Pencil Shavings: 3Q15 GPC, Costa Rica

GPC 3Q 15

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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

Dear Friends,

A few weeks ago I stood on a lush green summit in Costa Rica surrounded by some of LB/Worldwide’s finest minds and creative talents. We’d gathered for the 3Q15 Global Product Committee meeting, to assess the

health of our business and to evaluate the vitality of our network’s creative product. Our hosts in LB/San Jose

believed that the best way for us to understand and appreciate their beautiful country was to spend our week

immersed in the vibrant rainforest that Costa Rica is famous for, so they arranged for us to work on a densely

forested mountaintop overlooking the Pacific ocean, right smack in the middle of a thriving jungle ecosystem. It was an inspiring place to think about creativity. Surrounded by life in myriad forms, our discussions turned

to the subjects of what sustains us, what drives us, and what compels us to evolve both as individual humans and as a collective agency. Creativity is the very lifeblood of our industry, and just as nature is constantly fostering new innovations and unexpected mutations to meet new challenges, we too must use creativity to

adapt to a rapidly transforming environment. This is one of the key lessons I took with me from Costa Rica;

Leo Burnett Worldwide is not merely a company; it is a rich and dynamic ecosystem that spans the planet,

drawing strength and nourishment from every country we operate in, and fueling human creativity and ideas

across the world. We are a living network, constructed around a web of interconnected relationships, sharing

resources and objectives and perspectives because we understand that our survival depends on each other. We are a teeming colony of intrepid creatures feeding off human creativity, and the GPC is our hive mind.

A Letter from Mark

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There are almost 9000 people working in Leo Burnett agencies across the planet. Although there are certain

universal traits that we all exhibit, born from our common heritage and shared DNA, the fact is there exists

an enormous amount of diversity operating under the Leo Burnett canopy. Each of us has a role to play, an

essential task to perform that contributes to the rich spectrum of life and creativity on display in our agencies.

Our offices are filled with sharp-eyed birds of prey alongside strutting peacocks, lovable shuffling bears and aloof felines, gregarious packs of wolves and naughty monkeys and countless other quirky creatures of equal

value who’ve carved out their own unique niche in the greater Leo Burnett ecosystem. Even those among us

who avoid the light, who choose to hide in plain sight still serve a clear purpose, as their daily labour works

in conjunction with every other component to facilitate the health of the larger system. Every one of us is an integral link in the food chain, no matter what our rank or stature. All of us fertilize the earth that bears the

fruit of our labours, and all of us drink from the same streams. No matter what our role is, ultimately each one

of us bears a degree of responsibility for the creative product that emerges from the Leo Burnett ecosystem.

Make no mistake; it’s a jungle out there. Our survival is not guaranteed, and we face stiff competition on all fronts for limited resources. We’re on the verge of dealing with new unprecedented challenges as well, as rad-ical shifts looming on the horizon will shape the future in ways we can’t predict. In this climate the best thing

we can do to ensure the long-term health of our own company is to continue to invest in creativity. Creativity is the tool that will enable us to adapt and thrive; it has and always will be the source of all our sustenance.

Creativity stimulates new life, in the form of new ideas, different perspectives, and fresh aesthetics, and these open up a world of novel possibilities while unlocking dormant potential. The health of our company depends

on a constant replenishing of our creative energies, the life-giving waters of the ecosystem we inhabit.

The Leo Burnett Agency As A Global Ecosystem

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I want to thank Douglas Castro, Jorge-Luis Carerra, and the wonderful team from LB/San Jose for all the work they did to organize and host such an interesting and thought-provoking GPC. Our time in the jungle was eye-opening and inspiring, and I believe that every GPC delegate took away a few unforgettable memories, ranging

from startling encounters with oversized spiders and poison dart frogs to funny conversations shared with new

friends. All of us caught a clear glimpse of the meaning of Pura Vida, Costa Rica’s national motto that is so

much more than its direct translation as “pure life.” It’s also an attitude and lifestyle and a common greeting and

rejoinder amongst the laid-back people lucky enough to call Costa Rica their home. Sandwiched between two oceans and surrounded by an abundance of natural beauty and biodiversity, I think all of us understood why

Costa Ricans are routinely ranked among the world’s happiest people. Thank you for sharing your world with us.

Although the 3Q15 GPC did not yield a particularly large collection of 7+ work, the campaigns and ideas on the

following pages are well worth examining. Considering that the first two quarters of 2015 generated some of the largest and strongest 7+ collections in recent years, it’s not surprising that there was a bit of a drop off in the 3rd quarter. Traditionally the months after Cannes are always a bit slow, as Europe goes on vacation in August

and there’s usually fewer GPC submissions as a result. It’s the fallow season after the summer harvest, the point

where our network begins the long arduous process of seeding and developing new work for the coming year.

Even though this quarter’s 7+ collection is relatively small, some of these pieces are undoubtedly world-class game-changing executions. For instance, the Atlantic Heaters “37 Days” film from LB/Paris will likely be among the most awarded ideas in our industry in 2015, and it’s a fantastic example of a modern product demonstration

that’s been executed with impeccable craft and a fanatical attention to detail. The winner of multiple Cannes

Lions, “37 Days” is required viewing for everyone in LB/Worldwide. This is where the bar is. This is our standard.

I want to leave you with one last thought about our Leo Burnett ecosystem. Our competitive advantage as

a company is our closeness and cohesiveness across the world. We must always remember that we are not

alone; our signature strength is the interconnected web of relationships that helps us to sustain and practice

creativity without borders. We are not individual shops struggling to survive; we are a family, a pride of

lions that does its best work when it hunts as a pack. With that in mind, I’ll leave you with a quote from the

renowned English writer Sir Rudyard Kipling, who observed this eternal truth about nature in a famous poem:

“Now this is the law of the jungle, as old and as true as the sky,And the wolf that shall keep it may prosper, but the wolf that shall break it must die.As the creeper that girdles the tree trunk, the law runneth forward and back;For the strength of the pack is the wolf, and the strength of the wolf is the pack...”

Food for thought. Thank you all for all your talent and hard work. I look forward to a strong conclusion to 2015.

Kind regards,

Mark Tutssel

Chief Creative OfficerLeo Burnett Worldwide

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HumanKind aims to add something

to people’s lives.

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ContentsThe 3Q15 Global Product Committee 6

Leo Burnett @ the 2015 Kinsale Shark Awards 7

Leo Burnett @ the 2015 Spikes Asia Awards 8

The 3Q15 8-Balls 10

The 3Q15 7+ Gallery 13

“In its anxiety to serve, the modern agency naturally trends toward a standardization of thought and formalization of procedures, which make for sterility rather than fecundity on the creative side of the house. My overall advice under these conditions is to relax a little and to differentiate between pure hunch, which every advertiser is naturally scared to death of, and conditioned intuition which is a composite of judgment, experience, knowledge, a God-given sense of timing, and sheer inspiration.This kind of creative thinking is entitled to new respect, and can become the sharpest of all competitive weapons by the advertiser who has the imagination to use it and the courage to pour it on when he finds something that clicks.Our business once revolved entirely around men with pencils, men with an inbred selling instinct, a nose for ideas, clarity of thought, and a great gift for human expression. These men put on the map some of the greatest brands in this country.”

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The 3Q15 Global Product Committee

Brian SiedbandChicago

MarkTutsselWorldwide

ScottBradleyAtelier /

London

HerberthMonterrosoBogotá

JesusLada Madrid

JenniferSkidgel Chicago

DouglasCastro Santo Domingo

/ San Jose

TJ PocockLausanne

Vincent GeraghtyChicago

Olga LuciaVillegasLatin America /

Bogotá

Giles HedgerWorldwide /

London

Jorge-LuisCarerra San Jose

FernandoBellottiLatin America /

Buenos Aires

GordySangChicago

Alexis OspinaMexico City

RosalieGeierChicago

FabioSeidl Lapiz /

Chicago

MauricioSarmiento Bogotá

FuadAhmad Bogotá

Diego ‘Mimo’ OrtizBogotá

LuisSanchez-ZinnyBuenos Aires

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On the rugged and beautiful south-coast of Ireland lies a fishing village that is home to the Kinsale Sharks International Creative Awards. Each September, this village rewards brilliant free thinkers and welcomes brave

ideas.

Last week the Festival named Leo Burnett Worldwide “NETWORK OF THE YEAR 2015” for the third consecutive

year. Our network dominated the evening, winning an astonishing 95 Shark Awards.

Leo Burnett London took the prestigious “GRAND PRIX” back home across the Celtic Sea, for Karma Nirvana

“Suffocation”, and Leo Burnett Buenos Aires won the highly coveted “FREE THINKER AWARD” for Samsung “Safety Truck”, for the most innovative thinking in the show.

The network demonstrated its creative prowess by netting 22 Gold Sharks. (Chicago 10, London 3, Toronto 3,

Melbourne 2, Sydney 1, Buenos Aires 1, Berlin 1, Beirut 1). We added 28 Silver and 42 Bronze Sharks to this

incredible haul.

22 global offices contributed to this outstanding creative performance: Bangkok, Beirut, Berlin, Bogotá, Buenos Aires, Chicago, Frankfurt, Jakarta, Lapiz, Lisbon, London, Madrid, Manila, Melbourne, Mexico City,

Milan, Paris, São Paulo, Sri Lanka, Sydney, Toronto, Zurich. This is pure creativity without borders in action.

We won for major blue chip brands like Samsung, Diageo, Fiat, McDonald’s, P&G, Honda, IKEA, Dunlop, Hallmark and Canon. Our outstanding performance for the third year in a row is testament to the talent we have working in our network, and our shared desire for greatness. Congratulations to all the winning agencies

and keep up the brilliant work!

Leo Burnett @ The 2015 Kinsale Sharks Awards

http://kinsalesharks.awardsengine.com/winners/

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Spikes Asia is the premier festival for Asia Pacific’s creative industry. This year, it was held in Singapore from Sept. 9 to

11. Leo Burnett Worldwide was named the 2nd most awarded

creative network in Asia Pacific. (BBDO, Leo Burnett, DDB).

Leo Burnett Melbourne took home the highly prestigious GRAND

PRIX in Integrated for SPC’s “#MyFamilyCan”, and Leo Burnett Sri Lanka won a prized Creative Effectiveness Spike for Ceylon Newspapers Mawbima “The world’s first mosquito repellent newspaper”.

We also won 6 coveted Gold Spikes for major blue chip brands, Samsung (2), Tesco Lotus, Honda, Canon and 7-Eleven. Congratulations to our Leo Burnett agencies in Melbourne, Sydney, Bangkok and Colombo.

So many offices contributed to this stellar performance - Melbourne, Sydney, Colombo, Bangkok, Jakarta, Tokyo, Manila, Hong Kong, Kuala Lumpur and Mumbai. Our performance in Asia Pacific reflects the amazing talent we have in the region, and the passion and hard work of countless creative teams. Congratulations!

Leo Burnett @ the 2015 Spikes Asia Festival

http://www.spikes.asia/home/

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Atlantic Heaters - Thermor - Sauter 37 Days

Leo Burnett / Paris

Category: Film

This exquisitely produced short documentary is a triumph of film craft, and it’s widespread popularity and global success has transformed the category of

home heaters in Europe and vastly improved the sales of the Atlantic Group.

Using rich, evocative visuals to tell a captivating story, the film documents the placement of a single clear greenhouse in a frigid arctic environment in Canada,

with only Atlantic heaters controlling the temperature in the clear cube. Frozen

seeds melt out of suspended ice and fall into fertile soil pockets, and the film uses time-lapse techniques to capture the 37 day period in which the empty cube transforms into a vivid green landscape filled with plants and butterflies. The winner of multiple Cannes Lions, this gorgeous film is a striking product demonstration and arguably one of the best films produced by LB/Worldwide in years. Congratulations to the team from LB/Paris who scripted and produced

this immaculate piece of work.

‘Heat is Life. Atlantic Group. Thermor. Sauter.’

ball gallery

https://vimeo.com/132250321

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Ministry of Finance & AMCHAM Illegal Market Catalog

Leo Burnett / San Jose

Category: Case Study

Contraband and illegal knock-off goods are a serious problem in Costa Rica, as unsafe and unregulated fake products routinely cause health scares and hospitalizations across the country. People do not know what they are buying and putting into their bodies, which is a

major issue for the country’s health care system and also has economic ramifications. Working with Leo Burnett/San Jose, Costa Rica’s Ministry of Finance & AMCHAM launched an “Illegal Market Catalog” intending to undermine sales of fake goods and assist the public by giving them opportunities to help contribute to the information contained in this perpetually updated document and online database.

The actual catalog was beautifully crafted, and an intelligently designed online platform clearly helped make an impact by gathering a

wide array of information from the general public. By crowd-sourcing information from the public, the Ministry was able to crack down on fake goods and generate a groundswell of popular support for this initiative.

ball gallery


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St. Leonard’s Ministries Finding Freedom

Leo Burnett / Chicago

Category: Book Design

This gorgeous, impeccably designed book was created by

LB/Chicago’s Department of Design in collaboration with the

critically-acclaimed portrait photographer Sandro. Working with LB/Chicago copywriter Brandon Crockett, this book

for St.Leonard’s Ministries documents the lives and poetry

of former inmates of St.Leonard’s Ministries, a halfway on

Chicago’s near west side. The book is a stunning blend of

astonishing photography and potent writing, and it captures

a wealth of stories about people struggling, caring for each

other, and working towards a brighter chapter of their lives.

The design and contents of this book were a highlight of the

3Q15 GPC, as the publication represents one of the most

beautiful articulations of HumanKind thinking the GPC saw this quarter.

ball gallery

http://www.findingfreedombook.com/

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Esurance #EqualDreams


Category: Film

In the wake of the US Supreme Court’s landmark ruling

in June that legalized gay marriage in all 50 states, a

multitude of brands released ads and campaigns stating

their support for equal rights for the LGBT community.

This beautifully crafted film was shot during an actual Chicago-area wedding, and is comprised of a series of interviews with a host of children and other wedding

guests about their thoughts on marriage being a legally

available option for all people, regardless of their sexual

orientation. What’s captured in this film feels intimate without seeming intrusive, and the ultimate conclusion

perfectly captures Esurance’s position as a future-facing brand that celebrates and honors the modern world.

https://youtu.be/DhTuNwO_Sqc

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Allstate Insurance Mayhem Skip Punishment


Category: Interactive (Pre-Roll Film)

This brilliantly executed pre-roll idea takes last quarter’s fantastic 7+ Allstate TV spot “Mobile Phone” and places it online as a YouTube

pre-roll spot. If viewers attempt to skip past the pre-roll ad, a series of increasingly hard-to-watch film clips ensue, ranging from a man eating tinfoil to a close-up film of someone clipping a set of truly filthy toenails. A new clip starts each time the viewer presses the skip button, but if the viewer chooses to watch the Allstate ad, the

disgusting clips cease and the Allstate ad plays to its completion.

This brilliant stunt is rooted in the Mayhem brand character, and it’s

a fantastic, interruptive way to get people engaged with a pre-roll ad on YouTube.

http://allstateonline.com/lp/skipmayhem

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Procter & Gamble - Always Unstoppable

Leo Burnett / Toronto / Chicago

Category: Integrated

In the first follow-up film to last year’s incredibly successful, ground-breaking viral film #LikeAGirl, LB/Toronto and LB/Chicago enlisted the help of veteran director Lauren Greenfield to capture a few of the ways society limits girls and women. The revealing testimonials of the pre-teen girls and young women in this film showcase how cultural and societal expectations serve to put women in boxes, which become far more than

abstract metaphors in this striking film for Always. Beautifully shot, and with an admirable level of honesty and candor framing every shot,

“Unstoppable” quickly became a viral hit globally upon its release in

July. This film has already earned critical acclaim all over the world, and tens of millions of views online have helped cement Always’ role as a

brand leading a worldwide conversation about what it means to “Rewrite

the Rules.”

‘Always. #Unstoppable.’

https://www.youtube.com/watch?v=VhB3l1gCz2E

https://youtu.be/LjrBB8wphNQ

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Tesco Lotus Taxi

Leo Burnett / Bangkok

Category: Film

This touching short film offers a telling glimpse into the life of a Thai taxi driver, who works long hours to earn money while struggling through

a series of indignities common to the profession. A drunk passenger

vomits in the back seat, and a passing scooter carelessly smashes the

taxi’s side mirror while driving by. The driver pushes on, clearly out of

a sense of duty and need. One late evening, a passenger tries to take

all the taxi driver’s money, but the thief abandons his robbery attempt

when the driver refuses to hand over any cash, even after receiving a

brutal beating. Here the film takes an unexpected turn, as the driver’s young son discovers his parent bruised and bloody upon returning

home. This story of a parent’s tireless devotion and the sacrifices they make for the good of their children was part of Tesco Lotus’ positioning

as a brand that champions the needs and relationships of families all

over Thailand.

https://youtu.be/r_9j3V7hPNE

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Dia - El Árbol Supermercados Farm / Fishing

Leo Burnett / Madrid

Category: Film

This charming TVC campaign for Dia’s El Árbol supermarkets in Spain

takes a humorous approach to conveying the ease and affordability of the products available for purchase at the chain’s stores. Two likable

characters eager to escape their mundane lives in the city travel to a

farm and to a fishing boat to experience a day in the life on a working farm and amongst busy fishermen. Their laborious and tiring work days are lovingly captured by cameras, and then the spots cut away

to present a leg of lamb and some fresh fish available at El Árbol for fairly good prices. The insinuation is clear; although you definitely get these items for cheaper than at El Árbol, you’re going to have to work

a lot harder for whatever small discount you may find. ‘El Árbol. Good prices, good produce.’

https://youtu.be/6oEg5-z2Dwo

https://youtu.be/FUluhv61JD4

https://youtu.be/FUluhv61JD4

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GoGo Van GoGo Free-nitureLeo Burnett China / Hong Kong Category: Promo & Activation

GoGo Van is a moving and logistics company in Hong Kong whose customer base is the high number of Hong Kong tenants who rent different apartments each year because of rapidly rising rent prices. One of the burdensome expenses associated with constantly

moving to different residences in Hong Kong are the fees involved in disposing of your furniture and the cost of replacing furniture in your new home. LB/Hong Kong recognized this situation as a unique business opportunity for GoGo Van, and developed a custom

app for the brand that enabled people to list used furniture for sale and buy used furniture

from other people, all delivered by GoGo Van for a minimal fee. This new “GoGo Free-niture” app helped Hong Kong residents to save money on the furniture disposal fees and the app generated an 18% boost in business. This brilliant and profitable business idea took a human behavioral insight and designed an app to make the entire moving process easier

and cheaper for GoGo Van’s customers.


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McDonald’s - Egg McMuffin Early Riser

Leo Burnett / ChicagoCategory: Film

A man stirs awake in the pre-dawn light and then wearily trudges off to his car to start his long morning commute. He stops in at McDonald’s to pick up breakfast to go, then navigates a crowded highway until he finds himself at a familiar tollbooth, handing over the sandwich he just bought to his surprised wife, who is busy collecting tolls from an impersonal stream of vehicles passing by in haste. She shares a brief but special moment with her husband, who

then departs with a smile. ‘I’ll see you at home.’ Sometimes it’s the little things that can bring

us the most joy.‘The Egg McMuffin. Only at McDonald’s.’


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McDonald’s - Brand Favourites Fun

Leo Burnett / London

Category: Film

A young kid full of energy and life finds his quest for fun consistently thwarted by worried parents, frowning

shopkeepers, and dubious authority figures ranging from museum guards to overzealous groundskeepers.

Only upon entering his favorite McDonald’s does he

truly feel free to be himself. This impeccably shot and

edited spot perfectly captures how McDonald’s serves

up simple, easy enjoyment to people of all ages. ‘McDonald’s. Good times.’


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McDonald’s Recharge Logo

Leo Burnett / London

Category: Design & Packaging.

McDonald’s in the UK now offers free phone charging to its customers. Tasked with designing a new logo to communicate this in store, LB/London crafted a simple but intuitive graphic that immediately conveys this essential service to anyone who frequents a McDonald’s

restaurant.

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McDonald’s - Corporate The Burger Report

Leo Burnett / Frankfurt & thjnk / HamburgCategory: Design & Packaging (Annual Report)

At their worst, corporate annual reports tend to be dry, predictably boring documents

containing a glut of information that’s often presented in staggeringly unimaginative

ways. Tasked with producing an annual report for McDonald’s in Germany, LB/Frankurt

did something decidedly different. The agency designed a stunning series of boxes that emulated McDonald’s iconic packaging, each of which conveyed essential facts and

figures in eye-catching and visually arresting ways. This elegant design work makes even the most prosaic facts intriguing, and transforms the annual document into a piece

you can’t help but enjoy turning over in your hands as it imparts essential information. Awarded a bronze lion at the 2015 Cannes Lions International Festival of Creativity, this

beautiful work demonstrates that even the most mundane brief can be executed with

creative brilliance.


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Fiat Good Use’s Manual

Leo Burnett / Buenos Aires

Category: Direct

Every new car comes with a user’s manual, a detailed document filled with technical information and vehicle specs that is usually destined

to live in the dusty depths of an automobile’s glove compartment.

LB/Buenos Aires saw an opportunity to infuse this neglected piece

of brand communication with creative messaging, and designed and

published the Fiat “Good Use Manual,” containing tips, advice, and

entertaining illustrations intended to give Fiat owners some useful

material based on funny behavioral insights. This smart and well-executed manual is an excellent example of an agency seeking out

new ways and contact points to communicate with people.

https://www.youtube.com/watch?v=JC5vAmSCdeU

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Marwen - Arts Education This is Marwen


Category: Design

Marwen is a free art school for underserved Chicago youth. The

program trains art students from every one of Chicago’s 55 zip

codes, which represent different neighborhoods around the city. To raise public awareness of Marwen, LB/Chicago placed a series of

blank canvasses in every one of Chicago’s 55 zip codes, marked

only with a 5 digit zip code. After a few weeks, these strategically

placed white teaser billboards were replaced with attention-getting original art pieces created by Marwen students from each zip code,

beautifying the streets with original art produced by young people in

each neighborhood. A corresponding social media campaign using

the hashtag #ThisIsMarwen supported the outdoor work and helped

publicize the art installations scattered throughout the city, which

successfully helped raise Marwen’s profile and reputation.

http://thisismarwen.org/

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Coca-Cola Happy NewsLeo Burnett / San Jose

Category: Branded Content

In 2012 the Happy Planet index named Costa Rica the world’s happiest country, a title which the central American nation has since lost, slipping

down to 15th in the global rankings in 2015. Coca-Cola and LB/San Jose recognized an opportunity to reclaim a little of Costa Rica’s lost

happiness by transforming an edition of one of the nation’s most iconic

scandalous tabloid newspapers into a publication featuring only happy

news. On the International Day of Happiness, LB/San Jose replaced the notoriously negative coverage of La Extra with positive stories and eye-catching headlines that left people smiling and laughing. Coke grabbed

the attention of Costa Ricans and reminded them that given a choice, it’s

always better to “open happiness.”


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Arcor - Bon O Bon Superhero

Leo Burnett / Buenos Aires

Category: Film

A boy observes his uncle making a discreet exit from his family’s Christmas dinner, and then follows him upstairs where he discovers

his uncle preparing to don a Santa costume. In a quiet conversation, the young boy informs his uncle that he’ll keep his uncle’s secret

superhero identity hidden in exchange for an upgrade to the Christmas present he originally requested from Santa. This poignant film perfectly captures the brand essence of Bon O Bon.

‘The sweetness of believing. ‘Bon O Bon.’


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Honda - CR-V Wild Horse ChaseLeo Burnett / Melbourne

Category: Film

A distraught young girl runs to her father with

tears on her cheeks and a broken toy horse in her

hands, desperate for a way to fix her prized pink pony. With a glint in his eye and a spring in his

step the father piles his kids into the back of his

Honda CR-V and the family hits the open road to the “Ranch of the Rainbow,” a destination off the beaten path where they find a herd of impossibly technicolor horses feeding on fluorescent hay. In pursuit of an elusive pink stallion, the family drives

through an increasingly surrealistic landscape until

the young girl finds herself face to face with the stunning pink horse of her wildest imaginings. This

beautifully shot film dives headfirst into Honda’s famous tagline with a joyous and playful sense of abandon.

‘Honda. The Power of Dreams.’


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Goodyear Dunlop Tires One Second

Leo Burnett / Frankfurt

Category: Film

This exquisitely crafted film for Goodyear Dunlop Tires features masterful direction and flawless editing, weaving visceral footage and sound design together to tell the story of a single charged moment in the life of a race car

driver. A voice-over notes that “sometimes one second requires everything you’ve learned in your whole life,” and then the film cuts away from the tense action on the track to vivid glimpses of the life story that led one driver

to this moment. Beautifully shot and executed, this spot carves out new

emotional territory for Dunlop in a category steeped in rational messaging.

Dunlop. Forever Forward.

https://youtu.be/Fvamkkt42Ek

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ABTO Beach / Marathon / Stadium

Leo Burnett Tailor Made / São Paulo

Category: Print

‘People shouldn’t be in need of something everyone has to

give. Be A Donor. ABTO.’

This striking print campaign for Brasil’s Organ Transplant

Association features images of enormous crowds, with

a graphic laid over the pictures indicating the staggering

number of vital organs that could potentially be donated

from the people pictured in these gatherings.

http://adsoftheworld.com/media/print/abto_stadium

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BIO SUISSE Earthy Veggies

Leo Burnett / Zurich

Category: Print

‘The best soil makes the best vegetables.’

‘BioSuisse.’

BioSuisse is a federation of organic farmers in Switzerland who

support sustainable agricultural practices. These beautifully

crafted print pieces elegantly articulate the brand’s staunch

focus on healthy soil as a critical building block of a healthy

food chain. The exquisite art direction of this print campaign

speaks volumes about the importance of wholesome earth to

the underlying vitality of all ecosystems.

http://www.leoburnett.com/articles/work/earthy-veggies-helps-grow-bio-suisse-brand/

Pencil Shavings: 3Q15 GPC, Costa Rica

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Transcript of Pencil Shavings: 3Q15 GPC, Costa Rica