Pencil Shavings: 4Q11 GPC, Sao Paulo

GPC 4Q 11

A Letter from Mark

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,

X marks the spot. The Octávio 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.

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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!

The Best of Brasil

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http://www.vaivai.com.br/

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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

2011: The Year In Review

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GPC 4Q 11HumanKind doesn’t interrupt people, it involves them.

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ContentsThe 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 KlingerHispanicAd’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.”

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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)

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“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 sell-ing 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.

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Tailor Made:Crafting Bespoke Business Plans for Brazil


http://www.leoburnett.com.br/

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Postcards from Portoroz:New Europe Thrives at the Golden Drum

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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.


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http://www.goldendrum.com/

http://www.youtube.com/watch?v=JNY-ogBkt4Q

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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.

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Advertising & Design Club of Canada:Leo Burnett Toronto Wins Agency of the Year


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Profile: Laurence KlingerHispanicAd’s 2011 Creative Director of the Year

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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.


“One doesn’t discover new lands without consenting to lose sight of the shore for a

very long time.” – Andre Gide

Laurence Klinger’s fiction available on Amazon.com: Still Life With Fish & Other Stories,

& The Dignity of the Wounded.

http://www.amazon.com/dignity-Wounded-Laurence-Klinger/dp/1413450571/ref=sr_1_1?ie=UTF8&qid=1323077582&sr=8-1

http://www.amazon.com/Still-Life-Fish-Other-Stories/dp/1401031838/ref=sr_1_2?ie=UTF8&qid=1323077582&sr=8-2

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Micasa Names / MarleneLeo 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.”

http://youtu.be/2ZsSq2XBhR0

http://youtu.be/ny-9In_9j0o

http://youtu.be/ny-9In_9j0o

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7-Eleven - Slurpee Bring Your Own Cup DayLeo 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.

http://youtu.be/vI-RkzMGfQE

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Procter & Gamble - Bonux Detergent CampaignLeo 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.”

http://youtu.be/2HNB0cdPDa8

http://youtu.be/-4QRz2Kd1fc

http://youtu.be/xxExqmuvVVI

http://youtu.be/stPscB-jJLA

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Kellogg’s - Rice Krispies Squares Bars Free BoatLeo 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.”

No Rights No Women No Rights No WomenLeo 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. Troy Library Adventures In Reverse PsychologyLeo Burnett / Detroit


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.

ball gallery

http://youtu.be/gFGGPYhgAc0

http://youtu.be/nw3zNNO5gX0

http://youtu.be/nw3zNNO5gX0

http://youtu.be/-W1cjPOWG1Q

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Australian Bureau of Statistics - CensusSpotlightLeo Burnett / Sydney

Category: Interactive

How do you get a country excited about a census? How do you

increase participation in the droll process of gathering data?

This brilliant interactive piece from Leo Burnett/Sydney is called

“Spotlight,” and manages to gather information from people

while delivering a personalized experience that puts the country’s

information into a context that is both entertaining and relevant.

“Spotlight” asks the user a series of questions, and then guides

them through a customized animated journey based on their

answers, while using statistics to entertain and inform.

James Ready Beer Spelling Bee LotteryLeo Burnett / Toronto


James Ready Beer prints quirky messages on the insides of its

bottle caps. This summer, the brand began printing letters, numbers,

and punctuation on the bottle caps, as part of a bi-weekly

spelling bee competition for the brand’s most loyal drinkers.

Every Tuesday and Thursday, on JR’s Facebook page, a new

word and a new prize is unveiled, and if you can spell the word

using bottle caps, you win a prize! This integrated campaign cost

nothing to run, but drove sales, increased the brand’s Facebook

fans, and provided drinkers with an engaging way to interact with

the brand.

ScopeAbility Symbol QR CodeLeo Burnett / Melbourne


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.”

ball gallery

http://youtu.be/M1rKm2i3TLE

http://youtu.be/_CrN1wbk--M

http://youtu.be/7fLFdMypAyI

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Swiss Life Life Turns In A SentenceLeo 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.’

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Egypt Foods - Cono Lion / Horror / Girls / Cartoon / Music / Dog / FlowerLeo Burnett / Cairo

Category: FilmEgypt 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.

http://youtu.be/zooKxut41ls

http://youtu.be/-xT7auWINmo

http://youtu.be/oYdObg2G7GA

http://youtu.be/1zo_Dgb4LaI

http://youtu.be/S1rfOkxKfmw

http://youtu.be/XqYnbKu9r3M

http://youtu.be/miIayRxBw6U

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Micasa Antonio Orlando Julian / CarlottaLeo 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 PostingsLeo 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.”

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http://youtu.be/qRY8jn-5KfA

http://youtu.be/uAr_XthJ8Oc

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Smith Restaurant & BarSmith - Interior / Smith. Food For the EverymanLeo 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.

gallery7+

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Procter & Gamble - Bonux Science Box / White SheetLeo 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 BraLeo Burnett / Sao Paulo


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?

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http://youtu.be/asTwo0bcNG0

http://youtu.be/ub5QUo4MDGQ

http://youtu.be/SlFnOjfuBNE

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Chrysler - Jeep Never AdaptLeo 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.”

Hallmark Give & GetLeo 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 SecondLeo 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.

http://youtu.be/7xyjVonmWCA

http://youtu.be/rR04IGtmuHQ

http://youtu.be/KgVmb9Iq52M

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Atitude Brasil - Public ServiceLet’s Do It BrasilLeo Burnett / Sao Paulo


“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.

gallery7+

http://youtu.be/oRd1S3oGvPw

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Elections Ontario We Make Voting EasyLeo Burnett / Toronto


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.

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James Ready Beer Immortalizing JR’s Awesomest DrinkersLeo Burnett / Toronto


James Ready Beer wanted to celebrate the unique relationship

the brand has with its most loyal customers, so it asked people to

submit pictures and 100-word rationales for why they ought to be

considered as “JR’s Awesomest Drinkers.” The best submissions

appeared on thousands of commemorative James Ready beer

bottle labels that paid tribute to JR’s most dedicated fans.

“James Ready Beer. Immortalization never tasted so good.”

Diageo - Bodega Navarro Correas Art With WineLeo Burnett / Bogota

Category: Ambient

This interactive art installation encourages people to paint-by-

numbers, using their cell phones and 256 shades of wine to

craft a beautiful image out of 1000 cells affixed to an outdoor

billboard. By sending text messages to a robotic device that

fills individual cells with wine, the painting slowly takes shape.

“Bodega Navarro Correas. Art for inside and outside.”

Alpina S.A. - Bon Yurt NeonLeo 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.”

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http://youtu.be/vBSLK30t5cU

http://www.youtube.com/watch?v=YvAIIM-2Ju4

http://youtu.be/2LBSprm_xDQ

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Diageo - Bundaberg Five DolphinsLeo Burnett / Sydney

Category: Print

‘Raw like the sashimi of rum.’

‘Bundaberg Five.

Clear Rum. Clear Character.’

Diageo - Bundaberg Five One ArmLeo Burnett / Sydney

Category: Print

‘Filtered once for every finger you got.’

‘Bundaberg Five.

Clear Rum. Clear Character.’

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Allstate Insurance Mayhem Wine BottleLeo Burnett / Chicago


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 MelbourneSpiegel BoxLeo 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: two-

headed 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”?

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Scope Thermo CDLeo 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 BookLeo Burnett / London


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.”

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Christian Care Services - Ray of Hope Jack / Queen / KingLeo 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.’

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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.’

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Comestibles Arcor - Bumba King Kong / RobotLeo Burnett / Bogota

Category: Print

‘Bumba Metro.’

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Symantec - Norton Pixel TypeLeo 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.

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Pencil Shavings: 4Q11 GPC, Sao Paulo

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Transcript of Pencil Shavings: 4Q11 GPC, Sao Paulo