GPC 1Q 11

A Letter from Mark

pencil havingsa 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

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

GPC 1Q 11

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

Ideas With Direction

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

2

GPC 1Q 11

HumanKind doesn’t speak to people, it speaks with them

GPC 1Q 11

4

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

ContentsThe 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

GPC 1Q 11

Mark TutsselWorldwide

Francisco CassisMadrid

Miguel Simoes Lisbon

Ryan Wagman Chicago

Chaco PueblaCountry

Guillaume ChifflotParis

Peter Bidenko Dubai

Eirik StensrudOslo

Isabel OntosoMadrid

Renato Lopes Lisbon

Eric RosaLisbon

LaurenceKlingerChicago/Lapiz

Riccardo Robiglio Milan

Fernando BellottiBuenos Aires

Maria BernalChicago/Lapiz

Rosalie Geier Chicago

Amy Cheronis Chicago

Fuad AhmadWorldwide

Nuno Ferreira Chicago

Steve Persico Toronto

Andreas Pauli Frankfurt

Gareth SimpsonLondon

Paolo Dematteis Milan

Susan Credle Chicago

Anthony ChelvanathanToronto

Giorgio BrennaMilan

PattiTemple-Rocks Chicago

Tom Bernardin Chicago

Bill RosenChicago

Grisha SorokinMoscow

Paulo Areas Madrid

TuraLisbon

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

1Q11 Committee

GPC 1Q 11

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

Tura: The First Dog To Win A Cannes Lion

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

7

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.

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

Anthony Chelvanathan & Steve Persico

8

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.

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

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.

GPC 1Q 11

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

ball gallery

Canon World of EOSLeo Burnett / SydneyCategory: 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.

GPC 1Q 11

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

ball gallery

Sony - Playstation Mr. Lee’s Tailor ShopLeo Burnett / MadridCategory: 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.

GPC 1Q 11

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

ball gallery

Sony - Playstation Mr. Lee Art Direction / Mr. Lee StationaryLeo Burnett / Chicago, Arc ChicagoCategory: 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.

GPC 1Q 11

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

Kellogg’s - Crunchy Nut Cereal The World’s Biggest Cuckoo ClockLeo Burnett / ChicagoCategory: 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 EvoLeo Burnett / MadridCategory: 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 RecallLeo Burnett / TorontoCategory: 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.

ball gallery

GPC 1Q 11

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

ball gallery

Art Director’s Club of Canada Love Versus Hate - The Two Sides of Award ShowsLeo Burnett / TorontoCategory: 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.

GPC 1Q 11

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

ball gallery

Raising The Roof Look Down / Down HereLeo Burnett / TorontoCategory: Ambient

These ambient executions on the streets compel people

to change their attitudes and actions towards homeless youth.

GPC 1Q 11

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

Lego Deep Ocean Explorer/BeetleLeo Burnett / MoscowCategory: Print

These print ads encourage kids to use

their imaginations by envisioning alternate

possibilities for the Legos in front of them.

ball gallery

GPC 1Q 11

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

gallery7+

James Ready Beer Fall BillboardsLeo Burnett / TorontoCategory: Integrated

The latest installment of outdoor billboards for James Ready

offers people stylish haircuts and quirky portrait photography

at discount prices. By providing people affordable services,

and employing the brand’s characteristic humor and flair, people

can save money that they can then spend on JR beer.

James Ready The James Ready WeddingLeo Burnett / TorontoCategory: Integrated

James Ready saw an opportunity to help a loyal drinker out by

sponsoring his wedding to the woman of his dreams. Branded

centerpieces, flower arrangements, and a JR cake complete

what can only be described as a one-of-a-kind wedding

ceremony and reception.

Foundation Mimi Rebuild Your ImageLeo Burnett / ParisCategory: Integrated

Cancer transforms the people it affects, often leaving them

emotionally, physically and spiritually scarred. Foundation Mimi

created this campaign to help people rebuild their self-image

following struggles with cancer treatment, and enlisted social

networking tools as well as traditional mediums to get their

healing message across.

Kellogg’s - Special K Special K ResolutionLeo Burnett / ChicagoCategory: Integrated

A gigantic oversize scale placed in New York’s Times Square

encourages women to do something terrifying: weigh themselves

in public. The brave souls who accepted the challenge were

greeted not with a number, but with a characteristic they might

gain if they lost weight, encouraging them to stay positive and

let Special K help them achieve their goals.

GPC 1Q 11

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

Allstate - Auto Insurance MayhemLeo Burnett / ChicagoCategory: integrated

Insurance advertising has long been the realm of safe strategies

and predictable narratives about protection and service. The

advent of Allstate’s “Mayhem” campaign marks a fresh approach

to the category, and this integrated case celebrates the first

collection of great TV spots and executions constructed around

this huge platform idea.

Allstate - Auto Insurance Douglas FirLeo Burnett / Chicago Category: Film

Just in time for the holidays, Allstate presents Mayhem disguised

as “the world’s greatest Douglas Fir.” Who knew a Christmas tree

could wreak so much havok? Get Allstate, and be better protected

from Mayhem.

Kellogg’s - Cheez It Behind The ScenesLeo Burnett / ChicagoCategory: Film (Webisode)

This behind-the-scenes webisode from Cheez-It’s long-running

campaign about testing cheese maturity provides these characters

with depth and nuance. Hearing a wheel of cheese describe the

journey towards self-actualization is quite illuminating.

Allstate - Auto Insurance GPSLeo Burnett / ChicagoCategory: Film

Mayhem is an outdated GPS system that offers a driver

dubious, poorly timed directions from the dashboard of a car.

Get Allstate and be better protected from the perils of

untrustworthy technology.

gallery7+

GPC 1Q 11

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

LIDL - Viva NGO 42.195 km - A DocumentaryLeo Burnett / LisbonCategory: Film

This film was created for Lidl’s Viva NGO, documenting the long

journey women from Guinea-Bissau must undertake daily to

acquire potable drinking water. By juxtaposing a village leader

from Guinea-Bissau with Portugal’s most famous marathon

runner, Lidl successfully raises awareness of the scarcity of

potable water in west Africa.

ING Direct TennisLeo Burnett / Milan Category: Film

ING Direct continues with its campaign of live human billboards,

with actual ING clients advocating for the bank’s services while

pinned up against walls. In this TV spot, a crowd at a tennis

match listens to an ING client describe ING’s no fee banking

in between points.

Norwegian Airlines The KingKitchen / Leo Burnett / OsloCategory: Film

This brilliant media buy positioned the CEO of Norwegian Airlines

on multiple TV channels immediately before the King of Norway’s

annual address to his subjects. At a moment when the entire

nation was watching, this self-effacing CEO offered up a short-

term promotional offer on cheap flights, and sold them all quickly.

Raising the Roof ChairLeo Burnett / TorontoCategory: Film

A chair out on the street is regarded by some as a redeemable

piece of furniture. With fresh upholstery and a few small repairs,

it’ll be as good as new. This spot for Raising the Roof, a youth

homeless organization in Canada, points out that sometimes we

give objects more opportunities and second chances than people.

gallery7+

GPC 1Q 11

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

McDonald’s SymphonyLeo Burnett / LondonCategory: Film

The latest McDonald’s spot from Leo Burnett London is a

masterful film constructed around exquisite sound design.

An orchesta’s instruments play gorgeous musical phrases,

providing a perfect soundtrack to people enjoying their

moments inside a McDonald’s restaurant.

Arcor - Bon O Bon Giant Bon O BonLeo Burnett / Buenos AiresCategory: Film

This short film, shot with exquisite production values, tells the story

of two neighboring towns in Argentina who’ve long mistrusted each

other. When a giant Bon O Bon happens to block a shared road,

the communities debate their options. Ultimately, the Bon O Bon

bridges the differences between the people in these towns.

Samsung - Printers Optical IllusionLeo Burnett / Sao PauloCategory: 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?

gallery7+

GPC 1Q 11

Amnesty International Voice For FreedomLeo Burnett / LisbonCategory: 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 TimLeo Burnett / SydneyCategory: Radio

Anncr(VO): Tim lives in a carpark. Level 3, aisle F, space 31. He’s

been living there for 3 months. His battery died on the second day

from playing his radio late into the night, and now the only music

he hears is the gentle screeching of tires, all day, everyday. Tim has

a family, but he hasn’t seen them since that day he couldn’t find

a spot. He drove aroud the carpark again and again and again.

Eventually the mall closed, but he just kept driving around and

around and around until the tank ran dry and he coasted on fumes

into space 31. Why did he come to the mall in the first place, you

ask? Tim doesn’t know - he’s just afraid to give up his spot.

Shopping can drive you crazy. Remove the risk with 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

eBay JaneLeo Burnett / SydneyCategory: Radio

Anncr(VO): Jane steps out of the shower and dries herself off.

The soggy cashmere sweater she’s wearing gives her the look and

smell of a wet schnauzer. What was once new, soft, and stunning

is now a curious shade of yesteryear’s goat’s milk. The overpriced

sweater hasn’t left Jane’s body since the day she bought it, at that

huge department store full of people...and frustration. “Just having

a look” she told the salesman. “Just having a look” she told the

girl at the counter. “Just having a look” she screamed. But no one

could hear. She cracked under the pressure and couldn’t bring

herself to shop around. The price was high, but the true cost was

her mind. Shopping can drive you crazy. Remove the risk with

hassle-free shopping on eBay. Clever you!

gallery7+

GPC 1Q 11

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

Freeport Outlet - Exhibitions SuperstitiousLeo Burnett / LisbonCategory: Ambient

A brilliant outdoor ambient piece asks people passing by if they

are superstitious, and strategically places a ladder for them to

either walk beneath or around. This billboard promotes a retail

exhibition on the subject of witchcraft in Freeport Outlets, and

drives traffic to the store to see the exhibit.

Sealy Corporation In BedLeo Burnett / ChicagoCategory: Interactive

This phone application lets users tag any photo they take with

the words “in bed,” turning any image into a double-entendre,

and perfectly expressing Sealy’s line: “whatever you do in bed,

Sealy support it.”

Ministry of Internal Affairs Road SafetyLeo Burnett / MoscowCategory: Interactive

This phone application details every accident that’s ever happened

on the streets of Moscow. Point your phone at a crossroads and

see the details of the car crashes that have happened there. Using

GPS technology and augmented reality, the app stresses road

safety to Moscow drivers by revealing the death toll of every street.

gallery7+

LIDL First Class For AllLeo Burnett / LisbonCategory: Ambient

To promote Lidl’s discount prices and claim that “quality is

affordable,” the supermarket enlisted a renowned Portuguese

chef to craft first class dinners for every passenger on an airline,

providing “first class meals for all” using only ingredients purchased

from Lidl. The stunt generated press coverage for Lidl, and the

campaign also included in-store signage that showed people how

to cook Chef Olivier’s dishes at home.

GPC 1Q 11

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

gallery7+

McDonald’s Dip Dip NuggetsLeo Burnett / China / ShanghaiCategory: Ambient

Oversized bowls of dipping sauce sit at the base of the elevator

banks in one of Shanghai’s most popular shopping malls. As each

elevator descends, nuggets lower into the sauce.

Olan-Kemed - Optal Big Eye RollerLeo Burnett / BangkokCategory: Ambient

A cleverly designed fountain turns a round eyeball over and over

with water pressure. This eye-catching ambient piece effectively

dramatizes how Optal eye lotion helps keep eyes moisturized.

Media Books - Leya ReadLeo Burnett / MadridCategory: 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.”

GPC 1Q 11

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

Procter & Gamble - Always MazeLeo Burnett / ChicagoCategory: Print

‘Always Ultra Thin. Designed with leakguard protection.’

gallery7+

Kellogg’s - Special KSassLeo Burnett / ChicagoCategory: Print

‘Sass. What will you gain when you lose? Special K.’

GPC 1Q 11

24

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

Fiat - Ambulance GateLeo Burnett / Sao PauloCategory: Print

‘You never know how big a problem

you will find.

Fiat Ambulance Line.’

gallery7+

Fiat - Ambulance IcebergLeo Burnett / Sao PauloCategory: Print

‘You never know how big a problem

you will find.

Fiat Ambulance Line.’

GPC 1Q 11

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

Fiat - Cinquecento AppleLeo Burnett / MadridCategory: 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 BedLeo Burnett / MadridCategory: 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.’

gallery7+

GPC 1Q 11

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

Fiat - Cinquecento HeartLeo Burnett / MadridCategory: Print

See copy above.

Fiat - Linha Original Adventure CobwebLeo Burnett / Sao PauloCategory: Print

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.

gallery7+

Fiat - Cinquecento ChairLeo Burnett / MadridCategory: Print

Fiat - Cinquecento HorseLeo Burnett / MadridCategory: 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.’

GPC 1Q 11

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

Sony - Playstation Mr. LeeLeo Burnett / MadridCategory: 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.

gallery7+

GPC 1Q 11

Diageo - Bundaberg Rum Heritage / History / Sugar Daddies Leo Burnett / SydneyCategory: 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

gallery7+

GPC 1Q 11

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

McDonald’s New Generation Design StoreLeo Burnett / TokyoCategory: Design & Packaging

Beacon Tokyo redesigned McDonald’s stores and crafted

an evolved, new generation look for the brand in Japan. From

in-store signage to color schemes and the design of the crew’s

unforms, Beacon Tokyo re-branded McDonald’s in the

marketplace with this extraordinary retail campaign.

Agency - Internal Work HumanKindLeo Burnett / ChicagoCategory: Design & Packaging

Tom Bernardin & Mark Tutssel authored HumanKind last year,

a book about Leo Burnett Worldwide’s guiding philosophy on

communication. The design team from LB/Chicago crafted a

brilliant look for the book, with incredible attention to detail paid

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 HeroesLeo Burnett / China / GuangzhouCategory: 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.

gallery7+

GPC 1Q 11

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

IILM School Of Design Spirograph ScaleLeo Burnett / New DelhiCategory: 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 IdentityLeo Burnett / ParisCategory: 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.

gallery7+

GPC 1Q 11

31

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

Sony - Playstation Mr. Lee Direct MailLeo Burnett / MadridCategory: 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.

ball gallery

Chrysler - Jeep Stone - Twig - WaterLeo Burnett / Sao PauloCategory: 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.

GPC 1Q 11

32

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

Obrigada