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 4Q
11
pencil shavings A Letter from Mark Dear Friends, X marks the spot. The Octåvio Frias de Oliveira Bridge, the only cable-stayed bridge in the world, spans the Pinheiros River, and provided a spectacular backdrop to the 4th Quarter GPC meeting in Sao Paulo. Just outside our meeting room, the bridge served as a daily reminder of the spirit of innovation that chacterizes Sao Paulo, a 457-year old city filled with modern skyscrapers for as far as the eye can see. The years and centuries don’t make the city what it is, it’s the people who live there that define it. Paulistas have nurtured their city from its humble origins, and have transformed it into the biggest metropolis in Latin America, a city laced with highways and helipads, and with the most important stock exchange in South America pushing the Brasilian economy forward at a rapid clip. The growth that is happening here is astonishing. A case in point is the way our Sao Paulo office recently relaunched itself as Leo Burnett Tailor Made, positioning itself as a revamped agency with new leaders, a unique business model, and with a vision for the future steeped in the spirit of entrepreneurship and innovation. Few things are as inspiring as fresh faces and new ideas, and our week in Sao Paulo was filled with both.
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 4Q
11
The Best of Brasil Brasil is home to some of the most creative communications companies working in our industry today. To succeed in this challenging environment requires not only great creative talent that can hold its own against the best in the country, but business leadership that sets Leo Burnett apart from a raft of competing agencies. I’m delighted with the direction Leo Burnett Tailor Made has taken under the dynamic leadership of new CEO Paulo Giovanni, a charismatic entrepreneur with a clear vision for growing businesses according to the unique needs of each client. There’s been an infusion of new talent and energy into our Brasilian operation, and it was noticeable from the moment we first set foot in our Sao Paulo office. After plying the GPC group with freshly made caipirinhas, Paulo made an eye-opening presentation documenting how Leo Burnett Tailor Made was shaking up the entire Brasilian marketing industry by developing customized, bespoke business plans for each of the agency’s clients. Since formulating this approach, the agency has been winning new business pitches at an incredible pace, with iconic brands like Gillette, Disney, IVECO, and Nova Schin Beer choosing Leo Burnett Tailor Made as their agency of record. To really appreciate the reasons why our Sao Paulo office is one of the fastest growing agencies in Brasil, have a look at the agency profile later in this edition of Pencil Shavings. Paulo concluded his presentation to the GPC with a stunning growth forecast, and then announced that he had a little surprise for the group to welcome us to Brasil. He threw open the conference room doors and we turned to see a contingent from the Vai Vai Samba School in full carnaval costume standing in the agency foyer, with a corps of 10 drummers and six dancers ready to start a full-on carnaval party on the agency’s top floor. Rhythms filled the air, dancers wove through the room, and within minutes the entire panel was gleefully dancing with joyous abandon. On behalf of the group, I want to thank Paulo Giovanni, Marcelo Reis, Marcello Magalhães, Pablo de Arteaga, Fernando Sales, Ruy Lindenberg, Hilton Fuks, and Flavia Meirelles for being perfect hosts and for giving each of us an experience of Brasil that we will remember fondly for the rest of our lives. Obrigado!
2
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 4Q
11
2011: The Year In Review As 2011 comes to a close, it’s time to reflect on the past year, and all its accolades, highlights, low points, and memories. I choose to remember 2011 through its most vivid moments, most of which were celebrations, because there’s something really powerful and deeply rewarding about seeing people get the recognition they deserve. When Leo Burnett wins awards, it’s not only validation for the quality of the work we do, it’s also a testament to the people who poured blood sweat and tears into an idea to give it life. I celebrate those triumphs for what they represent: teamwork, vision, brilliant thinking, and a lot of long, lonely hours spent crafting and re-crafting an idea until it is worthy of bearing the Leo Burnett name. I am lucky to have so much to celebrate this year, and for that I thank you. The Cannes Lions Festival was a highlight this year, with the Leo Burnett network winning 45 Cannes Lions and securing a record breaking 58 shortlisted pieces. 19 offices worldwide contributed to this performance, and it made me so proud to see Leo Burnett Melbourne receive a Cannes Grand Prix for their brilliant “See the Person” campaign for Scope. There were a record 30,000 entries to the festival this year, and it’s a huge testament to the quality of our product that out of so many submissions, Leo Burnett was ultimately awarded a Grand Prix, 10 Gold Lions, 16 Silver Lions, and 18 Bronze Lions across a range of channels. That is a performance to be proud of. In 2011, we won 11 major Grand Prix awards, at festivals and shows across the planet, and I was so proud to see our offices receive Agency of the Year nods in Canada, Australia, Russia, China, Thailand, Poland, Switzerland, Lebanon, Spain, and Portugal. When the 2011 Gunn Report rankings come out, I believe we will once again have the greatest number of worldwide offices contributing to our creative reputation. We are a network unlike any other, with an enviable sense of community that connects us to our friends across the world. This is the nature of Leo Burnett Worldwide. We share a common heritage and DNA, and we celebrate the successes of our peers as we would honor the accomplishments of our own family. I look forward to 2012 with confidence. All over the world, Leo Burnett is poised for greatness, with the foundations and talent in place to produce communication that moves and inspires people, that enhances and enriches lives, and that is recognized all over the world for demonstrating how creativity has the power to change human behaviour. I commend all of you for all your hard work this year, and for your dedication, talent, and passion. I wish you all a happy holiday season, and I look forward to seeing what the new year brings. Kind regards,
Mark Tutssel Chief Creative Officer Leo Burnett Worldwide 2 3
HumanKind doesn’t interrupt people, it involves them.
GPC 4Q
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 4Q
11
Contents The 4Q11 Global Product Committee
6
Tailor Made: Crafting Bespoke Business Plans for Brazil
7
Postcards from Potoroz: New Europe Thrives at the Golden Drum
8
Advertising & Design Club of Canada: Leo Burnett Toronto Wins Agency of the Year
9
Profile: Laurence Klinger HispanicAd’s 2011 Creative Director of the Year
10
The 4Q11 8-Balls
11
The 4Q11 7+ Gallery
16
“To be really creative, I believe you have to learn to listen to that voice. To trust it - and to act on what it tells you. And when you hear yourself saying out loud ‘I just wrote a great piece of copy,’ and that wee, small voice says: ‘it could be a lot better...’ Well, what you do about it at that point marks the difference between an enlightened professional and a so-so writer.”
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 4Q
11
The 4Q11 Global Product Committee
From left to right: Fernando Bellotti (LB/Buenos Aires), Fuad Ahmad (LB/Bangkok), Erick Rosa (LB/Lisboa) Jose Daniel (LB/San Juan), Wanda Reichard (LB/San Juan), Mauricio Sarmiento (LB/Bogota) Adam Tucker (LB/London), Peter McHugh (LB/Detroit), Fernando Hernandez (LB/Bogota) Beppe Urso (LB/Chicago), Elle Bullen (LB/Melbourne), Marcelo Reis (LB/Sao Paulo) Mark Tutssel (LB/Worldwide), Kieran Ots (LB/Sydney), Ruy Lindenberg (LB/Sao Paulo) ‘Golf’ Sanpathit Tavijaroen (LB/Bangkok), Nuno Ferreira (LB/Chicago), Jennifer Skidgel (LB/Chicago) Susan Credle (LB/Chicago). Not Pictured: Bechara Mouzannar (LB/Beirut), Paulo Giovanni (LB/Sao Paulo) Rosalie Geier (LB/Chicago), Uli Barth (LB/Mexico City)
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 4Q
11
Tailor Made: Crafting Bespoke Business Plans for Brazil “If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” - Albert Einstein In the spring of 2011, Leo Burnett in Brazil announced that for the first time in its 38-year history in the country, the company would accept Brazilian partners as partial-owners of Leo Burnett’s Sao Paulo agency. After almost four decades of success as a shop wholly owned by Leo Burnett Worldwide, this significant change was prompted by an opportunity to partner with Paulo Giovanni, a legend of Brazilian advertising. Paulo began his career as a radio and TV host, before founding Giovanni Communications, which later became Giovanni+DraftFCB. After selling his agency, Paulo founded Mix Brand Experience and Pop Trade Marketing, two below the line agencies that quickly became enormously successful endeavors specializing in activation, events, and point of sale marketing. In 2010, Paulo began developing an agency called “Tailor Made,” around a conceptual business model that would develop customized, bespoke, tailor-made marketing to suit every client’s unique needs. Leo Burnett Sao Paulo was enthralled with this concept, and after a relatively short negotiation process, the two agencies merged into a single entity. The announcement of the creation of Leo Burnett Tailor Made sent ripples through the Brasilian marketing industry. Paulo Giovanni’s long track record of entrepreneurial success combined with Leo Burnett’s large client list and world class creative reputation make for a formidable business juggernaut. The stated business goals of Leo Burnett Tailor Made are to become one of top 5 agencies in Brasil within 3 years, and the leadership team has set a goal for annual 20% growth. Since the announcement of this joint venture, the agency has been winning new business at an incredible pace. The strength of Paulo Giovanni’s “Tailor Made” business model is a primary selling point, as potential clients are lining up to hear how the agency can customize a unique communications campaign that works with specialists in all channels to reach each brand’s desired audience. Business is booming, the growth forecasts are stunning, and there’s a vibrancy in Leo Burnett’s Sao Paulo offices that can be directly traced to the influx of talent that arrived with the Tailor Made model. While Paulo Giovanni will serve as CEO of the new agency, Ruy Lindenberg and Marcelo Reis are its VP Creative Directors. The other partners are Planning VP Marcello Magalhães, Media VP Fernando Sales, and Operations & Account Services VP Pablo de Arteaga. This talented team has opened up a new chapter for Leo Burnett in Brasil, with infinite possibilities on the horizon. 7
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 4Q
11
˘ Postcards from Portoroz: New Europe Thrives at the Golden Drum In early October, the Golden Drum Festival in Slovenia crowned Leo Burnett as “Network of the Year,” and the most successful agency network in New Europe. At the most prestigious creative show in the region, Leo Burnett offices from Warsaw, Kiev, Moscow, Bratislava, Istanbul, and Beirut were all recognized and awarded for the outstanding work they’ve produced over the past year. In total, the network won 2 Grand Prix, 5 Gold, and 9 Silver awards, which is testimony to the prolific creative talent residing in Leo Burnett in New Europe. Leo Burnett Warsaw was ranked as the second most awarded agency at the Golden Drum, and won a remarkable two Grand Prix awards, in Press and Direct. The lovely “Colours” print campaign for P&G Dreft was hailed as the best press work in the festival, and the brilliant, future-facing interactive campaign “Secrets Behind Paintings” for the National Museum of Krakow picked up Golds in Integrated, Innovative, and Direct, along with the Direct Grand Prix and the festival’s “Golden Watch Award” for best of show. Pawel Heinze, the ECD of Leo Burnett Warsaw deserves recognition for his office’s strong showing this year. Congratulations to all the Leo Burnett offices in New Europe for their outstanding performance in 2011.
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 4Q
11
Advertising & Design Club of Canada: Leo Burnett Toronto Wins Agency of the Year On November 4th, Leo Burnett Toronto was named Agency of the Year at the 62nd Annual Advertising & Design Club of Canada awards. This prestigious honor is a testament to the brilliant leadership of LB/Toronto’s longtime Chief Creative Officer, Judy John, who earlier this year also assumed the role of the agency’s CEO. Judy has been highly regarded as one of the top talents in Canadian marketing for many years, and over the course of her tenure at the helm of Leo Burnett Toronto, she’s put together a formidable team of talented people. It’s one thing to produce great work yourself, but coaxing brilliance out of the people around you requires a different skill set. Judy has stocked her creative department with world class talents like Anthony Chelvanathan and Steve Persico (the savants responsible for the James Ready Beer campaign), and the recent addition of noted designer Lisa Greenberg has helped bolster an already impressive creative department. Former LB/Toronto ECD Israel Diaz, now the Chief Creative Officer of Y&R/Canada, had this to say about his many spent years working with Judy:
“I consider myself very fortunate to have had the opportunity to work alongside Judy. She is one of the smartest, most passionate, ultra-competitive but grounded human beings you’ll ever meet. Few will ever know how incredibly long and hard she has worked at building a world-class Creative department and Agency, so it’s great to see her on a roll and reaping so much success. She has truly earned it.” To any delegate who has been to a GPC meeting this year, it’s no surprise that Leo Burnett Toronto was recognized by the ADCC as the best agency in Canada. Over the course of 2011, LB/Toronto has picked up a whopping 51 7+s from the GPC, including an astonishing seven 8-balls since January. This level of sustained success speaks to a larger truth about the agency: everyone in the company shares a deep, abiding love for what they do. HumanKind communication is not just an abstract idea, but a common focus for everyone who has a hand in the work. We applaud LB/Toronto for their outstanding performance in 2011, and in particular, we tip our hat to Judy John for bringing out the best of everyone around her.
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 4Q
11
Profile: Laurence Klinger HispanicAd’s 2011 Creative Director of the Year
“One doesn’t discover new lands without consenting to lose sight of the shore for a very long time.” – Andre Gide
In mid-October, Laurence Klinger was named Creative Director of the Year by the Association of Hispanic Advertising Agencies. As the founder and long-time Chief Creative Officer of Lápiz, Leo Burnett’s Hispanic Division headquartered in Chicago, Laurence has had a long and storied career as one of Latin America’s most awarded creative professionals. He began his journey in advertising as a copywriter at the legendary agency Duailibi, Petit, Zaragoza. Later, he headed the creative departments of LSG/BBDO and Almap, and was one of the founders of the Creative Club of São Paulo, now in its 31st year. In 1988, he joined Leo Burnett, where he led the agency’s nascent Hispanic Division for four years before departing to form the highly successful international arm of W/Brasil. In 1999, Laurence returned to Chicago to start Lápiz, which has since become the number-one multicultural creative agency in the USA, with more than 200 major awards at the most important advertising festivals around the globe. In the last year alone Lápiz was honored with two Gold Lions, two Radio Mercury awards for the same spot (a first in the history of the event) and 27 other awards in the USA, Argentina, Spain, England and Ireland. Laurence’s leadership has played a critical role in Lápiz’s growth and success since its inception.
The Leo Burnett network would like to congratulate Laurence for his recent induction into HispanicAd.com’s Hall of Fame. To be voted by your peers as the best in the business is testimony to both the quality of your work and the strength of your character. This Sao Paulo-born writer is sometimes self-deprecating, but slip him a few martinis and you’ll soon see why he is beloved from Brasil to Barcelona. A published fiction author, Laurence moves through the world with a signature charm and wit that infuses both his work in advertising and all his dealings with people. The GPC salutes Laurence Klinger for his many years of service in helping to grow Lápiz from a small operation with a single client into the premiere Hispanic agency that it is today.
Laurence Klinger’s fiction available on Amazon.com: Still Life With Fish & Other Stories, & The Dignity of the Wounded.
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 4Q
11
ball gallery
Micasa Names / Marlene Leo Burnett / Zurich Category: Integrated / Film Micasa is a Swiss furniture store whose products all have the names of people. To encourage people to visit the store, Leo Burnett/Zurich created a sales promotion where anyone who happens to have the same name as a Micasa item can purchase that product for half price. A hilarious TV campaign helped raise awareness of this unique promotion, which resulted in a sizable sales spike and a much greater awareness of Micasa throughout Switzerland. “Micasa. Now, 50% off any article with the same name as you.�
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 4Q
11
ball gallery
7-Eleven - Slurpee Bring Your Own Cup Day Leo Burnett / Melbourne Category: Promo & Activation As competiing cold drinks began to chip away at Slurpee’s market share, 7-Eleven needed to orchestrate a big act to remind people that there’s only one Slurpee. Slurpees have always been about the personalization of flavor and color, so why not allow people to customize their experience even further, by giving them an opportunity to bring their own cup for one day of the year? On Bring-Your-Own-Cup Day, people showed up with boots, briefcases, tea kettles, water coolers, and much, much more, and they all left with their receptacles brimming over with delicious cold Slurpee drinks. The spike in sales and the quirky appeal of the promotion resulted in the largest single day Slurpee sales in 7-Eleven’s history, anywhere in the world.
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 4Q
11
ball gallery
Procter & Gamble - Bonux Detergent Campaign Leo Burnett / Brussels Category: Film This brilliantly simple campaign eschews the use of pretty models, catchy songs, beach vistas and expensive voiceover artists in favor of a straightforward no-nonsense approach that relies entirely on a claim emphasizing the product’s effectivenes, with no bells and whistles to get in the way of the message. Why spend money on expensive advertising if the product can sell itself? “If the detergent really works, that’s the only proof you really need.” “Bonux. It’s clean, fresh, and affordable.”
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 4Q
11
ball gallery
Kellogg’s - Rice Krispies Squares Bars Free Boat Leo Burnett / London Category: Film A cheesy music track accompanies footage of a woman savoring Rice Krispies Squares Bars on the deck of a boat. A voiceover offers an incredible deal: buying two Rice Krispies Squares Bars will win you a free boat! The spot comes to an abrupt end when a second announcer declares: “It’s all lies! They’re not even square.” “Kellogg’s Rice Krispies Bars. Seriously Chocolatey.”
Troy Library Adventures In Reverse Psychology
No Rights No Women No Rights No Women Leo Burnett / Beirut Category: Integrated Women in Lebanon have a legal status that is deeply inferior to men. To dramatize and address this inequality, LB/Beirut created a movement called “No Rights No Women,” and used social media and online platforms to raise awareness of gender injustices in Lebanese law. Highly publicized acts on International Women’s Day vividly brought the campaign to life, and ultimately helped to pressure lawmakers to revoke Lebanon’s unjust laws. This campaign successfully started an international conversation on the legal status of women in Lebanon.
Leo Burnett / Detroit Category: Integrated The City of Troy, Michigan was facing a budget shortfall, and was considering closing the Troy Public Library because of a lack of funds. Even though the necessary revenues could be raised through a miniscule tax increase, powerful anti-tax groups in the area were organized against it. A vote was scheduled amongst the city’s residents, to shut the library or to accept the tax increase, and LB/Detroit decided to support the library by creating a reverse psychology campaign. Yard signs began appearing that read: “Vote to Close Troy Library on August 2nd - Book Burning Party on August 5th.” No one wants to be a part of a town that burns books, and the outraged citizens of Troy pushed back against the “idiotic book burners” and ultimately supported the tax increase, thus ensuring the library’s survival. 14
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 4Q
11
ball gallery
Australian Bureau of Statistics - Census Spotlight Leo Burnett / Sydney Category: Interactive
James Ready Beer Spelling Bee Lottery Leo Burnett / Toronto Category: Integrated James Ready Beer prints quirky messages on the insides of its
How do you get a country excited about a census? How do you
bottle caps. This summer, the brand began printing letters, numbers,
increase participation in the droll process of gathering data?
and punctuation on the bottle caps, as part of a bi-weekly
This brilliant interactive piece from Leo Burnett/Sydney is called
spelling bee competition for the brand’s most loyal drinkers.
“Spotlight,” and manages to gather information from people
Every Tuesday and Thursday, on JR’s Facebook page, a new
while delivering a personalized experience that puts the country’s
word and a new prize is unveiled, and if you can spell the word
information into a context that is both entertaining and relevant.
using bottle caps, you win a prize! This integrated campaign cost
“Spotlight” asks the user a series of questions, and then guides
nothing to run, but drove sales, increased the brand’s Facebook
them through a customized animated journey based on their
fans, and provided drinkers with an engaging way to interact with
answers, while using statistics to entertain and inform.
the brand.
Scope Ability Symbol QR Code Leo Burnett / Melbourne Category: Promo & Activation Scope is an organization that supports disabled people, and has crafted multiple campaigns emphasizing that communities need to see beyond people’s apparent disabilities to appreciate their talents and humanity. To dramatize this idea, Scope decided to transform the meaning of the universally recognized disability symbol, by placing interactive stickers on top of the symbol wherever it appeared. When scanned by smart phones, these QR stickers led to videos of disabled people doing extraordinary things. This activation campaign perfectly expresses Scope’s motto: “See the person, not the disability.”
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 4Q
11
ball gallery
Swiss Life Life Turns In A Sentence Leo Burnett / Zurich Category: Print This print campaign uses copy to dramatize how quickly life can change, which is why you should consider purchasing a flexible financial plan from Swiss Life. The circumstances of your life can shift in a moment, just as a single sentence can start out saying one thing and then end up saying the exact opposite. Change happens fast, which is why you need Swiss Life’s services. This brilliant print campaign from LB/Zurich picked up the Grand Prix at the Epica Awards two weeks ago. “For all life’s twists and turns. Flexible financial plans. Swiss Life.’ 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 4Q
11
7 gallery +
Egypt Foods - Cono Lion / Horror / Girls / Cartoon / Music / Dog / Flower Leo Burnett / Cairo Category: Film Egypt Foods asked Leo Burnett/Cairo to produce a TV campaign promoting Cono snacks, with the caveat that each spot had to end with the phrase “Cono is Different.” The agency delivered seven hilarious and unique commercials, and in the process laid the groundwork for one of Egypt’s most absurd and successful marketing campaigns. 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 4Q
11
7 gallery +
Micasa Antonio Orlando Julian / Carlotta Leo Burnett / Zurich Category: Film To encourage people to purchase furniture from Micasa, Leo Burnett/Zurich created a sales promotion where anyone who has the same name as a Micasa item can purchase that product for half price. In the first spot, a man named “Antonio Orlando Julian Oskar Samuel Salamanca” proudly holds up his passport, delighted to find a slew of items bearing one of his many names. In the second spot, a smooth-talking attractive man befriends a frumpy girl in a cat sweater named “Carlotta”, because he’s in need of a dresser. “Micasa. Now, 50% off any article with the same name as you.”
IKEA Moving Day - Wild Postings Leo Burnett / Toronto Category: Outdoor July 1st in Quebec is known as “Moving Day,” because every year on that weekend, 225,000 people relocate into new homes or apartments. In a city of 1.8 million, so many people moving on the same day makes everything more complicated. To move IKEA into the hearts and minds of Quebecers, IKEA gave away boxes. The boxes were printed with headlines, and ran as billboard media pieces that encouraged people to take them and use them. “Take a box. Have a great move. IKEA.”
18
GPC 4Q
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 +
Smith Restaurant & Bar Smith - Interior / Smith. Food For the Everyman Leo Burnett / Toronto Category: Design / Packaging Leo Burnett/Toronto developed the look and visual identity of Smith Restaurant & Bar, through carefully crafted interior design work that embodies the restaurant’s motto: ‘Smith. Food for the Everyman.’ The agency also developed the restaurant’s menu, printed on a disposable paper table cloth that portrays the restaurant’s dishes using understated black and white images.
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 4Q
11
7 gallery +
Procter & Gamble - Bonux Science Box / White Sheet Leo Burnett / Brussels Category: Film Bonux explains that it won’t hire scientists to use big words to try and explain how the detergent functions. Nor will it build a spot around a white sheet flapping on a laundry line in the breeze, unless the advertiser really insists on having one in a commercial. Do people really need to see cliché detergent commercials, if the product does its job? “If the detergent really works, that’s the only proof you really need. Bonux. It’s clean, fresh, and affordable.”
Procter & Gamble - Ace Grubby Bra Leo Burnett / Sao Paulo Category: Integrated Soap operas are hugely popular in Brazil. Ace decided to use this insight as the basis for an integrated campaign promoting the detergent’s claim that it leaves all your clothes sparkling white. The campaign began with a soap-styled commercial in which a mother finds a “grubby bra” in her son’s room, and immediately pulls it out, runs to a neighborhood cafe, and publicly confronts him about it. Whose grubby bra is this? Multiple women deny ownership of it, prompting a nationwide debate over the identity of the mystery woman who doesn’t use Ace. Which actress is it?
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 4Q
11
7 gallery +
Hallmark Give & Get Chrysler - Jeep Never Adapt Leo Burnett / Milan Category: Film A gorgeous film from Leo Burnett/Milan urges us to examine the constraints we willingly place on ourselves. A compelling voiceover observes that great discoveries are often born from moments of liberation and abandon, yet those experiences are fleeting for most. But some brands are steeped in that freedom. ”We don’t accept conventions, and that’s why we feel alive.” “Never Adapt. Jeep.”
Leo Burnett / Chicago Category: Film A split screen details the journey of a greeting card from the person writing it to the person receiving it. This elegant and beautifully constructed spot showcases how personal the act is of giving and receiving cards. The juxtaposition of viewpoints gracefully reminds viewers of all the emotional possibilities encompassed in this age-old exchange. “Life is a special occasion. Hallmark.”
Richiemont Italia Spa - Mont-Blanc - Chrono The Beauty In A Second Leo Burnett / Milan Category: Film “The Beauty In A Second” is an artful campaign designed to showcase Mont Blanc’s latest timepiece, while dramatizing what time actually means to people. By creating the world’s first “one-second film festival,” the brand challenges people to really explore how much beauty can be captured in a single moment.
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 4Q
11
7 gallery +
Atitude Brasil - Public Service Let’s Do It Brasil Leo Burnett / Sao Paulo Category: Integrated “Let’s Do It” is an international civic movement focused on cleaning up waste and beautifying the planet. Leo Burnett Sao Paulo wanted to highlight the problem and build support for a cleanup action in Brazil, and chose to dramatize the problem of excess garbage by placing huge garbage bags in ambient locations. Print and poster ads helped emphasize the point that “the world has become too small for so much garbage,” and celebrities and politicans were enlisted to lend their voice to the movement. This campaign has spread across Brazil and has resulted in tens of thousands of volunteers helping to collect hundreds of tons of waste.
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 4Q
11
7 gallery +
Elections Ontario We Make Voting Easy Leo Burnett / Toronto Category: Integrated Leo Burnett/Toronto was hired by Elections Ontario to make the task of voting easier for Canada’s diverse, multiethnic population. The agency designed multiple tools and collateral pieces across a range of channels to help people understand how to vote and where to do it. Online and offline components helped people understand what they were voting about, answered frequently asked questions, and provided in-depth information about issues. This comprehensive corporate identity for Elections Ontario succeeded in simplifying the voting process, and made the subject matter much more accessible and easy to understand for Ontario’s population. 23
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 4Q
11
7 gallery +
Diageo - Bodega Navarro Correas Art With Wine
James Ready Beer Immortalizing JR’s Awesomest Drinkers
Leo Burnett / Bogota
Leo Burnett / Toronto
Category: Ambient
Category: Design / Packaging
This interactive art installation encourages people to paint-by-
James Ready Beer wanted to celebrate the unique relationship
numbers, using their cell phones and 256 shades of wine to
the brand has with its most loyal customers, so it asked people to
craft a beautiful image out of 1000 cells affixed to an outdoor
submit pictures and 100-word rationales for why they ought to be
billboard. By sending text messages to a robotic device that
considered as “JR’s Awesomest Drinkers.” The best submissions
fills individual cells with wine, the painting slowly takes shape.
appeared on thousands of commemorative James Ready beer
“Bodega Navarro Correas. Art for inside and outside.”
bottle labels that paid tribute to JR’s most dedicated fans. “James Ready Beer. Immortalization never tasted so good.”
Alpina S.A. - Bon Yurt Neon Leo Burnett / Bogota Category: Film (Viral) A nondescript white room is transformed into a gigantic luminescent graphic equalizer in this viral commercial for Bon Yurt neon yoghurt. A group of artists in lab coats rig up a complicated series of tubes, and connect them to blenders that are busy liquefying vast quantities of glow sticks. The lights dim, a DJ turns up the volume of a dance track, and soon neon liquids are splattering onto every available surface in the room. “Bon Yurt Neon. In neon, the world is different.”
24
GPC 4Q
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 +
Diageo - Bundaberg Five One Arm Leo Burnett / Sydney Category: Print ‘Filtered once for every finger you got.’ ‘Bundaberg Five. Clear Rum. Clear Character.’
Diageo - Bundaberg Five Dolphins Leo Burnett / Sydney Category: Print ‘Raw like the sashimi of rum.’ ‘Bundaberg Five. Clear Rum. Clear Character.’
25
GPC 4Q
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 +
Allstate Insurance Mayhem Wine Bottle Leo Burnett / Chicago Category: Design / Packaging This impeccably crafted wine bottle was created for Allstate’s CMO to distribute to business partners as a gift that expresses the popular appeal of Allstate’s mayhem campaign. ‘The wine you’re about to enjoy should not exist. Halfway through the growing season, wildfires ripped through our vineyard. At the winery, our grape crusher slipped and broke his collarbone before the ferment was stolen and later recovered in Mexico. On its way to the bottling plant, the delivery truck swerved to miss a pothole, drove off a small cliff, rolled four times and exploded. Yet, the barrels remained unscathed. The question is not what to drink it with, but whether to open it at all. Mayhem Red.’
Arts Centre Melbourne Spiegel Box Leo Burnett / Melbourne Category: Direct Mail To solicit corporate sponsors for the world-famous Spiegeltent, a showcase of bizarre and exotic curiosities from around the world, LB/Melbourne crafted the “Spiegel Box,” a direct mail piece sure to pique the curiousity of the CEOs who received it. Within the box: twoheaded goat jerky, premium authentic petrified Arabian toenail clippings, an edible toupee, voodoo doll pins, lady beard soap, and much, much more. The box succeded in its objective, with the show securing the sponsors it needed in record time. Because who doesn’t love a free bottle of “Unholy Water”? 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 4Q
11
7 gallery +
Scope Thermo CD Leo Burnett / Melbourne Category: Direct Mail Tasked with getting national radio exposure for the band Rudely Interrupted, Leo Burnett/Melbourne crafted a direct mail piece printed with heat-sensitive ink, and sent copies of the band’s debut album to radio DJs across Australia. At first glance, the disk is jet black, with the outer sleeve containing the cryptic line: ‘By the end of this track, you’ll see things differently.’ After listening to the disk, the heat from the CD players releases a message printed on the disk: ‘You just heard the band Rudely Interrupted. 5 of the 6 members live with disability. Please share their amazing talent with the nation.’ This direct mail piece generated airplay on over 50 radio stations across the country. ‘Scope. See the person, not the disability.’
McDonald’s - Community Football Helping Young Footballers Shine - Sticker Book Leo Burnett / London Category: Promo & Activation As part of McDonald’s ongoing community football initiative in the UK, Leo Burnett/London produced a campaign celebrating “the true heroes of English football.” Instead of focusing on superstar athletes, the campaign spotlighted “tea ladies, kit washers, linesmen, volunteers, coaches, and kids,” whose passion and dedication to the game help make community football a vibrant part of life in the UK. The hugely popular integrated campaign used multiple channels to celebrate the unsung heroes of community football, and the brand created a sticker album featuring beautiful collectable cards of young footballers, the sport’s “real grassroots heroes.”
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 4Q
11
7 gallery +
Christian Care Services - Ray of Hope Jack / Queen / King Leo Burnett / Singapore Category: Print
In early 2010, Singapore opened its first casino. These exquisite print executions for Christian Care Services feauture brilliant art direction, and were created to help people fight the growing problem of addictive gambling. ‘Get to us before they get to you. Let Ray of Hope help you fight problem gambling. 1-800-STOP-NOW.’
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 4Q
11
7 gallery +
Fiat Last Words Leo Burnett / Sao Paulo Category: Print ‘If you want your last words to be the same as James Brown’s, simply text “I’m going away tonight” while you drive.’ ‘If you want your last words to be the same as Salvador Dali’s, simply text “where’s my clock?” while you drive.’ ‘If you want your last words to be the same as Winston Churchill’s, simply text “I’m so bored with it all” while you drive.’ ‘If you want your last words to be the same as Martin Luther King’s, simply text “make sure to play ‘My Precious Lord, take my hand.’ Play it real pretty for me” while you drive.’ ‘If you want your last words to be the same as Julius Caesar’s, simply text “Even you Brutus?” while you drive.’ ‘If you want your last words to be the same as Mother Teresa’s, simply text “Jesus, I love you” while you drive.’ ‘DNT TXT AND DRV. FIAT.’
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 4Q
11
7 gallery +
Comestibles Arcor - Bumba King Kong / Robot Leo Burnett / Bogota Category: Print ‘Bumba Metro.’
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 4Q
11
7 gallery +
Symantec - Norton Pixel Type Leo Burnett / Chicago Category: Design To bring added depth to the Norton “Stuff” campaign, Leo Burnett/Chicago created an original typeface. The pixel-based design communicates the digital nature of our data - our “Stuff” - and is made up of millions of bytes and pixels, all of which are worthy of premium protection. Created by designer Siggi Eggertson, the font mixes traditional square pixels with rounded pixels and incorporates eye-catching color. The pixel-based typeface also plays a digital role. Specifically, the individual pixels that make up the words in headlines house user-generated content. When users roll over the headlines with their mouse, videos, pictures and other types of content that pertain to the subject matter pop up. When combined with Norton’s trademark yellow, this font acts as a powerful differentiator from the competition and helps prove that Norton protects the Stuff that matters.
31