhou designed a limited run of bottles featuring five iconic tiger generals from a famous Beijing Opera. The bottles are stunning.
29
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
7 gallery +
IILM School Of Design Spirograph Scale Leo Burnett / New Delhi Category: Design & Packaging
To promote a local design school in India, LB/New Delhi created this business card that serves as a functional toolkit for designers, including a ruler, a spirograph, and a few other elements.
MUS Visual Identity Leo Burnett / Paris Category: Design & Packaging
Crafting a corporate identity for this high end fashion brand entailed building a look and aesthetic around the concept of the four fates. This beautiful design work is carried through on every piece MUS produces, from clothing labels and in-store signage to catalogues.
30
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 1Q
11
ball gallery
Sony - Playstation Mr. Lee Direct Mail Leo Burnett / Madrid Category: Direct / Promo
Mr. Lee’s tailor shop sent this brilliantly crafted direct mail piece to potential customers, including a garment bag and hanger with business cards and wonderfully detailed elements.
Chrysler - Jeep Stone - Twig - Water Leo Burnett / Sao Paulo Category: Direct / Promo
To promote Jeep’s off-road capabilities, customers were sent stones, twigs, and water from the far reaches of Patagonia and were asked to return them to their natural environments by test driving a Jeep.
31
GPC 1Q
a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
11
Obrigada
32