Pencil Shavings: 2Q11 GPC - Hong Kong

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A Letter from Mark Dear Friends, It’s been a busy and eventful few months. I’m delighted to share this 2Q11 edition of Pencil Shavings, which features all the latest 7+ work as well as news and profiles of a few select creative leaders from within our network. The 2Q11 GPC took place in Hong Kong at the end of May, over the course of a productive week filled with lively debates and constructive exchanges. The second quarter GPC always offers up an intriguing mid-year look at where we are as a network, and I’m proud to say that this quarter’s 7+ collection features a handful of ideas that were awarded Cannes Lions a few weeks ago, which is a testament to the health of our agency as a vibrant creative company firing on all cylinders. The results of this quarter bode well for our ambitions for the coming year. Please take some time to look over the 7+ work on the pages that follow.

HumanKind

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The LB Lion Tally While I’m excited about sharing the GPC results from Hong Kong, I’m also still buzzing from a fantastic week I spent at the Cannes Lions Festival of Creativity, where Leo Burnett received awards and accolades from the some of the best minds in the communications industry. There were nearly 30,000 entries to Cannes this year, and I can’t tell you how proud I am of our network’s ultimate metal haul. Leo Burnett left Cannes with a total of 44 Cannes Lions, won by 19 different LB offices for work across a range of channels and categories. Our work stood tall at the most prestigious gathering of creative professionals in the world, and for the 3rd consecutive year, Leo Burnett won a coveted Cannes Lions Grand Prix, for Melbourne’s brilliant “See the Person” campaign. I congratulate all of the offices that contributed to this amazing tally, and I want to thank each and every one of you for the passion, ambition, and talent you bring to bear on the work we do together. We achieve these heights not alone but as a family, with a shared commitment to creative excellence and fresh ideas. I’m delighted to see that HumanKind thinking is recognized by our peers as a clear pathway to superlative communication. It’s clear that the juries at Cannes concur with our assessment that creativity has

the power to transform human behaviour. Winning a Lion at Cannes puts you at the pinnacle of our profession. It is a rare and distinct honor afforded to only a tiny percentage of the people working in our industry. It makes me incredibly proud to be a part of a network that picked up a Grand Prix, 9 Gold Lions, 16 Silver Lions, and 18 Bronze Lions this year at Cannes. We also secured a record-breaking 158 pieces on the Cannes Lions shortlists. These results are a testament to our dogged determination to be great, and I urge all of you to set your sights high and dream big for what you can accomplish on behalf of your clients. Our remarkable showing at the world’s preeminent creative festival is largely due to the fact that we invest in tools like the GPC to hone and refine our ideas. The GPC is not an awards show; it is a quality control device designed to foster a free exchange of ideas while cultivating the creative standard of our company. Producing 7+ work is not an elusive, lofty goal like winning a Cannes Lion, it’s simply the price of admission for anyone working under the banner of Leo Burnett. We are a part of a rich heritage of brilliant creative communication for some of the world’s greatest brands, and we have an obligation to live up to our founder’s legacy and the standards he set. Every office is capable of producing 7+ work. It’s just a matter of knowing what that means. I ask all of you to examine the 2Q11 7+ collection to understand and reflect on what our standard is. I think you’ll find it inspiring, accessible, and worth striving for. Winning a Lion is a dream. Producing 7+ work is our job. Kind regards,

Mark Tutssel Chief Creative Officer Leo Burnett Worldwide

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We are eternal students of human behaviour

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Contents The 2Q11 Global Product Committee

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China Rising: The Hot Hands in Hong Kong

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iPops: K.V. Sridhar’s iPad Paintings from India

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The White Ball Award

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The 2Q11 8-Ball Gallery

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The 2Q11 7+ Gallery

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The 2Q11 Global Product Committee

Top Row, from Left to Right:

Bottom Row, from Reft to Left:

Sainath Saraban (LB/New Delhi)

Juan Christmann (LB/Madrid)

Lilian Leong (LB/Hong Kong)

Eddie Booth (LB/Greater China)

Idil Akoglu (LB/Istanbul)

Paul Eichelman (LB/Worldwide)

Jennifer Skidgel (LB/Chicago)

Bechara Mouazannar (LB/Beirut)

Roxana Dumitru (LB/Bucharest)

Jason Williams (LB/Melbourne)

Dan Chodrow (LB/Chicago)

Kara Yang (LB/Hong Kong)

Tom Bernadrin (LB/WW)

Victor Manggunio (LB/Hong Kong)

Mark Tutssel (LB/WW),

Connie Lo (LB/Hong Kong)

Juan Sevilla (LB/Madrid) Peter McHugh (LB/Detroit)

Not pictured:

Bill Rosen (Arc/WW)

K.V. “Pops” Sridhar (LB/India)

Fuad Ahmad (LB/Chicago),

Shapoor Batliwalla (LB/Asia Pacific)

Chong Kin (LB/Gaungzhou)

Sompat Trisadikun (LB/Bangkok) Rosalie Geier (LB/Chicago)

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China Rising: The Hot Hands in Hong Kong Over the last few years, juries and festivals all over the world have recognized and honored the outstanding body of work produced by LB/Hong Kong ECDs Connie Lo and Victor Manggunio. With an extensive portfolio of work between them, Connie and Victor have emerged as a force to be reckoned with, as they’ve consistently delivered groundbreaking business solutions for a diverse group of clients using an array of communication channels. What characterizes their work is brilliant original thinking, a fanatical attention to detail, and exquisite art direction. Under their leadership, Leo Burnett is currently the number one creative agency in Hong Kong China, and Creative Rankings has named Connie as the top creative in all of Greater China. Have a look at the pieces below to see some examples of their work. The print ad on the left features a beautiful nature scene meticulously laid out in an infant’s diaper, to communicate the organic essence of Orchard Farms Baby Food. To the right of the baby food press ad is an image from a cinema stunt called “Curtains” for Ikea, which featured row after row of real curtains opening in front of moviegoers to promote Ikea’s latest line of curtains. The graphic on the right is part of a brilliant mobile marketing campaign for a small indie record store in Hong Kong called Zoo Records. To promote local bands, Zoo Records embedded QR codes in graffiti animals all over the city’s walls. Taking a picture of the animals led to free music downloads, band information, and more. Click on these images to see this work in more detail.

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iPops: iPad Paintings From India In Hong Kong, the GPC was delighted to hear about the latest forays into the art world of KV Sridhar, LB/India’s National Creative Director, known to one and all as “Pops.” Pops, a gifted artist, recently hosted an exhibition entitled “iPops” at a Mumbai gallery space, in which he showcased a variety of paintings he created using Apple’s iPad tablet. Pops’ exhibition reflects the spirit of adventurous, future-facing creativity we see so often in the work from LB/India, and we celebrate it here as an example of how our creative leaders are constantly pushing to find new avenues of expression, both for our brands and in their personal lives. Here’s some of what Pops had to say about the iPops exhibit in his blog:

“In marketing terms I could be classified as an enthusiast or an early adopter. People take their own time to adapt to new things, because familiarity with the old gives us solace, hence the adoption curve will take time to climb as in the case of digital photography. Every photographer worth his salt resisted the digital formats till Hasselblad and Sinar came up with digital backs. Even I resisted till the Nikon D90 happened. ...When I picked up my iPad last December at my son’s insistence, I discovered many silly drawing apps which did not interest me till I stumbled upon “Art Rage” which blew my mind, it was like a live TED video, with magic unfolding every second. I looked at the the heavens and adopted “Art Rage” instantaneously.... Art Rage gave a complete studio of 2000 square feet with innumerable capacity to store canvases both painted and new, hundreds of tubes of colors free with infinite shades, entire sets of hog hair and sable hair brushes, pallete and painting knifes, rollers etc, etc, all this, a lifetime supply of materials for a meager $7.00... Technology is not helping art, it’s just helping the artist.”

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Introducing the HumanKind White Ball Award

We are proud to introduce the White Ball Award which will reward those who use creative communication to bring about change for good. At the 2Q11 GPC, the panel found itself wanting to recognize an incredibly courageous initiative. Beyond rating the work as 7+, the group wanted to honor it and the agency that created it for their bravery and commitment to the campaign in the face of adverse circumstances. The panel decided to create the HumanKind White Ball Award, to properly acknowledge communication that is courageous, compelling, and impactful. The panel bestowed the first ever Humankind White Ball Award to Leo Burnett Karachi for their wide-ranging anti-terrorism campaign, “Yeh Hum Naheen.� We congratulate the team for developing a powerful campaign, vast in scope and steeped in human bravery, that generated participation on a scale we’ve never seen before in the country. Bravo! 8


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Yeh Hum Naheen Foundation Say No To Terrorism Leo Burnett / Karachi GPC score 8.0 Category: Integrated Pakistan’s troubles with terrorism are well-documented. In light of growing popular outrage against the scourge of violent extremism, LB/Karachi developed an integrated campaign for the non-governmental organization Yeh Hum Naheen (“This is not us”). The campaign launched with TV spots featuring Pakistani celebrities exhorting the public to say no to terrorism. The organization also sponsored a collaboration amongst several of the country’s most popular singers, who recorded a song and music video “Yeh Hum Naheen” that became a hit. In conjunction with the TV launch, 6000 volunteers fanned out across the country to obtain signatures for a petition that declares terrorism “is not us.” Over the course of the campaign, the volunteers collected over 62 million signatures, making “Yeh Hum Naheen” one of the most successful campaigns in Pakistan’s history.

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TMB Bank Panyee FC Leo Burnett / Bangkok GPC score 8.2 Category: Film (YouTube Film) A group of Thai boys love football with a passion, but because they live in a crowded, waterfront village, they have no place to play. This short film tells the true story of Panyee FC, a local amateur football team who constructed a makeshift floating football pitch by tying old fishing rafts together. The young boys grew up to be southern Thailand’s youth football champions for several years.

Sri Lanka Eye Donation Society Pass It On When You’re Done With It Leo Burnett / Colombo GPC score 8.0 Category: Film This beautifully crafted film focuses on a touching conversation between a blind boy and a young man reading a book. The film makes a compelling case for giving people the precious gift of sight, and reminds viewers that once you’re finished using your eyes, “there’s always someone waiting.”

Effem Mexico - Lucas Teamster

Effem Mexico - Skwinkles Mariachis II

Leo Burnett / Mexico City GPC score 8.0 Category: Film

Leo Burnett / Mexico City GPC score 8.0 Category: Film

A refreshingly twisted homage to the Oscar-winning movie “No

This sequel to an award-winning commercial for Skwinkles uses

Country For Old Men,” this commercial for Lucas candies centers

the exact same script and storyline as the original spot, but has

around a bizaare interaction between a somber hitchhiker carrying

one major difference. To launch the new, pocket-sized small pack

a suspicious suitcase and a trusting truck driver. Intense flavors

of Skwinkles, the famous, beloved original commercial was re-cut

make intense people do strange things.

using midget mariachis to emphasize the idea of “smaller.”

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National Museum in Krakow Secrets Behind Paintings

Zoo Records Hidden Live

Leo Burnett / Warsaw GPC score 8.0 Category: Interactive / Mobile

Leo Burnett China / Hong Kong GPC score 8.0 Category: Interactive / Mobile

To promote the National Museum in Krakow, LB/Warsaw created

The best way to appreciate music is live. The problem facing Hong

a brilliant innovative mobile app that enabled people to experience

Kong is there are few venues to hear bands play live. Zoo Records

paintings in an entirely new way. By holding up a phone to view

decided to showcase local acts by creating the world’s first mobile

a painting, people unlocked a film that told the story behind each

music festival, giving bands an opportunity to play live in front of

piece of art, giving paintings new layers of depth and richness.

anyone with a cell phone. The festival was a huge hit.

Cat Society Cats on Facebook

UA Films - UA Cinema U-Late Hotline

Leo Burnett China / Hong Kong GPC score 8.0 Category: Interactive

Leo Burnett China / Hong Kong GPC score 8.2 Category: Interactive / Mobile

To encourage people to adopt animals, Hong Kong’s Cat Society

People in Hong Kong are renowned for being late. Using this

created facebook pages for each of their cats up for adoption,

insight, UA Cinema decided to offer film-goers a unique service. If

posting pictures and videos for potential owners to befriend. This

you’re running late to the start of a movie, you can call the U-Late

wildly successful initiative is likely to be replicated globally.

Hotline on your mobile, and a voice will summarize what happens in the first 15 minutes of the film.

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Leo Burnett India - Gandhijifont Visions In Typography / India In Ten Languages / Now In Hardcover Leo Burnett / Mumbai GPC score 8.3 / 8.3 / 8.4 Category: Ambient/Design & Packaging/Design & Packaging The brilliantly designed Gandhiji font continues to evolve. In the latest installment of work from LB/Mumbai, the agency has found new ways to build on the original work. “Visions in Typography” offered students in India the opportunity to utilize the font to create original artwork inspired by Gandhi’s rich legacy. The artwork was then featured in a public exhibition in Mumbai. “India in Ten Languages” took the Gandhiji font beyond its original Devanagari script and developed it for ten of the major languages of India, thus expanding its scope tremendously. “Now In Hardcover” is a brilliantly crafted book celebrating the Mahatma’s legacy and showcasing the Gandhiji font as a design piece. Each of these executions garnered an 8-ball from the 2Q11 GPC, as each is a unique, brilliant articulation of the core platform idea, and they all demonstrate the infinite potential of this font. 12


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MTV - Music Television The Rescue Jacket Leo Burnett / Madrid GPC score 8.0 Category: Ambient Have you ever been on a date so bad that you start thinking about

James Ready Beer James Ready Pop-Up Billboard Leo Burnett / Toronto GPC Score: 8.0 Category: Outdoor

emergency escape plans? If so, this “Rescue Jacket” is for you.

James Ready uses affordable guerrilla marketing techniques to

Wear the jacket to your date, and if things aren’t working out,

make JR beer available to people for an astonishingly low price.

excuse yourself to go to the bathroom and leave the jacket on the

The brand’s latest device to spread this value message entails

back of your chair, then flee. Your date will eventually examine the

partnering with local businesses to offer special money-saving

jacket, which has a message on the inside for the person who was

deals, so that their core drinker can save their cash to buy more

just ditched. This item promotes MTV’s show “Disaster Date.”

JR beer. The deals are displayed using a portable billboard that’s placed outside participating businesses.

Nabu-Hessen Landesverband The Domestic Castor Container Leo Burnett / Frankfurt GPC Score: 8.0 Category: Direct / Promo Imagine receiving a heavy-duty castor container in the mail from an unknown government agency with a stark, disconcerting message stating that the container in your hands is your share, as a citizen, of the country’s nuclear waste. This direct mail piece, for an organization that works for the safe disposal of nuclear waste, generated enormous public interest in this issue after sending out this heavy duty castor container, complete with a letter written in official-sounding government legalese.

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ball gallery Casablanca Dominos / Cards / Glasses Leo Burnett China / Hong Kong GPC score 8.0 Category: Print ‘Casablanca. 1 Pillow. 100% cotton shell. 100% comfort.’

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Sunrise SMS Dialogues Leo Burnett / Zurich GPC score 7.3 Category: Integrated This ‘SMS Dialogues’ integrated campaign for Sunrise features

Diageo - Johnnie Walker Keep Walking Lebanon Leo Burnett / Beirut GPC score 7.5 Category: Integrated

outstanding writing, and reflects a communications company

Johnnie Walker brought it’s “Keep Walking” message to life in

that has an incredible understanding of human behaviour, and

Lebanon by crafting a compelling TV spot and campaign around

how people use text messages in their daily lives.

rennowned Lebanese architect Bernard Khoury, an iconoclastic local celebrity with a reputation fo marching to his own beat.

Ministry of Public Health - Youth Friendly Service

Lebanese Army Roses From the Sky

Sex Song Competition

Leo Burnett / Beirut / Dubai GPC score 7.0 Category: Integrated

Leo Burnett / Bangkok GPC score 7.2 Category: Integrated

The Lebanese people have lived under the constant threat of war

The Ministry of Public Health in Thailand needed to find a way to

for decades. To celebrate a newly optimistic political situation,

get teenagers to talk about sex in order to educate them about

born from the Lebanese Army’s role as a protector of the republic

the subject. They created a live event, inviting young people to

from armed militia, the Army decided to stage a symbolic act. On

compete to see who could write the best original song about

Independance Day, helicopters dropped roses from the sky, affixed

sex. This “Sex Song Competition” generated enormous interest.

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Subaru - Impreza XV Rescue Leo Burnett / Sydney GPC score 7.5 Category: Integrated Taking note of the fact that Australians are working longer hours

Girl Scouts of Greater Chicago & NW Indiana World’s Strongest Girl Leo Burnett / Chicago GPC score 7.0 Category: Integrated

than ever, Subaru launched a campaign to rescue workers from

The Girl Scounts organization teaches young girls to value

their daily grind. A compelling web site enlisted people desperate

strength of character and encourages them to be confident and

for a break, and the brand then hired famous outdoorsmen to

courgeous. This incredibly powerful integrated campaign fosters

stage office kidnappings, where people were spirited away from

these values by profiling the adventures of “the world’s strongest

their desks to outdoor adventures. All of this served to emphasize

girl,” and uses animation and beautiful art direction in a variety of

Subaru’s line, ‘all for the driver.’

channels to appeal to both girls and their parents.

Sony Entertainment Network Kaun Banega Crorepati

Peseta Peseta

Leo Burnett / Mumbai GPC score 7.3 Category: Integrated

Leo Burnett / Madrid GPC score 7.3 Category: Integrated A quirky, beautiful film from Madrid tells the story of a bicycle that

“Kaun Banega Crorepati” is India’s version of the popular game

falls in love with a sewing machine. The spawn of this unlikely

show “Who Wants to Be A Millionaire.” This brilliant promotional

romance is a limited edition, custom made bicycle cap. This campaign

campaign revolves around hilarious TV spots and also features

was created to promote the New Museum in New York City.

Bollywood icon Amitabh Bachchan in a tantalizing cameo. 16


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Procter & Gamble - Secret Mean Stinks

Kellogg’s - Fibre Plus 100%

Leo Burnett / Chicago GPC score 7.0 Category: Integrated

Leo Burnett / Toronto GPC score 7.3 Category: Integrated

This integrated campaign for Secret deodorant targets teens,

This highly successful launch campaign pokes fun at the gratuitous

and functions both as an anti-bullying initiative and a brand

use of statistics in marketing, by employing “100%” to make

act that positions Secret as an ally for girls seeking to express

hilarious claims regarding Kellogg’s latest cereal.

remorse for actions they regret.

Tourism Authority of Thailand Hug Thailand Leo Burnett / Bangkok GPC score 7.0 Category: Integrated Following a turbulent year of political upheaval in Thailand, the country’s Tourism Authority decided to promote Thai tourism by soliciting entries to a nationwide consumer-generated content campaign. People all over the country submitted pictures of themselves hugging all sorts of things. The photos were then collected and used effectively in a variety of media channels.

McDonald’s Fruit’s Not Fizzy Leo Burnett / London GPC score 7.5 Category: Film This brilliant TV spot for McDonald’s uses visceral imagery and a pumping sound track to convey the fact that Fanta Fruitizz is just fruit juice with sparkling water. Filmed exquisitely and edited with an eye for detail and narrative, this work is the latest great piece of work for McDonald’s by Leo Burnett London.

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Car One Love Story Leo Burnett / Buenos Aires GPC score 7.0 Category: Film This follow-up work to last year’s brilliant Cannes Gold Lion-winning campaign for Car One tells the stories of a car’s previous owners. As a salesman takes a prospective buyer on a test drive, a tawdry

Brand Protection Group - Anti-Counterfeit Fake It All Leo Burnett / Beirut GPC score 7.0 Category: Integrated

love story unfolds in the back seat between a couple that cannot

In Beirut, counterfeit goods are ubiquitous, and are a serious

bear to be apart.

problem for brands looking to protect their market share. This anti-counterfeit campaign used a variety of channels, including hijacking TV shows, facebook accounts, and the front pages of newspapers to share a powerful message about authenticity. There’s a big difference between fake and real.

Corbis Animals Leo Burnett / Lisbon GPC score 7.0 Category: Print ‘Your ideas deserve all the possibilities. Corbis.’

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Invesco Blindsided

Invesco Through the Roof

Leo Burnett / Chicago GPC score 7.0 Category: Film

Leo Burnett / Chicago GPC score 7.0 Category: Film

A distraught couple talks to a firefighter about the random

A huge bar graph has crashed through the roof of a home, leaving

oversized pie chart that fell from the sky and destroyed their

a gaping hole that an insurance investigator is trying to make

boat. Accidental investing can happen to anyone, and if you’re

sense of. Accidental investing can happen to anyone, and if

not careful, you too might find yourself exposed. Invesco helps

you’re not careful, you too might find yourself exposed. Invesco

protect you from the many perils of the financial world.

helps protect you from the many perils of the financial world.

7-Eleven - Slurpee Ping Pong / Cold Soap / Temp Control Leo Burnett / Melbourne GPC score 7.3 Category: Film These three spots for 7-Eleven promote the iconic frozen Slurpee drink, with a serious of hilarious scenes staged in frigid wintry conditions. A European voice over adds a memorable line at the close of each commercial: “it’s so very cold in the cup.”

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Schweiz Tourismus Switzerland - More Than Just Mountains Leo Burnett / Zurich GPC score 7.5 Category: Film

Procter & Gamble - Era Mimes Leo Burnett / Toronto GPC score 7.0 Category: Film “Era detergent once took down a makeup stain with such ferocity,

Swiss Tourism hit upon a different approach to promote Switzerland

mimes everywhere started to cry real tears.� Signature humor from

as a tourist destination, eschewing serene mountain vistas and

Leo Burnett Toronto helps make this campaign for Era stand out.

instead focusing on two local men experiencing all that Zurich has to offer for the first time. Casting real men and capturing their experience highlights all the rich culture Swiss cities have to offer.

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Chateau Saint-Esteve - Cuvee Altair Hold Leo Burnett China / Hong Kong GPC score 7.0 Category: Film

Fiat - Cabrio Weatherman Prank Calls Leo Burnett / Brussels GPC Score: 7.2 Category: Film Belgium is renowned for its atrocious weather. How do you sell

This spot shows the various stages of a man’s life, all colored by a

a convertible car from Fiat? LB/Brussels staged stunts in which

peculiar physical affliction that grows more pronounced with time.

persistent Fiat salespeople called local TV weathermen offering to

The film dramatizes the quality and taste of Cuvee Altair wine, and

bribe them if they served up sunnier forecasts to the public. The

breaks out of the status quo for the category with a completely

weathermen were predictably outraged, the stunt was surreptitiously

fresh approach to talking about a wine’s flavor and appeal.

captured on tape, and the audio was used to produce funny viral commercials.

Leo Burnett Budapest - Recruitment Music Awards Leo Burnett / Budapest GPC Score: 7.0 Category: Film (YouTube) A man enters a room full of shiny advertising awards and spends several minutes toying with the metal, tightening bolts and arranging everything with some deeper purpose in mind. He then begins playing a rendition of a classical music piece by banging on the awards with drum sticks. He gets halfway through the piece but discovers that he has run out of awards. To help the man finish playing the music, LB/Budapest encourages students to apply to work for the agency, to help the team win more awards. This innovative recruitment piece is a viral hit.

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7-Eleven Check Eat Out Leo Burnett China / Hong Kong GPC score 7.0 Category: Interactive / Mobile Hong Kong is a city that thrives 24 hours a day. However, few restaurants stay open late at night. 7-Eleven wanted to find a way to emphasize that it offered great meal options 24 hours a day, when other establishments shut their doors. Leo Burnett / Hong Kong created a mobile app that shows people the closing times of local restaurants superimposed on a map of Hong Kong, with 7-Eleven franchises spotlighted because they never close.

Saathi Moment of Weakness - Father Son

Saathi Moment of Weakness - Mother Daughter

Leo Burnett / Mumbai GPC score 7.0 Category: Radio

Leo Burnett / Mumbai GPC score 7.0 Category: Radio

This radio campaign for Saathi features the voices of young children

This radio campaign for Saathi features the voices of young children

having an internal dialogue with themselves.

having an internal dialogue with themselves.

Anncr(VO Girl’s Voice): What were you doing with him? I was just

Anncr(VO Boy’s Voice): Now what’s the point of crying, why did

standing there. How many times have I told you? That guy is a

you steal? I was hungry. Has the beating filled your stomach?

worthless bum. As if I’m some princess. I don’t think he’s that

Couldn’t you have asked? Who would’ve helped? Shut up! Don’t

bad. Look, I am warning you, he will ruin your future. What

give me these lame excuses. Is this what I taught you? Tell me,

future? I have to live in this garbage for the rest of my life. Don’t

why did you steal from Gafoor’s shop? How did I know that I’d

be crazy. Chikki used to live in the same garbage but today

get caught? You put your hand in the snake’s hole and then

she has her own house. You mean, even I should become a bar

expect the snake to kiss you on the cheek. Now, if you really

dancer like Chikki? What’s wrong with dancing? Don’t heroines

want to steal, why didn’t you pick that blind man instead? I never

dance in the movies? Once you are a bar dancer you will meet

thought about it. Forget it! Now go and get the medicine, or else

men who can change your life. Do you understand? Guess

you’ll get an infection. Hmmm...and listen, next time, be a bit

you’re right. I think I should become a bar dancer.

more cautious.

Anncr(VO): Millions of street kids are parents to themselves. To

Anncr(VO): Millions of street kids are parents to themselves.

help them, call Saathi on 230009117

To help them, call Saathi on 230009117 22


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Freeport Outlet - Freeport Shopping Center Vacuum Bag Leo Burnett / Lisbon GPC score 7.5 Category: Ambient

Procter & Gamble - Flash Fake Spills Leo Burnett / London GPC score 7.0 Category: Ambient A range of realistic ‘fake spillage’ toys were developed and left in

To encourage shoppers to purchase more items at Freeport

busy city center locations. People who attempted to clean them up

Shopping Center, a bag was designed featuring vacuum packing

obviously found their task surprisingly easy and were met with a

for purchases. A huge pile of clothes transforms instantaneously

branded ‘Effortless Cleaning’ message, courtesy of Flash.

into a neatly packed flat case, giving people less to carry and making them much more likely to buy a few more items.

Akzo Nobel Paints - Dulux Supreme 3 in 1 Washable Cricket Score Wall Leo Burnett / Colombo GPC score 7.0 Category: Ambient

Dyrup Paints The Bondex Coaster Leo Burnett / Lisbon GPC score 7.0 Category: Ambient To spotlight Bondex’s ability to protect wood, varmish cans were placed at the point of sale and were filled entirely with coasters,

The ICC Cricket World Cup was co-hosted this year by Sri Lanka,

using the insight that people always look for coasters to protect

and was followed avidly by millions. Dulux created this live score

table wood.

wall that was constantly updated with game statistics throughout the tournament, dramatizing the benefit of “washable walls.” 23


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McDonald’s Windy City Fries

Procter & Gamble - Tide Wall

Leo Burnett / Chicago GPC score 7.0 Category: Ambient

Leo Burnett / Mumbai GPC score 7.0 Category: Ambient

To dramatize the appeal of McDonald’s iconic fries, Leo Burnett

These ambient wall pieces utilize traditional Indian visual treatments

Chicago devised this clever ambient piece placed on top of local

to convey a powerful message about Tide’s capacity to remove

taxis, where fries appear to be blowing out of their cartons by the

stains. People passing by interact with a stain placed on the mural

winds of “the windy city.”

and receive a message about Tide’s ability to clean clothes.

Samsung - Washing Machines Naked Statue

Zhe Jiang Supor Co. - Supor Smokeless Pans

Leo Burnett / Milan GPC score 7.0 Category: Ambient

Leo Burnett China / Shanghai GPC score 7.4 Category: Ambient

Samsung partnered with an Italian conservation society to clean

To dramatize Supor’s smokeless pans, a giant replica pan was

up the country’s dirty statues. To dramatize the power of Samsung’s

placed atop a decomissioned smokestack in Shanghai, making

washing machines, the brand erected canopies around the statues

a dramatic statement about the core product benefit of Supor’s

while they were being cleaned, featuring images of the statue in

pans.

their undergarments next to Samsung washers. When the statues were restored, the canopies were removed and the brand appeared to have “washed” the clothes of the statues. 24


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Juliet Coombe - Ride A Book Book Riding

Orica/Dulux - Berger Paints Man Space

Leo Burnett / Colombo GPC score 7.0 Category: Ambient

Leo Burnett / Melbourne GPC Score: 7.0 Category: Ambient

To promote Juliet Coombe’s book about the Galle Fort during a

To dramatize how Berger paving paint can transform a backyard

literary festival, a clever interactive experience was designed with

patio, the brand erected a “man space” outside a popular mall.

stories embedded into the fabric of the town. People could “ride the

While their wives and girlfriends were inside shopping, men could

book” all over the city and discover the rich heritage around them.

retreat to this safe sanctuary to grill, relax, and enjoy themselves.

Lisa Hoffman Fragrances Mousepad Leo Burnett China / Hong Kong GPC score 7.4 Category: Ambient Lisa Hoffman (Dustin Hoffman’s wife) recently launched a new line of fragrances in Hong Kong. To promote the perfume specially-designed mousepads were created and placed at high end hotels, business lounges, and posh bars. When people logged onto computers, they were greeted with a splash page telling them to smell their wrists, where the mousepad had discreetly released a small sample of the perfume.

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T.S. Patex Co., Ltd. Sleep Well/Man Leo Burnett / Bangkok GPC score 7.1 Category: Ambient These innovative posters were designed as bed quilts and placed in furniture stores around Bangkok to promote Ventry beds and accessories. ‘Sleep Well. Ventry Beds & Accessories’

T.S. Patex Co., Ltd. Sleep Well/Woman Leo Burnett / Bangkok GPC score 7.5 Category: Ambient These innovative posters were designed as bed quilts and placed in furniture stores around Bangkok to promote Ventry beds and accessories. ‘Sleep Well. Ventry Beds & Accessories’

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WWF - World Wildlife Foundation

Dangerous Exhibit Leo Burnett / Manila GPC score 7.4 Category: Ambient To raise public awareness of the dangers facing the oceans and seas, the WWF in the Philippines created ambient installations in popular shopping malls featuring monstrous creations made out of garbage, enclosed in glass cases. The monsters reflect the polluted nature of the seas, and served as a call to action for people to get involved in conserving the cleanliness of the water. ‘Help us make this species extinct. WWF.’

Amnesty International Voices For Freedom Tibet Versus Chinese Army Leo Burnett / Lisbon GPC score 7.0 Category: Print ‘Voices. Imagine a world where only evil ones are heard. Donate your voicemail and give a voice to activists silenced by force. Amnesty International.’

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UA Films - UA Cinema Crossword / Sudoku / Photo Hunt Leo Burnett / Hong Kong GPC score 7.0 Category: Print ‘3-minute crossword’ ‘Beginner’s Sudoku’ ‘Spot the difference’ This press campaign was created to promote the movie “Limitless” about a man who abuses a drug that allows him to use 100% of his mental faculties, thus giving him “limitless” potential. These incredibly difficult visual puzzles require an acuity and patience that most people lack. Once people engage with the puzzles, and realize how difficult they are, they are directed by the line to a website promoting the movie: ‘www.unleashyourpotential.com.hk’

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Surfrider Foundation Oil Spill / Beer Rings / Plastic Leo Burnett / Sydney GPC score 7.0 Category: Print These three award-winning print ads for the Surfrider Foundation feature visuals of dead human beings in place of the marine life we’re used to seeing submerged in spilt oil, caught in plastic debris, or lying surrounded by litter on a beach. ‘Our oceans aren’t the ones in danger. Make a difference: join surfrider.org.au.’

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Haomei Co. - Bucalus Soundproof Windows No More Noise Leo Burnett China / Guangzhou GPC score 7.0 Category: Print ‘Reliable soundproof window systems.’ To dramatize the benefits of soundproof windows from Bucalus, a set of special interactive print ads were created that demonstrate how Bucalus windows keep out noisy city sounds.

Luxure Magazine Magazine Cover Leo Burnett / London-Atelier LB GPC score 7.0 Category: Design & Packaging Luxure is an exclusive high-end magazine. Atelier LB London

Agency - Internal Work - Festive CNY 2011 Bigger Harvest Leo Burnett / Kuala Lumpur - Alpha 245 GPC score 7.0 Category: Direct / Promo

designed the front cover of an issue dedicated to ‘Ultimate Excess’

Mandarin oranges are often used as gifts to convey wishes of

that showcased items of unabashed extravagance. The exquisite

prosperity as the oranges are pronounced as ‘gold’ in Chinese.

detail of this skull design warrants praise, and is a testament to the

This direct mail piece, commemorating 2011 as the Year of the

skill and talent we have in our design department in the UK.

Rabbit, was sent to clients as a gift, and generated great results and new business opportunities for Leo Burnett Kuala Lumpur. 30


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