Pencil Shavings: 1Q13 GPC, Berlin

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 13

A Letter from Mark
Dear Friends,

Last month the 1Q13 Global Product Committee gathered in Berlin to spend four days evaluating the creative
output of Leo Burnett Worldwide. We shared a candid week trading insightful dialogue and clear assessments
about our work, our client relationships, our ideas, and the challenges that lie ahead. Our conversations were
framed against the backdrop of Berlin, a city rich in character and history that is briskly reinventing itself as a
future-facing cultural hub powered by a creative class second to none. I can’t think of another place that’s been
reimagined, rebuilt, and rebooted repeatedly the way Berlin has over the last century. Today, the residents of
this city have sloughed off the detritus of turbulent past eras, and have embraced the painstaking process of
renovating and repurposing old structures to forge a new revitalized metropolis. There is an adventurous spirit
of creative innovation thriving in Berlin, and it’s evident everywhere you look. It was inspiring to sample a small
part of Berlin’s cerebral scene, and to marvel at all the talented people who choose to call the city their home.

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Creativity Without Borders
On the second day of our meeting, our German hosts organized a short guided bus tour during our lunch break,
to give us a chance to be tourists and see some of the city’s historical and cultural points of interest. Few places
have captured the world’s attention and imagination like Berlin, which was a focal point of the Cold War, when
the city served as the epicenter of a broader cultural battle between competing ideologies. The Berlin Wall was
arguably the most powerful symbol of the political conflict that shaped the events of the last century, and no first
visit to the city would be complete without a pilgrimage to its remnants. Once a towering, intimidating concrete
hulk that arbitrarily divided the city into two segregated parts, it now just exists in fragments, a monument to
the follies of the 20th century, and the impossibility of preventing the spread of freedom and ideas. When finally
given the chance, people tore it down armed with little more than hammers and chisels, and then danced and
drank amidst the rubble. There are many lessons you can draw from the Berlin Wall and its fall, but the one I
want to highlight is how completely things have changed since it came down. Just 23 years after the concrete
crumbled, we are now living in a totally different reality. Ideas cross borders in a nanosecond, and spread virally,
and governments cannot prevent the free flow of information. People have more control than ever before over
their minds and what media they choose to consume. The global spread of personal technology and the rise
of the internet has democratized culture in a way previous generations couldn’t have imagined. We are living
in a golden age of creativity and communication. Never before has anyone had the opportunity to connect to
so many people, so quickly, through so many avenues. It is worth remembering how far we’ve come in such a
short time, and as we adapt to meet the needs of tomorrow, it’s worth reflecting on how far we still have to go.

Change is the lifeblood of our industry. It is a constant catalyst reminding us that ‘business-as-usual’ will not
suffice. We must learn and evolve, and embrace change as the springboard that propels us towards a deeper
understanding of people, who are always moving forward. As Leo wrote: “I take the attitude that advertising was
just invented yesterday. By that I mean that advertising should not be regarded as a static, formalized business,
but a fluid and dynamic force in modern communications.”

This is the challenge before us. We can only create purpose-driven communication that rewards people who
engage with it if we are willing to rethink and reconfigure the way we work. In HumanKind, we have a compass,
a way of thinking that aligns us, and it provides us with a strong foundation that unites the company the world
over. HumanKind has given Leo Burnett a shared focus and a common voice, even though we speak many
different languages. We also have, in the GPC, a tool and process that connects us as a global network, and
which serves as a positive framework for us to evaluate our own product and offer clear, consistent direction.
These are two of the elements that help knit us together into a single family. We are not a collection of disparate
shops toiling away under the same logo in different countries: we are one company, one family, sharing a deep
sense of kinship that stretches across the planet. It is this unique culture, and our relentless focus on people
that provides Leo Burnett with a competitive advantage that has helped us achieve a level of sustained success
few agencies can lay claim to. But we cannot rest on our laurels. We cannot stop moving. We must look ahead,
and learn how to best leverage our talent, our ideas, our relationships, our heritage, and our people in a way that
sets us apart from everyone else. To take the next steps towards becoming the world’s preeminent HumanKind
Communications Company, we must truly embrace what it means to believe in creativity without borders.

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We have a promising new year ahead us. Three months into 2013, new opportunities await, and I’m excited
about some of the work we’ve already added to our portfolio. The 1Q13 GPC identified a diverse and intriguing
collection of 7+ campaigns and executions, across a wide range of communication channels, and I hope you
all spend some time sinking your teeth into the work that fills this edition of Pencil Shavings. There’s a rich vein
of brilliant thinking on display here, executed with immaculate attention to detail, and it’s an inspiring collection
that we should all be proud of. The sheer variety of good ideas is encouraging, as it’s clear that we continue to
find new and unexpected ways to connect with people and reward them for their time and attention.

I want to thank our hosts in Berlin for their exceptional hospitality and flawless planning, who through the magic
of German engineering converted four exceptionally long work days into a seamless and joyful stretch of hours
that left even the most jet lagged delegate smiling and contented. By some trick of fate, Leo Burnett/Germany’s
executive leaders all have the same name, so I offer up this note of gratitude to what the GPC christened the
Triple-A team: Andrea, Andreas, and Andreas. Andrea Albrecht (MD of LB/Germany), Andreas Pauli (CCO of
LB/Germany), and Andreas Laeufer (ECD of LB/Berlin) were exceptional hosts, and with the help of LB/Berlin’s
Elena Podlubnaja and LB/Frankfurt’s Andrea Ulrich, they took great care of us. Thank you to everyone in Leo
Burnett/Berlin and at Leo Burnett/Frankfurt for a fantastic week in your country.

It would be remiss of me to conclude this letter without noting one of the most encouraging things about the
1Q13 GPC, which was the vast quantity of high quality design work we saw produced from across our global
network. We are fast approaching the day when the designers working so diligently in Leo Burnett offices can
claim their rightful place in the sun as world class talents worthy of the highest accolades the design world has
to offer. The work our designers are producing on a daily basis is a marvel to behold, and our global portfolio
reflects impeccable craft skills that will soon be the envy of top design studios across the planet. We are primed
for a coming out party, and I look forward to telling you more about Leo Burnett’s growing clout as a topflight,
future facing design shop. But in the meantime, take a look at the 1Q13 7+ design pieces, with contributions
from Leo Burnett designers in Toronto, Frankfurt, Zurich, Berlin, and Chicago. Their work speaks for itself.

Thank you all for all your hard work, and for the many long hours spent fighting the good fight. I look forward to
seeing the fruits of your labour in the coming months. Perhaps, if you’ve crossed all your t’s, dotted all your i’s,
and poured enough blood, sweat, and tears into the work, I might even see you on stage at Cannes. I hope so.

Kind regards,

Mark Tutssel
Chief Creative Officer
Leo Burnett Worldwide

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Contents
The 1Q13 Global Product Committee 5

Profile: Andreas Laeufer Subscribes to ‘Elitism for All’ 6

The Black Couch Series:
Jason Williams on LB/Melbourne’s BYO Cup Day & Seek Australia 7

A Hat-Trick! Leo Burnett Named Network of the Year 8

The 1Q13 8-Balls 9

The 1Q13 7+ Gallery 23

“I have always felt that perhaps the real key to this nebulous thing called “creativity” is
the art of establishing new and meaningful relationships between previously unrelated
things in a manner that is relevant, believable and in good taste, but which somehow
present the product in a fresh new light.
The reason we don’t find more of these new relationships, I believe, is that in this
insular world of advertising, there is simply too much inbreeding: not only writers who
simply work a variation of someone else’s idea, but who take the same ideas with
them from agency to agency…who never break out of the cocoon of sameness...
When we hire a new writer, we like to feel that he is primarily a good writer with new
worlds to conquer. We don’t hire him to get warmed-over versions of what he did at
the XYZ agency...”

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The 1Q13 Global Product Committee
Mark Andrea Andreas Beri
Tutssel Albrecht Laeufer Cheetham
Worldwide Germany Berlin Arc London

Martin Luciana Jim Peter
Spillmann Cani Carlton Bidenko
Zurich Lisbon Arc Chicago Dubai

Andreas Sergio Connie Jennifer
Pauli Spaccavento Lo Skidgel
Germany Milan Hong Kong Chicago

Giorgio Jason Pawel Paulo
Brenna Williams Heinze Dematteis
Milan / Melbourne Warsaw Milan
Western Europe

Jay Rosalie Susan Ricardo
Benjamin Geier Credle Robiglio
New York City Chicago Chicago Milan

Fuad
Ahmad
Bangkok

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Andreas Laeufer Subscribes to Elitism For All
Opening up an issue of Tank Magazine is an initiation into a realm of exquisite
beauty. First published in 1998, the magazine has become a standard bearer
for an aesthetic that celebrates timeless ideas, stunningly original imagery,
and unique, hitherto untold stories and narratives. Over time, the publication
has grown in stature to become a benchmark for the creative industry, to
the point that in 2002 the Daily Telegraph wondered whether Tank might be
“the hippest publication on the planet.” The magazine was originally founded
by Andreas Laeufer and Masoud Golsorkhi, who remains at the magazine’s
helm. Andreas Laeufer left the magazine after an extended run of success
and has since returned to his native Germany. Andreas relocated from the
UK to start an agency dedicated to the development, design and production
of communication strategies for the fashion industry. In 2009, he became
the Executive Creative Director of Leo Burnett - Laeufer in Berlin, where he
remains today, as one of the most celebrated and influential art directors
working in Leo Burnett Worldwide.

Since departing from the UK, Andreas has worked across a wide range of media channels, from custom
publishing to packaging and bottle design to film and stills production for brands such as Prada, Armani,
Swarovski, Levi’s, L’Oreal and Jean-Paul Gaultier, etc. Given his unique resume, filled with rich and varied
accomplishments as an art director, and his expertise on contemporary culture, Andreas is perfectly placed to
lead Leo Burnett in a design-crazed city like Berlin. We are lucky to have him as part of the Leo Burnett family.

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The Black Couch Series:
Jason Williams on BYO Cup Day & Seek
Leo Burnett Melbourne’s ECD Jason Williams was the 1Q13 participant
in the GPC’s quarterly Black Couch Series, the master class format in
which a celebrated GPC delegate dissects and breaks down the creative
process behind some of their notable work. Mark Tutssel interviewed
Jason and over the course of a half hour, they discussed some of the
groundbreaking campaigns that Leo Burnett Melbourne has produced
over the last few years. With a primary focus on the award-winning “BYO
Cup Day,” created for 7-Eleven in Australia, Mark and Jason discussed
how this simple activation became the most successful promotion in
the brand’s history. Jason also detailed the evolution of LB/Melbourne’s
8-ball integrated campaign for Seek Volunteer, “Volunteer to Promote
Volunteering,” for Australia’s largest job website. With a track record
of winning some of the industry’s most coveted awards, including the
Cannes Lions Grand Prix for Good in 2011, the future looks incredibly
bright for Jason Williams and Leo Burnett Melbourne.

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Leo Burnett named Network of the Year at
the Andy Award’s, Dubai Lynx, & AdFest
It’s been a heady week for Leo Burnett agencies across the world. At three major award shows across the
planet, Leo Burnett was named Network of the Year, a hat trick of wins that had Burnetters celebrating on
stage in London, Dubai, and Pattaya. As the Gunn Report points out on an annual basis, our company has
more agencies contributing to its global creative reputation than any of our competitors. This week we saw
that in action.

On March 14th at the 2013 Dubai Lynx Festival, Leo Burnett MENA was named ‘Network of the Year’ for the
second year in a row, on the strength of a tremendous body of work from Leo Burnett offices in Beirut, Dubai,
Cairo, Doha, Jeddah, & Jordan. Our creative prowess in the Middle East is second to none, and in total our
offices earned 2 Grand Prix, 1 Gold, 13 Silvers, and 12 Bronze awards at the Dubai Lynx.

This week at AdFest, Asia Pacific’s regional award show, the LB network enjoyed similar success. We won 44
awards (1 Grande Lotus in Press, 1 Effective Lotus, 1 Grande for Humanity, 4 Gold, 14 Silver, 23 Bronze), with
13 agencies contributing to the network’s performance. Leo Burnett offices from Bangkok, Sydney, Hong
Kong, Melbourne, Kuala Lumpur, Tokyo, Singapore, Mumbai, Jakarta, Colombo, Taipei, Beirut and Dubai all
contributed to the total. Winning AdFest’s ‘Network of the Year’ Award was the crowning achievement of a
very full week.

Lastly, at the 2013 International Andy Awards, Leo Burnett Worldwide was recognized for the outstanding
work we’ve produced over the last year, which won a remarkable 18 awards. Leo Burnett offices in Sao
Paulo, Bangkok, Hong Kong, London, Mumbai, and Milan won a total of 1 Grand Prix, 7 Golds, 9 Silvers, and
1 Bronze Andy, and Leo Burnett Worldwide was named ‘Network of the Year.’ The Andy’s are renowned for
being one of the toughest juries in the world to impress, and it’s no small feat to have earned the praise of a
formidable panel of industry luminaries.

Congratulations to all the offices who’ve helped our company kick off the 2013 award season by winning
awards at some of the most prestigious and highly regarded festivals in the world. These ‘Network of the Year’
awards are a vivid testament to the talent we have in our ranks across the planet. Keep up the great work!

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Procter & Gamble - Secret Gang Up For Good
Leo Burnett / Chicago
Category: Integrated

Secret wanted to combat the epidemic of bullying in schools by
encouraging teen girls to “gang up for good.” The brand asked
girls to paint their pinky nails blue to indicate “no bullying here,”
and promoted this ‘gang sign’ as a hashtag on twitter and social
media platforms. Secret also sponsored anti-bullying assemblies
in schools focused around a direct mail kit and an interactive film
called “Meanamorphosis.” The website meanstinks.com served
as an online hub where girls could showcase their ‘gang signs’
as well as find more ways to engage with the campaign. The blue
pinky ‘gang sign’ quickly became a cultural symbol for teens, who
embraced this latest work for the ongoing ‘Mean Stinks’ campaign.

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Procter & Gamble - Secret Gang Up For Good - Mobile
Category: Interactive

Secret’s “Gang Up For Good” campaign is constructed on the powerful insight that in today’s world, bullying is not done with fists, but
with fingers and thumbs; teenagers bully their peers using mobile phones and social media. Since mobile phones are so central to the
issue, it was imperative that Secret’s anti-bullying program communicated to teens through their devices. The campaign started when
Secret asked teen girls to paint their pinky nails blue as a “gang up for good” sign, and the brand then asked them to upload pictures
of their nails to the web using Facebook, Twitter, and Instagram. The brand then aggregated all the “#gangupforgood” content to
www.meanstinks.com, and the site became a place where girls could see a vibrant and supportive community that showed them they
weren’t alone. The site also offered teens downloads, challenges, and advice, tips, and encouragement on how to deal with bullies,
which girls could read on the privacy of their own mobile phones. Secret became a valuable ally to teenage girls, providing them with
tools to stand up to bullies, and showing them that they had a gang of supportive friends with them who all know that “mean stinks.”

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Vivienne Westwood On Women’s Side
Leo Burnett / Milan
Category: Ambient

In Italy, 120 women are killed each year in domestic violence attacks. To
raise awareness of this disturbing fact, and to counter the taboo against
publicly discussing violence against women, acclaimed fashion designer
Vivienne Westwood launched a provocative ambient execution that
captured the attention of all of Italy. The noted designer put bruised and
battered mannequins into her storefront window in the middle of Milan’s
fashion district, along with signage that encouraged people to call a
helpline if they are victims or know of anyone suffering from domestic
violence. This shocking shop window generated enormous amounts of
press around the country, and got all of Italy talking about a subject that
far too often gets swept under the carpet.

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Melicena Ice Cream Ice Cream Unplugged
Leo Burnett / Berlin / Frankfurt

In a marketplace crowded with countless ice cream and gelato
brands, how can you get a new brand of Italian ice cream to stand
out? LB/Germany devised a brilliant strategy to raise the profile of
Melicena ice cream; they constructed a Melicena family tree, with
each member of the quirky animated family having a singular influence
on the style and flavors of ice cream produced by the company. In an
elegant and memorable case study, the grandmother, matriarch Erica
Melicena, describes the various members of her family, and notes that
you can get to know each of them through the brand’s packaging,
POS pieces, social media, and assorted collateral. The distinct visual
character of Melicena has already increased the market share for
Melicena products, and the family is well on its way to becoming an
institution. After all, how can you argue with an Italian grandmother?

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The Village Voice
New York Writes Itself - 8 Million Protagonists
Leo Burnett / New York City
Category: Branded Content

The Village Voice wants to be regarded as the definitive place
for people to find the uncensored voice of New York City. To that
end, Leo Burnett/NYC developed “New York Writes Itself,” an
activation platform that encourages New Yorkers to document
their crazy day-to-day reality by submitting their stories online.
The material culled from the website has already been used as
the basis for an art show and a comedy series, and has provided
the Village Voice with a continual stream of memorable editorial
content published within the actual paper. This latest endeavor
sees the team behind New York Writes Itself weaving together
user-generated stories to create the world’s first crowd-sourced
play. 8 Million Protagonists is an Off-Broadway play that was
entirely “written by the streets of New York.” Each scene was
scripted from vignettes submitted to the NYWI website, and
seen in totality, the collected scenes showcase an authentic
cross section of New York stories in a completely unprecedented
way. This unique play generated great publicity for the Village
Voice, and was hugely popular amongst New Yorkers as well. As
they say, the truth is often far stranger than fiction.
New York Writes Itself. You Can’t Make This Shit Up.

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Leo Burnett Lisbon Meet Ronnie
Leo Burnett / Lisboa
Category: Film

Any visitor to LB/Lisbon in the last decade was
invariably greeted at the front door by Ronnie,
the office’s omnipresent attendant, who was
often people’s first impression of Leo Burnett.
When the agency relocated to a new building,
Ronnie’s tenure with the company came to an
end, but not before he starred in this video that
highlights Ronnie as a HumanKind icon with a
lot to say and insightful truths to offer anyone
willing to listen. This self-promotional piece is a
fantastic example of our agency celebrating the
fact that we are only as good as our people.

Allstate Insurance
Mayhem Superbowl Blackout
Category: Interactive (Facebook)

In the middle of the 2013 Superbowl broadcast,
a random power outage at the host stadium
caused a 35 minute delay in the game, causing
a blackout during the most watched event of the
year. As crews frantically tried to get the lights
back on, quick thinking writers at LB/Chicago
posted the comment at the left on the Facebook
page of Allstate’s infamous ‘Mayhem’ character,
a renowned troublemaker and the focus of the
country’s most popular insurance campaign. This
topical piece is a brilliant example of an ALWAYS
ON approach to modern day communication. In
an instant reaction to unforseen events, Allstate
reached out to people in real time, and generated
a hugely popular reaction online. This ALWAYS
ON approach, where brands are creating con-
tent 24 hours a day, 7 days a week, is a key to
modern communication. Allstate got a branded
message across to the whole country during the
Superbowl for free as events transpired.

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James Ready Beer
James Ready Cover Photo Swap
Leo Burnett / Toronto
Category: Interactive (Facebook)

This campaign for James Ready Beer has
been widely praised throughout the industry
as one of the best examples of Facebook-
driven marketing efforts. To raise the profile of
James Ready on social media, the brand en-
gaged with its devoted fans and asked them
if they’d like to swap out their Facebook cover
photos with James Ready’s for a day. This
simple device proved to be hugely popular
with JR’s fanbase, who jumped on the oppor-
tunity to increase their social media profile.
Over three weeks, the JR Cover Photo Swap
resulted in 6 million people visiting JR’s Face-
book profile, page shares increasing by 352%,
a 400% spike in content ‘likes’ along with a
37% increase in new fans. The program was
so popular that after 3 weeks JR chose to
continue with it, increasing its reach as new
people engaged with the brand daily. This
campaign has been featured in Contagious
Magazine, and is widely held up as an example
of how brands ought to utilize Facebook.

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Don’t Drive Drunk Foundation
Beer Suicide / Whiskey Suicide / Vodka Suicide / Wine Suicide
Leo Burnett / Bangkok
Category: Print

‘Don’t Drive Drunk Foundation.’

These beautifully crafted posters feature people drinking alcohol as a tiny car simultaneously bursts out of the back of their head like
a bullet, dramatizing how dangerous and potentially suicidal it is to drink and then drive. Each execution was targeted to a different
kind of drinking establishment, so that beer bars, wine bars, and whiskey bars each has a distinct, visually arresting poster hanging up
warning people about the perils of drinking and driving.

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Makita Tools Skyscrapers
Leo Burnett / Frankfurt
Category: Print (Poster) / Design (Calendar)

‘It all starts with the right tools. Makita.’
This impeccably crafted poster campaign promotes Makita tools using iconic skyscrapers that
are presented as drill bits. A beautifully designed 2013 calendar was also created.

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Procter & Gamble - Crest Whitestrips
Advent Calendar
Leo Burnett / Berlin
Category: Design (Calendar)

An advent calendar is a traditional seasonal calendar used to count the
days until Christmas, with each day represented by an individual box
that opens to reveal something special within it to mark the day. To
dramatize the effective and easy to use Crest Whitestrips 24-day teeth
whitening program, Leo Burnett Berlin created this Whitestrips advent
calendar, with a set of Whitestrips behind each door. Behind the door
for the 24th day, a mirror allows people to see their new, whiter smile,
just in time for Christmas. This beautifully designed piece clearly
conveys how Crest Whitestrips work, in an insightful way that makes
people want to engage with the product.

Emmentaler Cheese
National Day Emmentaler
Leo Burnett / Zurich
Category: Design (Packaging)

To position Emmentaler cheese as the
pride of Switzerland, a special “National
Day Emmentaler” wheel was produced
to commemorate Switzerland’s National
Day. This “National Day Emmentaler”
had a unique patriotic address to
the country written on the wheel by
Polo Hofer, the country’s best known
singer, and the cheese’s packaging
also contained a festive paper lantern
to celebrate the occasion. This special
wheel of cheese sold out quickly, and
helped the brand position itself as the
definitive cheese of Switzerland.

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Mobinil Always Together
Leo Burnett / Cairo
Category: Film (Cinema)

This briliant music video won the Grand Prix for Branded Content
and Entertainment at the 2013 Dubai Lynx Festival. Egypt is
in the midst of a historic political transformation, with different
groups pulling the country in many directions. Mobinil created
this film to showcase a broad swath of Egyptian society, with the
intention of capturing the pride and emotional connection all of
Egypt’s people feel towards their heritage and culture. This song
and film elegantly weave together a multitude of musical styles from
different ethnic groups, to create an epic song about unity that
honors many diverse strands of the Egyptian character. The song
became a chart-topping success in Egypt, and the film quickly
went viral. This kind of populism exemplifies what a HumanKind
agency strives to create. LB/Cairo should be praised for crafting
a nuanced piece of pure beauty in the midst of political upheaval.

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Indie Lisboa – 7th International
Independent Film Festival Noooooo
Leo Burnett / Lisbon
Category: Film

A beautiful woman is seen screaming ‘Noooo’ in a variety of
scenes, with varying degrees of believability. She appears in
front of a burning house, until the film abruptly cuts to a train
platform, then a car exploding, before the woman suddenly
finding herself falling off a cliffside. This hilarious spot spotlights
a series of cliches found in Hollywood movies, and ends with
an eppeal to seek out films that don’t rely on green screens
and special effects to tell compelling stories. Executed with a
perfect sense of comedic timing, this funny and effective spot
encourages you to find something better to enterain you.
‘Hollywood is running out of ideas. Come see something new.
Indie Lisboa ‘13. 10th International Independent Film Festival.’

McDonald’s Dave
Leo Burnett / London
Category: Film

LB/London continues to weave McDonald’s into the fabric of UK
life using insightful storytelling to connect with people viscerally.
This beautifully crafted spot tells the story of a teenage boy who
suddenly finds himself sharing his home with his mother’s boyfriend
Dave, seemingly a nice guy but whose presence feels intrusive to
the young man. The two struggle to share space and develop a
relationship, until an unplanned visit to McDonald’s helps them to
ease the tension and come to terms with each other.
‘We all have McDonald’s in common. McDonald’s. I’m Lovin’ it.’

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Seek - Seek Volunteer
Volunteer To Promote Volunteering
Leo Burnett / Melbourne

Seek Volunteer is a website that exists to find volunteers to
meet the needs of charities and organizations in Australia, who
need over 700,000 volunteers annually to help them achieve
their goals. However, every year charities struggle to find
enough volunteers to help. To meet this demand, Leo Burnett
Melbourne launched a groundbreaking campaign that asked
people, media corporations, and organizations to “volunteer to
promote volunteering.” This call to action, requesting people
to spread the word, was written, filmed, voiced, recorded, and
printed, so that it could be adapted to any space and any media
channel. The message began to appear in spaces all over the
country, and soon became omnipresent all over Australia.
Businesses, charities, and media companies all volunteered
their spaces, and a digital kit was created to let people volunteer
their webpages, facebook profiles, and tweets to help the
cause. The campaign generated a 557% increase in actual
volunteers who stepped forward to help fill needed roles for
Australian charities. The results of this have been so positive
that the campaign has become an ongoing initiative, as Australia
will always need volunteers.
‘Australia needs you to volunteer too.
seekvolunteer.com.au’

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Fiat Chrysler - Dodge Are You Dodge?
Leo Burnett / Milan
Category: Film

This beautifully shot film juxtaposes the daring, adventurous spirit of Dodge with people who clearly don’t have the right character for the
brand. ‘This is dodge. This is not dodge.’ Funny footage, a pumping track, and gorgeous cinematography ultimately lead to the question:
‘Dodge. Are you?’

Fiat Chrysler - Fiat Range
Humans - Pregnancy
Leo Burnett / Milan
Category: Film

Elegant, tasteful shots of women in various
stages of pregnancy help tell this story of how
the Fiat Range was developed to accommo-
date multiple people, with 5 seats and 1500
configurations. This campaign utilizes a bril-
liant tagline that has room to grow and evolve:
‘Inspired by the best machines ever. Humans.’
Fiat. Simply more.’

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Fiat Chrysler - Fiat Range Humans - Breath
Leo Burnett / Milan
Category: Film

The film features a beautiful montage showcasing the human breath
in action, as a voiceover meditates on how humans efficiently
transform oxygen to carbon dioxide as they live, love, and play. The
narrative then neatly segues into footage of the Fiat Range, a vehicle
equipped with Twin Air Engines that cut down on the car’s carbon
dioxide emissions by 30%. This campaign is constructed around a
brilliant insight, expressed concisely at the end of each spot:
‘Inspired by the best machines ever. Humans.’

Fiat Chrysler - Fiat Range Humans - Smile
Leo Burnett / Milan
Category: Film

This commercial for Fiat Range touches on the quirky science of human
mirror neorons, which compel us to respond in kind when we encounter
certain actions. Our mirror neurons are one of the reasons why yawns,
smiles, and sneezes can sometimes be contagious; our brains compel
us to engage in imitation. So if humans have this innate need to smile
when smiled at, the voiceover muses, why not make cars that smile?
‘100% pure Italian design.
Inspired by the best machines ever. Humans.

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Kellogg’s - Special K Defined By A Number
Category: Film

As part of Special K’s ongoing “What will you gain when you lose” campaign, this film
documents how from the moment we’re born, we are defined by numbers. Numbers
shape our lives and help determine our self-image, coloring how we perceive ourselves.
Special K wants to change the conversation around weight loss, so instead of focusing
on arbitrary numbers, the brand asks women to consider what qualities they hope to
gain when they achieve their weight loss goals? What words do they want do embody
and manifest? This approach opens up a far more inspiring dialogue around weight loss,
and successfully positions Special K as an ally for women in their desire to live inspired
lives shaped by words like ‘pride,’ ‘strength,’ and ‘confidence.’
‘Special K. What will you gain when you lose?’

7-Eleven Good Call
Category: Film

This perfectly executed commercial dramatizes the countless
ways that 7-Eleven fits into people’s lives. Using a visualization of
needed items pictured over people’s heads, viewers see a litany of
reasons why a quick trip to 7-Eleven is always a ‘good call.’

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Co-Operative – Foods Lights / Toilet Roll / Cat / Emergency / Shed
Leo Burnett / London
Category: Film

The Co-Operative is a UK chain of small shops that provides local convenience with a focus on ethical trading. The elegant ine “here
for you for life” perfectly encompasses the wide range of services provided to people by the Co-op, from selling food at good prices to
offering affordable funereal services. This collection of short, 15 second spots highlights the role the brand plays in people’s lives, and
showcases all the little holiday items you can pick up at the Co-operative to make your seasonal shopping a little bit less stressful. From
last minute emergency gifts to great deals on beer, the Co-operative offers convenience and great deals to everyone in the UK.
‘The co-operative food. Here for you for life.’

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Chocolat Frey Popular Everywhere - Mexico / Popular Everywhere - Finland
Category: Film

In Switzerland, the best selling chocolate brand is Frey, a brand exclusively available for puchase in supermarket chains. While other
brands are more famous abroad, the Swiss themselves buy Frey in copious quantities, a well-kept secret that is just now becoming
known to people in places like Mexico and Finland. These humorous TV spots, which have been brilliantly cast and directed, make
great use of the brand’s unique position as an unheralded local icon that is just beginning to be recognized by foreigners.
‘More and more people abroad are discovering Switzerland’s most popular chocolate.
Frey. The favorite chocolate in the land of chocolate.’

Comcast - Xfinity Slow Death
Arc / Chicago
Category: Promo & Activation (In-Store Film)

To dramatize how slow internet speeds can completely ruin
your gaming experience, Arc / Chicago developed this im-
pactful piece of in-store film for retailers selling Xfinity prod-
ucts. A greenish brute from the gaming world materializes
on screen, awaiting fierce combat, but he ends up dawdling
as he waits impatiently for his human counterpart to appear.
‘Slow DSL speeds killing your game?
Upgrade to Xtreme 50, here today.
Xfinity. The future of awesome.

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Leo Burnett Chicago - Chicago Ideas Week #WhatIfChicago

To promote Chicago Ideas Week, a new regional start-up ideas conference, Leo Burnett Chicago decided to address one of the city’s
most troubling issues: gun violence. The agency created the twitter hashtag ‘#WhatIfChicago’ to solicit ideas from the public about
how to cure Chicago’s epidemic levels of gun violence. Outdoor and ambient executions helped drive attention to the issue, and
raised public awareness about the wide ranging conversation that was happening both online and in public forums. This campaign
helped publicize the Chicago Ideas Week conference and spurred widespread discussion on how to address this ongoing problem.

Allstate Insurance Forbidden Fruit
Category: Film (Viral)

This viral film puts Allstate’s iconic “Mayhem” character into a
historical context, showing him wreaking havoc from the Garden
of Eden to the Siege of Troy and the Great Chicago Fire. The
film ultimately implicates him in this year’s chaotic NFL referee
lockout. The film ends with a voiceover noting that Mayhem “has
been, and always will be everywhere.” Allstate.

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Axa Insurance Run Together
Leo Burnett / Madrid
Category: Promo & Activation

For the first time this year, Axa Insurance sponsored an annual benefits
5k/10k race in Madrid that raises funds for victims of traffic accidents. The
client wanted Leo Burnett to create a campaign that would sell 10,000
race registrations, but Leo Burnett did better, and created an opportunity
for people all over the world to join in and run the race virtually. Because
traffic accidents are a universal problem, the agency crafted an integrated
campaign called “Corremos Juntos (Run Together)”, which enabled interested
people to register and run the race wherever they were. The agency found
three people far from Madrid who had strong reasons to want to run in the
race, and they provided these people with a smart phone and a dedicated
app that let them run the race virtually. The agency then filmed the stories
of these three runners, and posted their profiles on a dedicated website
that became a hub for the campaign. The app and the films received a lot
of publicity, and soon race registrations exceeded all goals. The annual run
took place on November 25th, with a record number of runners, thanks to
the Run Together campaign produced by Leo Burnett.

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Procter & Gamble - Secret
Mean Stinks
Category: Design (Direct Mail)

As part of Secret’s ongoing campaign against
teen bullying, Leo Burnett Chicago built the
“Mean Stinks Anti-Bullying Kit”, a direct mail
box that gave school guidance counselors
and principals a set of tools they could use
to conduct anti-bullying assemblies with their
students. The box contained a copy of the
15-minute film “Meanamorphosis,” along
with accompanying scratch-and-sniff cards,
as well as an anti-bullying discussion guide
for counselors, and assorted collateral like
posters, blue nail polish (for girls to paint their
pinky nails blue), locker magnets, and Secret
deodorant. This beautifully crafted box is
everything a professional educator needs to
entertain teenagers while communicating a
clear and potent anti-bullying message about
how “Mean Stinks.”

Procter & Gamble - Clearblue Easy Digital Pregnancy Test Spelling 2
Lapiz / Chicago
Category: Radio

Anncr(VO): He took off your T-O-P. You followed by taking off his P-A-N-T-S. He took you to his B-E-D, where things started to get
H-O-T. He got a C-O-N-D-O-M but he put it on completely W-R-O-N-G. After all, it was dark and you were both D-R-U-N-K. You
had S-E-X, and before you knew it, it was already too L-A-T-E.
It spells it out when you can’t.
Clear Blue Easy Digital Pregnancy Test. No symbols. No Lines. Just clearly written words.

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McDonald’s A Day Offline
Leo Burnett / Dubai

McDonald’s has always been a family-oriented restaurant focused on providing
simple, easy meals that both parents and kids can enjoy. In a city where people
are constantly tied to their mobiles and digital devices, Leo Burnett wanted to help
McDonald’s revitalize the family bond, by asking people to relinquish their technol-
ogy for a single day to reconnect with their families. The brand asked parents to
participate in “A Day Offline,” a day without mobiles, e-mails, or TVs. Through an
online campaign, the brand created a dialogue with bloggers and parents, where
they solicited ideas for activities that could happen on “A Day Offline”, while also
raising awareness of the challenges and problems present in families who never
take the time to unplug. Through posters, TV spots, and in-store collateral, the
brand positioned “A Day Offline” as a celebration of the family bond, and built
widespread momentum and public interest in the weeks leading up to September
28th. The actual “Day Offline” was a huge success, with many participants, and
the brand hosted fun and memorable family activities at McDonald’s restaurants
and in malls. The event generated press and publicity for McDonald’s, and helped
position the restaurant as an advocate and champion for both parents and kids.
McDonald’s. Family time forever.

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McDonald’s Free Book Day
Leo Burnett / Chicago & Arc / Chicago

There are 50.7 million children under 11 years of age in the USA. 31 million of these kids have never owned a children’s book. To help
foster literacy in the United States, McDonald’s worked with Leo Burnett and Arc to provide free children’s books to kids at local Mc-
Donald’s restaurants in Chicago. On December 8th in Chicago, McDonald’s hosted “Free Book Day,” where they gave away hundreds
of books in just a few hours. The brand’s “Happy Tales” are a series of 8 original books, beautifully crafted and designed, and based
on characters and stories from past McDonald’s commercials. This fantastic initiative will likely expand to reach more kids soon, and
the campaign is a striking example of a great HumanKind act from a world class brand seeking to address a serious social problem.

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Earls Restaurant Albino Rhino Micro-brew
Category: Design (Poster)

Leo Burnett Toronto is the number one design company in Canada, as
evidenced by this outstanding collection of design work.
Albino Rhino is the exclusive micro-brew of Earls Restaurant. These in-
store posters were designed to stand out as much as the beer itself. A
set of carefully arranged triangles give the sense of rising bubbles, taking
shape as a pint of Albino Rhuno. The legend below describes what goes
into each pour - Good, Craft. Beer. Simple as that.
‘Albino Rhino.’

Earls Restaurant Soul Sampler
Category: Design (Invitation)

To announce their grand opening, Earls Kitchen + Bar wanted key influencers to get submersed in the true Earls experience: fresh
food, exclusive drinks and genuinely friendly staff. 200 personally signed invitations were created and hand delivered by Earls staff
and management. Each invitation served as a sampler, containing Earls’ freshly made San Marzano sauce, fig jam, breadsticks, and
a bottle of their exclusive microbrew.

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Earls Restaurant From Day To Night
Category: Design

Day and night have two different attitudes. The day makes us want to bask in the sun and chill. The night makes us fearless and
nocturnal. For this year’s Summer Party, Earls Kitchen + Bar brought these two worlds together in the form of an open invtiation - to
eat, drink and play under the open sky. In-store posters, coasters, staff pins, and assorted collateral helped emphasize the differences
between day and night, and made the Summer Party an event to remember. This impeccably crafted work is a fantastic example of
the attention to detail that characterizes the best design work produced by one of Leo Burnett’s top design teams.

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Earls Restaurant Lobster Event
Category: Design

Earls Restaurant throws a lobster party every year. The biggest barrier is that lobster is an intimidating meal: you need to know how to
dismantle it before eating. So we set out to show that not only is it easy to enjoy a lobster, but getting hands-on with your dinner is the
fun part. This promotional campaign led to a successful event that doubled lobster sales from past years.

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Coca-Cola - Coke Studio
Reflection of Music - ‘Usha Uthup’
Leo Burnett / Mumbai
Category: Print

This interactive print ad promoting the new
season of India’s hit show Coke Studio
features a unique device. If you place a Coke
can on the indicated spot on the print ad, an
electronic circuit completes, triggering the ad
to start playing a piece of Usha Uthup’s music,
one of Coke Studio’s featured artists. The can
also reflects all of the instruments carefully
laid out on the page, and the reflection of the
art forms an image of Usha Uthup’s face on
the can. This highly innovative and beautifully
crafted piece highlights the unique sounds and
artists showcased on the hugely popular Coke
Studio show.

Seek - Seek Volunteer
Volunteer to Promote Volunteering -
Postage Stamp
Category: Promo & Activation (Media)

As part of the brilliant campaign Leo Burnett
Melbourne devised for Seek Volunteer, to raise
awareness of the need to find volunteers for
Australian charities, the agency managed to get
the “Volunteer to promote volunteering” message
placed on an official Australian postage stamp.
To have a postage stamp be a media channel
for a marketing message is a testament to the
power of your work and the strength of your
creative platform. This piece helped contribute
to the incredible results and record number of
volunteers generated by the Seek Volunteer
integrated campaign.
‘Australia needs you to volunteer too.
seekvolunteer.com.au’

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Chicago Shakespeare Theater
Will & George Come to Life
Arc / Chicago

To boost flagging ticket sales at the local Shakespeare
Theater, Arc / Chicago created a masterful promotional
campaign that resulted in an extended run for a play that
had previously struggled to attract audiences. Playing at
the Shakespeare Theater was a play called “Sunday In the
Park with George,” a story based around the iconic George
Seurat painting “A Sunday Afternoon on the Island of La
Grande Jatte.” The original painting happened to be part
of the permanent collection of the Art institute of Chicago,
just a short walk from the theater. As a means to publicize
the play, an altered version of Seurat’s famous painting was
placed outside the Art Institute, with many of the notable
characters from the painting conspicuously absent. The fake
painting generated a lot of attention from a curious public,
which culminated in a staged event where the actors from
Sunday In the Park with George appeared at the Art Institute
in full costume, making the painting “come to life.” The stunt
generated international publicity. The fake painting soon
became famous as well, as the public was invited to pose
for souvenir pictures with it, essentially giving people an
opportunity to become one of the characters within Seurat’s
masterpiece. Ultimately, the fake painting was sold and the
proceeds donated to arts programs for local schools. With
an enormous amount publicity driving renewed interest in the
play, the Chicago Shakespeare Theater saw a record number
of first time guests as a results of the campaign.

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Fuze Reps
Fuze Goes (BANG!)
Category: Design

Fuze Reps is a Toronto-based
boutique agency representing
top photographers as well as
CGI digital and motion artists. To
counter the perception that Fuze
was a traditional, conservative
agency, the agency worked with
Leo Burnett Toronto to host a
gallery show that defied expec-
tations. Fuze goes (Bang!) was
a visceral, vibrant experience
that targeted multiple senses.
The event was advertised with a
poster featured the word BANG
spelled out in raw steel pipes,
dispensing Pogos, Pop Rocks
& Champagne! The event was
a huge success, and the poster
to the right is a marvel of design
and utility.

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Leo Burnett Toronto - Self Promotional Cook Without The Book
Category: Design

This beautifully crafted direct mail piece served as a self-promotional item from Leo Burnett Toronto. Recipients opened a box designed
to mimic a book, and found within a well-tailored apron with cooking essentials printed directly onto the fabric. The apron serves as a
handy reference for cooking times, meat cuts, and measurement and temperature conversions, and all the information is printed upside
down so that the chef can reference it while wearing it. No cook book needed. This useful apron arrived with the following message:
‘Dedicated to the experimentalists, the traditionalists, the aspiring chef in us all. Be creative and throw away the recipe book. We’ve got
you covered with the basics. Enjoy.’

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Chrysler - Jeep Legendary Accessories Collection Full Line
Leo Burnett / Madrid

To emphasize the adventurous quality of the Jeep brand, Leo Burnett/Madrid created the Jeep Legendary Accessories Collection.
These high-end personal accessories were available for sale at Jeep dealerships, and also served as giveaways for people who
bought luxury Jeep models. The accessories simultaneously functioned as premium direct mail pieces, and were sent directly to
opinion leaders as an enticement to spread Jeep’s brand ethos. What kind of personal accessories does a Jeep owner need? The
beautifully crafted necktie pictured above doubles as a tow cable that can haul up to 5 tons of weight. The cuff links in this collection
can be used to start fires, and the dress socks can hold up to 6 liters of fuel, if the need arises. These impeccably designed personal
accessories target people who have a passion for adventure, and who might find themselves at home behind the wheel of a Jeep.

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TVO Smart Kids Now. Smart Adults Later.
Category: Design (Illustration)

‘Help TVO teach kids basics like math and science,
so that they can be whatever they want.
Donate now at TVOSmartKids.Org.’

TVO is a public broadcaster of educational television.
To raise funding, LB/Toronto created an illustrated
campaign featuring dozens of unique characters, each
with a different profession, to show kids and parents
just how endless the possibilities are when you have
the right educational fundamentals.
‘TVO. Smart kids now. Smart adults later.’

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Rooster Rooster Calendar
Category: Design (Calendar)

LB/Toronto designed this calendar for Rooster, a post production house, who sent this out to their clients with the following message:
‘A new year is here. It’s time for a fresh calendar. You could hang one with 12 months of kittens or landscapes or inspirational quotes
from dead people. Or, you could hang one with 12 months of big cocks. Why roosters? Well, we’re called Rooster Post. But also, every
once in a while, we in this crazy business need a reminder to not take our stress and frustration out on co-workers. A reminder to not
be cocks around the office. So here it is, a monthly reminder to be kind in 2013. And, to kick off the kindness, this past holiday we
donated money to a local charity on behalf of all of you. Rooster Post Production.’

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Leo Burnett Berlin
1Q13 Berlin GPC Welcome Pack
Leo Burnett / Berlin
Category: Design

Every Leo Burnett office that hosts a GPC
meeting assembles a welcome pack for the
GPC delegates from around the world. The
pack introduces the visitors to their host
country and offers a few notable insights into
the city they’re visiting. The 1Q13 gift pack
contained sublime chocolates, a brilliant
Berlin Design Guide, a Berlin Notebook, and
a one-of-a-kind concrete USB stick from
local design shop KIX Berlin, containing a
sampling of the city’s legendary music scene
courtesy of CanDJane, one of LB/Berlin’s
resident audiophiles. This brilliantly designed
gift pack reflects the refined design aesthetic
of one of the world’s most creative cities.

Emmentaler Cheese National Day Emmentaler

To commemorate Switzerland’s National Day, Emmentaler
released a limited-edition wheel of iconic Swiss Emmentaler
cheese, packaged in a beautifully designed National Day case
that featured a patriotic address penned by Switzerland’s most
famous singer. This hugely popular promotion led to the National
Day Emmentaler selling out in just a few weeks.

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Fiat Chrysler - Fiat 500L
Coffee
Leo Burnett / Milan
Category: Print

‘Drink and Drive.’
New Fiat 500L. The only car with a coffee
machine inside.
Fiat.

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Fiat Poland - Freemont
Snow
Leo Burnett / Warsaw
Category: Print

‘Freemont. The Earthliner.’
‘Fiat.’

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BMW Italy – BMW XDrive Chestnut / Flowers / Jodel / Wooden Sculptures
Leo Burnett / Milan
Category: Print

This print campaign from Milan features beautifully crafted images promoting odd events in far off destinations. If you’re interested
in seeing a chestnut throwing contest, an alpine flower exhibit, a jodeling competition, or an exhibit of wooden sculptures, BMW
can get you there.
‘Whatever the destination, the weather won’t stop you. BMW XDrive. The intelligent, all-wheel drive system.’

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Procter & Gamble - Tide Garage / Ink
Leo Burnett / Mumbai
Category: Print

‘Whites Like Nothing Happened. Tide.’

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