Pencil Shavings: 1Q12 GPC, Tokyo

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 12

pencil shavings
A Letter from Mark
Dear Friends,

There’s no place on earth like Tokyo. Japan offers everyone who visits it a fascinating glimpse into the future,
and I was delighted to spend a week in February with the 1Q12 GPC taking a good look around at one of the
most vibrant and creative cities on the planet. Although the Japanese hold a deep reverence for the past,
there is an appetite to embrace the future that’s evident all around you in the relationship people have with
technology. Tokyo is at the leading edge of innovation, and there is a culture of connectivity in Japan that is
changing everything about the way humans interact and behave. The city and its people provided the GPC
with a constant source of inspiration as we discussed and debated the ways a HumanKind communications
company should operate in the 21st century. Japan has a lot to teach us, and we should all be taking notes.

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Recovery & Rebirth
It’s been just over a year since the 311 Earthquake and Tsunami
struck Japan with such devastating force, and it’s inspiring to see
how the country has come together to rebuild and move forward.
Although the long term consequences of the event still loom large
over the country’s psyche, there’s a sense that the earthquake
catalyzed a new way of thinking. In the aftermath, creative ideas
and solutions flourished, to address unforseen problems that
could only be handled with out-of-the-box thinking. This capacity
to endure and adapt with quiet determination epitomizes Japan,
and as the GPC reviewed the creative output of the country over
the last year, it was astonishing to all of us to see how people have
persevered in the face of adversity. Even amidst tragedy, creativity
lights the way forward. Japan’s people recognize that innovation,
new ideas, and new technology are the means to recovery. It’s just
a matter of time before we’re all blown away once again by some
amazing new way the Japanese have utilized technology. It’s promising that now, more than ever before,
people are trying to find ways to make Japan’s technological prowess serve a human purpose.

Over the course of our week in Japan, the GPC delegates marveled at everything around them. So much of
what’s cool and interesting about Tokyo is the evolved design aesthetic that infuses everything from huge
buildings to the smallest trinkets. There is a deep reverence for craftsmanship that you can’t help but appreciate
when you hold something in your hands that’s been labored over for countless hours. Nothing is too small
or inconsequential to get this treatment: everything has been deliberately crafted to within an inch of its life.
This kind of fanatical attention to detail is hugely inspiring, and it also serves to throw the gauntlet down for
anyone working in a creative field. If the Japanese can pour blood, sweat, and tears into every little toy and
gadget, we need to ensure that we’re doing the same for everything that we produce. In our business, the one
thing we have absolute control over is craft. We are responsible for the quality of what we produce, and there
is absolutely no excuse for creating work that is not beautiful. Everything we do should reflect the same level
of dedication that characterizes so much of the work from Japan. We must recommit to this kind of passion
for craft, for what Leo himself called “good creative masonry.” I urge all of you to take a look at the 7+ work
from Beacon Tokyo. It exemplifies the passion of an agency that treats design like a labor of love, a labor
that’s well worth losing sleep over.

Speaking of Beacon Tokyo, I’d like to thank Nicolas Menat, Jon King, Masato Mitsudera, Atusko Kubota,
Satomi Makino, and everyone at the agency for being such amazing hosts to the GPC delegates, and for
generously giving us a window into the world of Japanese creativity. We saw amazing work during the day,
and our nights were filled with great meals, good company, and the occasional costumed karaoke session.
Beacon is an agency that’s working on the cutting edge of technology, and yet the entire agency is focused
on how technology can work with human insights to cater to human behavior. They never lose sight of the
goal, which is to create compelling communication that entertains, captivates, and enriches people’s lives.

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During the closing comments of our meeting, Fernando Bellotti, Latin America’s Regional Creative Director,
said something that’s well worth repeating. He said, “the only place where money comes before work is in
the dictionary. The GPC is about the work.” I completely agree. It is an enormous privilege to be able to sit in
a room and review all the work we do, and to try and improve it through an open and honest discourse. The
GPC is not simply a means to randomly affix a number score to our work: it is the connective tissue of our
network, and the tool that makes Leo Burnett Worldwide a cohesive family. We are not just a bunch of shops
that happen to share the same name; we are a family that is invested in each other’s success. The GPC is
entrusted to make the work better, through peer review, and a sense of camraderie is what defines it. It is
not about money or pride or competition. It’s about lifting everyone up, affirming the things we do right, and
offering honest and helpful criticism on how we can refine our work to meet the incredibly high standards our
founder laid down many decades ago. He said that anything that bears the Leo Burnett name should strive
to be the “best in the world, bar none.” The GPC is a tool to help us get there.

Susan Credle, the CCO of LB/Chicago said it best at the end of the week: “if we could have an agency that
had the heart of Mumbai, the design skills of Toronto, the writing of Australia, the platform thinking of South
America, and the technology of Tokyo, we’d have an amazing agency, and the reality is that we already do.
It’s pretty cool that we can bring all these strengths to the table and share them, and everybody’s work gets
better. This truly is a network that wants to help each other.”

We really do have an amazing agency, and I left Tokyo buoyed by the ideas I saw. It was an inspiring week,
with great work across the board from major brands like Coca-Cola, Norton, McDonald’s, P&G, Diageo,
7-Eleven, Allstate, Sony, Canon, and Heineken. We also spent two days reviewing the work of Philip Morris
International, which yielded a stunning 14 8-Balls and 60 7+s for the PMI team, a testament to the brilliant
talent we have working on PMI worldwide. Overall, I came away impressed with the quality of work we’re doing,
and I was proud to see that every region produced a world class idea worthy of an 8-ball. We are primed for
success this year across the board.

Please take a look at this quarter’s 7+ work. It’s important that we’re all on the same page. If we step forward in
sync, celebrating what we do, we’ll continue to create communication that people love, that has human value, that
drives business, and that inspires both the people who engage with it and the people who produce it.

I want to congratulate the network on a great quarter. Asia Pacific
in particular performed very strongly, and the future looks bright
as Jarek Ziebinski is helping drive growth across the region. 2012
promises to be a great year for all of us. Keep up the good work!

Arigato, & Kind regards,

Mark Tutssel
Chief Creative Officer
Leo Burnett Worldwide

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HumanKind
doesn’t demand GPC 1Q 12

people’s attention,
it respects it and rewards it.


Contents
The 1Q12 Global Product Committee 6

Profile: Jon King & Masato Mitsudera
Beacon Tokyo’s Creative Leadership 7

Profile: Andy Dilallo
Leo Burnett Sydney’s Subversive Savant 8

Proud Moments in Pattaya: AdFest 2012
Leo Burnett Asia Pacific @ AdFest 2012 9

The MENA Cristal Awards
Leo Burnett MENA Wins 7 of 9 Grand Prix Awards 10

The 1Q12 8-Balls 11

The 1Q12 7+ Gallery 24

“I have learned that trying to guess what the boss or the client wants is
the most debilitating of all influences in the creation of good advertising.
I have learned that it pays to fight for concepts and causes that may
appear unpopular at the moment, rather than following the course of
quick and easy agreement. The other fellow’s point of view must be
respected, and pure stubbornness never wins, but if you have the facts on
your side and honest conviction in your heart, you rarely lose by
fighting for your idea all the way.”

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The 1Q12 Global Product Committee

From left to right (standing): Sompat Trisadikun (LB/Bangkok), Karen Lim (LB/Singapore),

Soo Hee Yang (LB/Seoul), Fuad Ahmad (LB/Asia Pacific), Rosalie Geier (LB/Chicago),

Andy Dilallo (LB/Sydney), Jarek Ziebinski (LB/Asia Pacific), Lisa Greenberg (LB/Toronto),

Jon King (Beacon Tokyo), Nicolas Menat (Beacon Tokyo),

Fernando Bellotti (LB/Buenos Aires), Brian Capel (LB/Jakarta)

From left to right (sitting): Judy John (LB/Toronto), Jennifer Skidgel (LB/Chicago),

Mark Tutssel (LB/Worldwide), K.V. “Pops” Sridhar (LB/India), Susan Credle (LB/Chicago)

Not Pictured: Jason Williams (LB/Melbourne), Brian Ma (LB/Hong Kong), Tom Bernardin (LB/Worldwide)

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Beacon / Leo Burnett Tokyo:
New ECDs Jon King & Masato Mitsudera
It’s an exciting time to be at Beacon Tokyo. While most of Japan’s
domestic advertising industry is controlled by giant players like
Dentsu, Hakuhodo, and ADK, Beacon is in the unique position of
serving as the agency of record for foreign brands like Procter &
Gamble, Philip Morris, McDonald’s, Lenovo, and Norton. There
are opportunities to create compelling local campaigns for big
multinational brands, which require a combination of eastern
and western approaches that Beacon is well suited to provide.
In fact, to address the unique challenges presented by Beacon’s
client roster, the agency recently promoted two talented agency
veterans to the position of Executive Creative Directors. Jon King
and Masato Mitsudera bring a wealth of experience to the creative
leadership team of Beacon, and with the strong guidance of
President Nicolas Menat, the agency is well equipped to take on
the challenge of changing people’s behavior through HumanKind
communication. With a focus on the Human purpose of brands,
and the support of one of Leo Burnett’s most talented digital
teams, Jon and Masato have a bright future ahead of them.

One of the best campaigns in Masato’s deep portfolio of work is the Yubari “Fusai” project which won the
2009 Cannes Grand Prix in the Promo & Activation category. Beacon’s campaign changed people’s lives, and
helped revitalize a bankrupt city. Click on the “Fusai” characters below to watch the incredible case study.

Another example of Beacon’s incredible skill set is the retail work the agency produced for Nike’s flagship
store in Harajuku, the fashion capital of Tokyo. The Beacon digital team devised a brilliant in-store piece
called NikeID that scans the colors on the clothes of customers, and creates customized Nike shoes to match
those colors. This kind of innovative thinking is why Nike gave Beacon Tokyo all its digital business in Japan.

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Andy Dilallo: LB/Sydney’s Subversive Savant

There’s something special happening at Leo Burnett Sydney. There’s a certain spirit that pervades the place,
and you can sense it the moment you walk in the door. This is an agency that’s having more fun than most,
and you can see it in the attitude and the sense of humor underlying all their work. Not only are they having fun,
they’re earning accolades from every corner of the world. In 2011, LB/Sydney was the 7th most awarded
agency on the planet. A large part of the agency’s success in recent years can be attributed to its creative
leadership. Andy Dilallo is the ECD of Leo Burnett Sydney, the number one creative agency in Australia. He’s
an incredibly talented and irreverent provocateur, usually seen rocking a Yankees hat, and he has a long track
record of consistently bringing out the very best from everyone he works with. His longtime creative partner Jay
Benjamin, currently the CCO of LB/New York, had this to say about working alongside Andy:

“Andy is a creative freight train. A train that’s always moving, is full of energy, inspiration, good times,
and an abundance of enthusiasm for great ideas. He believes wholeheartedly that this is a fun business,
something anyone who’s gotten on the Andy Train will attest to. And like any great creative mind, he
thrives on the creative fuel those around him provide. The more passion and talent he can have on the
train the better. That’s what keeps it all moving at the right speed, in the right direction, and keeps the bar
for great ideas as high as it can be. Andy also believes advertising is a journey rather than a destination,
which makes this simple, childlike analogy even more true. I spent nearly 10 years on the train as a friend
and a colleague and relish any opportunity to jump back on, whether it be collaborating on a project,
exchanging ideas about our visions for the future or just catching up in whatever corner of the world we’re
lucky enough to find each other. It’s a winning train, one that never backs down from a challenge. There
are three words he used to say to me as we were building our ideas for a presentation or starting a new
chapter of our careers. You’ll find them emblazoned on the side of the Andy Train: LEAVE NO DOUBT.”

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Proud Moments In Pattaya:
Leo Burnett Asia Pacific @ AdFest 2012
From March 18-20th, almost 1300 delegates from all over Asia Pacific converged upon Pattaya for AdFest
2012, the oldest and one of the most important creative award shows in Asia. This year’s theme was “Fast
Forward >>”, and over the course of the festival, delegates from across the region discussed, debated, and
examined different perspectives on what the future holds for Asian marketing. One of the festival’s best
speakers was Leo Burnett’s own Eric Cruz, the ECD of LB/Kuala Lumpur, who delivered
a riveting presentation entitled “Reinvention: A Decade of Change,” which examined the
momentous cultural shifts and industry changes that have characterized the last decade
in Asia. Eric urged the audience to unlearn their habits and strive to reconnect, rediscover,
reignite, and reinvent the way forward, because only a new approach can meet the
demands of an evolving audience. Eric’s presentation was a highlight of the festival,
eclipsed only by Leo Burnett’s repeated trips on stage to pick up AdFest Lotus Awards.

At the end of the festival, Leo Burnett emerged from AdFest as the “2nd Most Awarded Network in Asia Pacific
2012”. The network picked up a remarkable 46 Lotus Awards - 6 Gold, 16 Silver and 24 Bronze. Eleven different
offices contributed to this fantastic performance; Melbourne, Sydney, Tokyo, Bangkok, Colombo, Singapore,
Kuala Lumpur, Jakarta, Mumbai, Shanghai and Hong Kong. Leo Burnett’s strength was further emphasized
when Donald Gunn of the Gunn Report announced Leo Burnett as “Network of the Year 2011 in Asia Pacific.”

Leo Burnett’s strong showing at AdFest 2012 demonstrates the remarkable depth and breadth of talent we
have residing in a highly important growth region. There is a wealth of creative talent working under the Leo
Burnett banner. This outstanding performance confirms yet again our creative pedigree and the power of a
united creative force.

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The MENA Cristal Awards:
Leo Burnett MENA Wins Seven Grand Prix
At the 7th annual MENA Cristal Festival, Leo Burnett MENA was named Network of the Year, and picked up
an astonishing array of awards. The LB/MENA network was awarded 7 Grands Prix (out of 8 bestowed), 17
Gold, 9 Silver and 23 Bronze, taking home a total of 56 awards. Five different offices contributed to the network’s
total, representing a variety of multinational, regional and local brands. Leo Burnett’s office in Beirut was also
named Agency of the Year.

Raja Trad, the CEO of Leo Burnett MENA had this to say about his agency’s performance:

“We are both humbled and proud by the awards won at the Festival, as it is a direct reflec-
tion of the hard work and passion that is put into everything we do. I take exceptional plea-
sure in seeing how five offices contributed to our collective recognition, which testifies to
our united strengths and wide scope of talent. We look forward to delivering the highest lev-
els of communication and human engagement for all brands for many more years to come.”

Bechara Mouzannar, Chief Creative Officer of Leo Burnett MENA added the following comment:

“The fact that we won awards in most of the categories, from six different juries, winning 7 Grand
Prix (out of the 8 awarded) reassures us of our creative strategy, encouraging us to always try to
push further the borders of communication in the region.”

Congratulations to Leo Burnett MENA for its stellar showing at the MENA Cristal Awards!

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Giant Bikes Real Riders
Leo Burnett / Melbourne

Category: Integrated

Instead of sponsoring a famous athlete, Giant Bikes decided to
take an unorthodox approach to promoting itself as the definitive
source for all of Australia’s biking needs. The company positioned
itself as the champion of everyday riders, and premiered a TV
spot during the Tour De France in which it asked viewers: “why
do sports companies only sponsor famous athletes? Why not
sponsor regular people?” The brand opened up a sponsorship
drive in which Giant sought out 30 passionate bikers to become
the officially sponsored new faces of the brand. Applications
streamed in from all kinds of people who ride everyday without
fanfare or acclaim. Giant ultimately selected an interesting cross
section of ordinary Australians to be sponsored bikers, including
kids on training wheels, and these people were used in TV spots,
outdoor posters, online banners, and in-store collateral. This
integrated campaign generated an enormous amount of publicity,
sales, and goodwill for Giant Bikes throughout Australia.

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Garbarino Back to the Future
Leo Burnett / Buenos Aires


Garbarino is a leading electronics store in Argentina. The retail giant became
the subject of an intense national conversation when amateur video footage
appeared online of Doc Brown, the infamous inventor from the Back to the
Future movie franchise, crashing his Delorean time machine into a Garbarino
storefront. After a few days of rampant speculation on the internet, and
widespread circulation of the footage, Doc Brown gave a press conference
in which he apologized to Garbarino for any damage he may have caused,
and volunteered to be the new face of Garbarino Electronics to compensate
the company for his actions. Thus the inventor from the future became the
popular spokesperson for Argentina’s largest retail electronics chain, and
generated massive new interest in the store and its high tech products.
‘The Future is at Garbarino.’

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Leo Burnett India Gandhiji Font
Leo Burnett / Mumbai


The Gandhiji font created by Leo Burnett India continues to evolve
with new articulations across a range of channels. Originally created
by the agency when Mahatma Gandhi’s iconic spectacles were set to
be auctioned off by Christie’s in New York, the font has grown from
its original conception as a design piece into a much larger integrated
campaign. The font has been adapted for 10 different languages, and
has been used as the basis for art exhibits, as well as design books
and special promotional events. The font has become a vehicle for
new generations of Indians to appreciate the life and legacy of Mahatma
Gandhi, through the use of typography that innately brings to mind
the lessons of India’s most famous founding father.

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7-Eleven - Slurpee BYO Cup Day
Leo Burnett / Melbourne

Category: Print

As competing cold drinks began to chip away at Slurpee’s market share in Australia, 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 each
year? A series of 15 posters were created to promote 7-Eleven’s Bring-Your-Own-Cup Day, which encouraged people to show up
with boots, briefcases, tea kettles, water coolers, and anything else they could possibly imagine. On BYO Cup Day, people visited
7-Eleven in droves and departed 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.

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The Patissier Cake-mouflage Diageo - Johnnie Walker Important Man
Leo Burnett / Singapore Leo Burnett / Sydney

Category: Design & Packaging Category: Film

The Patissier is a bakery that specializes in cakes for special “Sooner or later the people who run the planet all end up choosing
occasions. Since surprises always make a celebration a little bit one drink: Scotch.” So opines a clean cut, important man as he
sweeter, the bakery commissioned Leo Burnett Singapore to craft wanders through his lush apartment, staring out of large windows
a number of unique cake boxes designed to help people disguise while delivering a monologue about the people who contemplate
special occasion cakes as book stacks, CD racks, and vegetable words like “leverage, portfolio, fiduciary.” This brilliant campaign
containers. The boxes were a huge hit. positions Johnnie Walker Scotch as the aspirational drink of
‘Cake-mouflage. Helping every surprise stay a surprise.’ choice for the world’s most important movers and shakers.
‘Johnnie Walker. Keep Walking.’

Procter & Gamble - Oral-B Electric Toothbrush
International Flight Mouth
Beacon / Leo Burnett Tokyo

Category: Ambient

Upon arriving at the international baggage claim in Tokyo’s Narita
airport, passengers found their luggage on a conveyor belt where
each blade resembled a giant white tooth. At first glance, the teeth
looked pristine, but when the belt curved, people quickly noticed
that there were patches of concealed dirt on the edges of each
tooth, along with a message that read: “plaque is hidden between
your teeth.” A QR code directed passengers to a website where
Oral-B toothbrushes were sold, and the toothbrushes were also
for sale immediately outside the baggage claim area. This ambient
piece is a great example of a product demonstration done with wit
and style, and delivered at a moment and place where people are
receptive to the message.
‘Don’t forget to remove hidden plaque with Oral-B.’

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Parrot - AR Drone Ar Drone Flying Banner

Category: Interactive

Is it a bird? Is it a plane? Is it a UFO? No. It’s the AR Drone,
the world’s first radio-controlled helicopter piloted by a smart
phone. To publicize and promote this incredible device, Beacon
/ Leo Burnett Tokyo devised the world’s first mobile-enabled
web banner, that lets your smart phone hijack a web page.
Simply use your smart phone to take a picture of the QR code
on the AR Drone Flying Banner, and your phone then becomes
the pilot of the Drone on the web page. You can pilot the drone
around the website and blast it to pieces. This banner ad had
tremendous success in building up buzz around the AR Drone,
and marks the first time a smart phone has been used to take
over a computer screen. This brilliant interactive execution reflects
the incredible skill set of the digital team at Beacon Tokyo.
Now...how do we get hold of one of these drones?

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Bajaj Electricals Cigarette

Category: Print

‘Get your toilet back. Bajaj Exhaust Fans.’
This print campaign was crafted by LB/Mumbai. The exquisite craftsmanship and
clear idea behind each of these images generated praise from the entire GPC
panel, but what stunned the group was the disclosure that photoshop was not
used to construct these pictures. These images were not computer-generated,
but were actually production sets that were constructed by hand. Each room was
created with a team of workers laying cigarettes, fish, and socks into place until
the room was literally built out of the materials in question. Click on the ‘making
of’ video to the right to get a senss of the love and attention to detail that went
into this work. Congratulations to LB/Mumbai for three 8-balls for this campaign.

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Bajaj Electricals Fish

Category: Print

‘Get your kitchen back. Bajaj Exhaust Fans.’

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Bajaj Electricals Socks

Category: Print

‘Get your bedroom back. Bajaj Exhaust Fans.’

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Procter & Gamble - Tide
Cook / Fisherman / Onion Seller

Category: Print

‘Tide Plus. With Jasmine & Rose.’

This print campaign promotes Tide Detergent
with Jasmine & Rose, to keep your clothes
smelling fresh and clean no matter what
odors you’re surrounded by.

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Assistance Dogs Concerns / Fleabags / Puppies
Leo Burnett / Sydney

Category: Film

Assistance Dogs Australia trains Labradors and Golden Retrievers to help people with physical disabilities lead more independent
lives. In this TV campaign, adorable puppies parade across the screen, accompanied by a biting voiceover from Monty Python
alumnus John Cleese. With his signature dry British wit, John Cleese urges viewers to donate to this organization, because “if
these smelly little scum bags have any hope of becoming assistance dogs, they’ll need all the cash they can get.”
‘Donate to Dogtober.org.au. 1-800-688-384.’

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Hemaviton Stamina Plus Mom / Teen / Worker
Leo Burnett / Jakarta

Category: Radio

This award-winning radio campaign from Indonesia features rapid-fire voiceovers documenting just how much energy is needed for
a mom, a teenager, and an office worker to get through their daily grind. The litany of activities concludes with a plug for Hemaviton
Stamina, an energy supplement. Below is the script for “Worker.”
Worker Voice: Wake up, read newspaper, take a shower, get breakfast, wear coat, wear tie, put shoes on, get my laptop, kiss my wife,
open the fence, start the engine, let’s go!!! Off to main road, stuck in a traffic jam, take a shortcut, stop at traffic light, not moving,
ojek!! (motorcycle taxi) Go to the left, go to the right, turn left, turn right, arrive at office, absent, take a seat, make coffee, drink coffee,
turn on computer, check email, type document, print document, send e-mail, fax, make a call, make quotation, tease receptionist,
budget meeting, internal meeting, client meeting, unimportant meeting, supplier meeting, group meeting, lunch time!! Report to boss,
minor revision, report again, make summary, clean up my desk, absent, go home, play futsal, chase the ball, dribble right, dribble left,
flirt right, flirt left, hello, pretty girl, oooow…got goaled, priiit (end of the match). Hang out, chit chat, change cloth, it’s karaoke time!
Sing My Way, sing Hey Jude, sing Smash, sing Keong Racun, sing Bang Toyib, dance on the table, rock song, kid song, mandarin
song, jazz song, meet a hot chick, flaunt time! Get acquainted, ask her name, ask bb’s pin, ask her address, ask anything, what??!
She’s my wife’s friend, Go home!! Shower, wear pajamas, get in the room, check email, check my wife, out from room, check my kids,
get in to the room again, wake my wife up, turn off the lights, the kids wake up and cry.kid song, mandarin song, jazz song, meet a
hot chick, flaunt time! Get acquainted, ask her name, ask bb’s pin, ask her address, ask anything, what??! She’s my wife’s friend, Go
home!! Shower, wear pajamas, get in the room, check email, check my wife, out from room, check my kids, get in to the room again,
wake my wife up, turn off the lights, the kids wake up and cry.
Announcer: For extra activities in limited time, Hemaviton Stamina Plus.

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Coca-Cola Arctic Home
Leo Burnett / Chicago


For decades, the iconic polar bear has been an integral
part of Coca-Cola’s holiday heritage. This year, the brand
launched an integrated campaign called “Arctic Home”,
designed to raise money and support to help create an
Arctic refuge for polar bears. Executed across a range of
channels, the campaign began by boldly changing the
color of the iconic Coca-Cola can from bright red to snowy
white. Coke packaging encouraged people to donate to
the Arctic Home fund simply by texting a specific phone
number. The brand also devised an incredibly rich website,
along with an immersive iPad application, and a mobile
app that let people to participate in the campaign through
game play amongst their social network. The campaign
served to inform and educate people about polar bears
and their natural habitat, and helped build widespread
support for the creation of an Arctic refuge for the bears.
This unprecedented integrated effort by Coca-Cola was
a huge success, and helped the brand and its fans give
something back to one of its classic icons.

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Coca-Cola - Arctic Home Brothers

Category: Interactive (Viral Film)

As part of the Arctic Home initiative, a series of viral videos were Coca-Cola - Arctic Home
created capturing the enthusiasm of intrepid arctic explorers Turning - Arctic Home Can
venturing into “the realm of the polar bear” from the comfort of Leo Burnett / Chicago
their own homes. In this spot, a young man imagines seeing the
majestic Aurora Borealis, until his brother interrupts his reverie. Category: Design & Packaging

“The experience may be virtual, but the polar bears you’re helping For the first time ever, Coca-Cola changed the colors of its iconic
are real. Coca-Cola. Join us at ArcticHome.com.” red can to white in support of the company’s initiative to create
an Arctic refuge for the polar bear. The new can made national
headlines and served as a beautiful tangible symbol of Coke’s
commitment to protect the natural habitat of the polar bear.
Coca-Cola - Arctic Home ArcticHome.com

Category: Interactive (Website)

Coca-Cola’s Arctic Home website is a deeply immersive interactive platform that serves to educate and inspire people to learn more
about the Arctic and the polar bears who inhabit it. The site lets people track real polar bears in their natural environment, and provides
background on each bear and its story. By donating to the Arctic Home refuge, visitors can claim a parcel of land in the Arctic that
they can call their own. The site provides an ever-evolving interactive experience for anyone keen on finding out more about polar
bears and their Arctic home, and its design and depth are a triumph of digital craftsmanship. Visit the site at www.arctichome.com.

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Coca-Cola - Arctic Home
Stare Bear / Water Bear / Cub Bear

Category: Print

These outdoor posters encouraged people to use their
mobile phones to text donations to the Arctic Home
cause, and also drove people to Coca-Cola’s Arctic
Home website.
Each image is comprised of countless fingerprints.

‘The more you text, the more you can protect.
Text Coca-Cola package codes to donate.
www.arctichome.com
Coca-Cola Arctic Home.’

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Diageo - Johnnie Walker
Golf / Racing / Water / Scotch

Category: Film

A confident and wealthy spokesman runs through the reasons why Scotch is the drink of important people. Sitting beside a fire
amongst esteemed company, he holds forth on the seriousness of golf, the distinguished look of the double Windsor knot, and the
appeal of Scotch to a refined palate. ‘Johnnie Walker. Keep Walking.’

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McDonald’s - Happy Price Menu Van McDonald’s - Saver Menu First Pic - Mayo Chicken
Leo Burnett / Mumbai Leo Burnett / London

Category: Film Category: Film

In this charming spot from India, a long-suffering bus driver This commercial had the whole GPC in fits of laughter. An expecting
is given conflicting directions by a bus load of giggling young mother awaits her tardy husband before the first sonogram of their
school children, until he ultimately finds himself steering his way child. He shows up late to the appointment, much to her chagrin,
through a McDonald’s drive-thru. The children have planned a but dispels her anger instantly by announcing that he just got a
surprise birthday party for their favorite driver. 99p Mayo Chicken at McDonald’s.
‘For moments you can’t put a price tag on. McDonald’s.’ ‘The 99p Mayo Chicken from McDonald’s Saver Menu.
Can’t argue with that! McDonald’s.’

McDonald’s - Brand
First Day
Leo Burnett / London

Category: Film

This brilliant new film from London is McDonald’s at its very best.
In this fast-paced spot, a young man is given a whirlwind tour
of his new office by a brisk, no-nonsense supervisor. The pace
of the orientation is dizzying, and the young man quickly grows
overwhelmed as he’s led through elevators, down corridors, up
staircases, all while being handed countless forms and asked to
remember passwords, names, and random details about his new
work existence. By the time he finally settles in at his desk, it’s
time for lunch. He gratefully escapes to the one place where he
knows he can relax, and orders a Big Mac and fries.
“McDonald’s. I’m Lovin’ It.”

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McDonald’s Fry Lights McDonald’s Roppongi Hills
Leo Burnett / Chicago Beacon / Leo Burnett Tokyo

Category: Promo & Activation Category: Print

This is theater of the streets taken to a whole new level. As part McDonald’s launched a new flagship store at the Roppongi Hills
of a city-wide campaign promoting McDonald’s fries, Leo Burnett Mall, in one of Tokyo’s most chaotic and vibrant neighborhoods.
Chicago developed a “fry lights” outdoor piece constructed To raise the profile of the restaurant, a series of environmental
around a bank of ten 200,000 lumen lights, which created a row design pieces were developed to capture people’s attention. A
of golden fries that lit up the night. Visible from 3 miles away on a beautiful ‘observation deck’ was created at the top of the mall
clear night, these “fry lights” elegantly wove McDonald’s into one which showcased the location of every McDonald’s restaurant
of the world’s most celebrated skylines. in Tokyo. Two gigantic pillars on the outside of the building were
‘McDonald’s. Best fries on the planet.’ transformed to look like big McDonald’s straws, and a waterfall on
the inside of the building was given a new backdrop to highlight
the glistening fresh vegetables available at the restaurant.
Interactive posters were also created, and if people took pictures
of themselves next to the posters, they could show those pictures
to the restaurant to get discounts on their meals.
‘McDonald’s. I’m Lovin’ It.’

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Procter & Gamble - Cheer Dig It! Get It!
Leo Burnett / Toronto

Category: Interactive

To get a new generation interested in Cheer laundry detergent,
the brand created an online experience around an interactive
music video called “Dig it. Get it,” featuring the band Strange
Talk. The innovative video enabled viewers to click on individual
colorful items within it, and if they were the first person to “dig”
an item, they won it. The campaign kicked off with a two-week
teaser phase, which built enormous anticipation around the video’s
launch, and after the video went live, 19,000 colorful items were
given away to participants. Only when users clicked on an item
were they taken to Cheer’s Facebook page where Cheer’s partnership
with the band was revealed. The campaign was a huge success,
and the buzz around the music video caused it to hit #1 on the
Billboard uncharted list. This colorful interactive experience helped
get a detergent for colorful clothes on the minds, playlists, and
laundry room shelves of a new generation.

Parrot Carrot Parrot Carrot Safari

Category: Interactive (Cell Phone Application)

Parrot Carrot is a popular children’s book about animals made
out of rhymes, like the parrot that looks like a carrot. Leo Burnett
Sydney created an interactive app that takes the premise of the
book into the world of smart phones and iPads, and gives kids
the opportunity to use these tools to find rhyming animals hidden
around them in the real world. This simple and beautifully designed
game has a fun and intuitive interface that kids love.

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Heineken U-Codes
Leo Burnett / Warsaw

Category: Promo & Activation

To bring Heineken’s new brand message “Open Your World” to life,
LB/Warsaw created “U-Codes”, customized QR stickers available
at the Heineken Open’er Music Festival. A tent was erected at the
festival where people could create their own U-code, and then
print them out onto a sticker. Each U-code contained a hidden
message that’s only revealed when someone snaps a picture of it
with a smart phone. The U-codes became hugely popular conversation
starters at the music festival. ‘Heineken. Open Your world.’

James Ready Beer
JR Awesomer Campus Program


James Ready set out to become the beer of choice for
college students by launching an integrated campaign
entitled “Helping Students Do Awesomer In School.”
First, the brand recruited official JR campus diplomats,
who served as beer ambassadors for six different college
campuses. Then, JR launched a 16-week program to
“awesomize” the school year with different JR prizes
and incentives available to students, ranging from a free
“JR Survival Kit” giveaway in week one to the creation of
a “James Ready Beer Bus” which helped drive students
from campus to the beer store, to return their empties
and exchange their bottle caps for more beer. The campaign
was hugely successful at increasing JR’s fanbase.

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The HumanLab

Category: Interactive (Website)

Beacon / Leo Burnett Tokyo created a brilliant and innovative research
tool entitled “the HumanLab,” which captures human behavior in real
time through mobile tracking. This flexible, scalable system monitors
check-ins, photos, purchases, tweets, and posts, from the smart
phones of people who have voluntarily enlisted in the HumanLab
program. This platform then processes and displays the data in a way
that enables the agency to develop insightful strategies and creative
solutions based on people’s actual behavior. This initiative is a
fantastic example of gathering data and using the information to craft
responsive communication that is rooted in real human truths. This
innovative system has the potential to be implemented worldwide as
a signature Leo Burnett strategic platform, and it’s creation by the
digital team at Beacon Tokyo reflects the future facing thinking and
technological prowess that characterizes the best Japanese creativity.

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Leo Burnett Bangkok A Happy Gift
Leo Burnett / Bangkok

Category: Promo & Activation

At the end of 2011, in the midst of devastating floods in Thailand, Leo
Burnett Bangkok decided to help struggling communities restart their
businesses. The agency bought locally-produced goods from flooded
villages, and then packaged those goods with new labels containing
the height of the floodwaters in each community. The agency then
bundled these goods together and delivered them as New Year’s gifts
to the agency’s clients, who were delighted to help struggling Thai
businesses get back on their feet. The annual gift from the agency
became much more than a token of appreciation between business
partners; it became a happy gift for everyone, from Leo Burnett.

Saathi Street Kid 1 Saathi Street Kid 2
Leo Burnett / Mumbai Leo Burnett / Mumbai

Category: Radio Category: Radio

Announcer (Young Boy’s Voice): Earlier I used to stay hungry Announcer (Young Boy’s Voice): My business is the best! I get paid
for days. Then one day a friend told me, ‘why waste 5 bucks on to see porn. Couples come to Marine Drive to cuddle. They keep
bread? Buy a nail polish remover instead, sniff it for a week and me as a watchdog, I just have to sound an alarm if a cop arrives. I
you won’t feel hungry!’ And what a trip! Better than even country get to see them make out and get paid 20 bucks for doing so! Life
liquor. And then when goons beat us, it hurts a lot less. Now if I is good! But watch out when a stranger tries to be extra nice. He’ll
am not good at begging, is that my fault? But who’ll explain this offer you cake and then make you blow his candle! (giggles) No
to those rascals? Once I took just 30 bucks less... they thrashed one loves a street kid unconditionally. On the street, if you’re not
me with a rod...it hurt a lot. There were wounds all over my body. the fastest, make sure you’re not the slowest either. When a horny
But those wounds were the best thing that could’ve happened to uncle gets frisky, just scoot away at full speed. The slower one will
me. Looking at my wounds the rich would give me money in a jiffy! get humped. That’s why I ride around with a crippled friend full
That’s why I never let my wounds heal. I scratch them and keep time. I know it’s wrong, but that’s the way the world functions. The
them alive. So that...I can stay alive. smart ass survives, and the dumbwit gets screwed. (giggles)
Announcer: (Adult voiceover): Things you would never want your Announcer: (Adult voiceover): Things you would never want your
kids to learn, are the only things the street teaches these kids. To kids to learn, are the only things the street teaches these kids. To
help them, visit us on saathi.org. help them, visit us on saathi.org.

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Procter & Gamble - Tide Dirt Magnet South Indian

Category: Radio

Announcer (Voiceover in a thick south Indian accent): The day you will wear a white shirt, one pretty girl
will encounter a flirt. Girl will give him one tight slap, it will put fingerprints on his cheek and fly his cap.
The cap will fall on a sleeping dog, who will get up and loudly bark. The barking dog might also bite, this
thought will scare a boy flying a kite. He will run for his life, and bump into Mr.Saxsena’s wife. The wife
will fall like the Berlin wall, right into a month old rotten puddle, and just then, you will enter the scene
right in the middle. Moral of the story, my friend; the day you will wear a white shirt, it’s bound to attract
some dirt. That’s why always keep Tide by your side. Ok? Ok.

Diageo - Bundaberg Rum Message From Saturday Radio Campaign

Category: Radio

This radio campaign for Bundaberg Rum features the distictive and unforgettable voice of Saturday berating and
talking trash about all the other days of the week, because the taste of Saturday is the taste of Bundaberg Rum.
Seven different radio spots were created, and one ran on each day of the week.

Monday:
Voiceover: Everybody loves Saturday, Satuday! Yo! Saturday here, best day of the week. And I’m talking to you
Monday. You listening? Cause I got to say, Monday, you is one sad mother that don’t do nothing for no one ‘cept
make them miss me. As if they ain’t missing me enough already, you knuckle-dragging start-of-the-week bone-
head! You know what you need? You need to taste the Saturday! To taste the Bundaberg Rum. Saturday on a
Monday may feel unnatural, but hey, I say just go with it, man! So crack open a bottle of Bundaberg Rum and
taste the taste of Saturday. the most righteous taste there is. So screw you, Monday! And don’t you dare drink
Bundy without being responsible, you hear?

Wednesday:
Anncr(Voiceover): Everybody loves Saturday, Satuday! Ow! Yo! Wednesday! Lookie here! This is Saturday, the greatest day of the
week, and I’m talking to you, yeah, that’s right, you middle of nowhere fool! Feeling all high and mighty cause people call you ‘hump
day.’ ‘Hump day’ my behind! People get to Wednesday and they’re like, ‘what hopeless, motherlovin’ day is this?!” Well you know
what? You’re just another pain in the rump weekday that doesn’t taste anything like that lip-smacking taste of Saturday. Bundaberg
Rum day. Open that bottle and pour yourself a little taste of Bundaberg Rum. Mmmmm. That’s my FLAVOR! Saturday Flavor! All you
got to do is drink it responsibly! Hump day that, sucker!

Friday:
Anncr(Voiceover): Everybody loves Saturday, Satuday! Ow! Yo Friday! My mizzle! This is Saturday talking to ya. Now I know we’re
neighbors and all, Friday, but man if you ain’t the mother of all imposters. Letting people think you’re the SEX just cause you’re the
last day of the week and all. But look at you man! You ain’t no good! You done ‘fore you start, sucker! Then everybody got to go out
smelling all funky in their work clothes and whatnot. At least they can open up a bottle of Bundaberg Rum and get a taste of what’s
coming! A taste of Saturday! Oh yeah, that’s MY taste. Bundaberg Rum. Don’t you forget it, mister ace phony baloney Friday. Don’t
you dare not drink it responsibly!

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Allstate Insurance Bad Horn / On Hold / Sun

Category: Radio

Bad Horn:
VoiceOver 1: Mayhem is everywhere.
SFX: Car horn failing.
Mayhem: I’m your horn. Looks like I picked the wrong week to stop working. Cause right now, you’re sliding on three inches of fresh
New York snow...right into an intersection and another car. Hey, look at that, I work again! And if you’ve got cut-rate insurance, you
could be paying for this yourself. So get Allstate, where agents keep you protected from Mayhem, like me.
SFX: Cars collide.
VoiceOver 1: Dollar for dollar, nobody protects you from Mayhem like Allstate.

On Hold:
VoiceOver 1: Mayhem is everywhere.
SFX: Dialtone, then intolerably cheery elevator muzak.
Mayhem: Hi! I’m the automated hold system for your cut rate claims department. To get forwarded to the wrong person, press 1. To
get put on hold for 40 minutes and then disconnected, press 2. To repeat your story to the entire company, including the cleaning staff,
To do something that isn’t stupid, hang up and get Allstate, the only insurance company who guarantees that your claim process
won’t be mayhem, like me.
VoiceOver 1: Introducing the “Claim Satisfaction Guarantee.” Only from Allstate.
Dollar for dollar, nobody protects you from Mayhem like Allstate.

Allstate Insurance On Hold Allstate Insurance - Football Sponsorship
Leo Burnett / Chicago NOLA Spectacular
Category: Film
Category: Film
Mayhem is the infuriating automated answering machine telling
you to wait 97 minutes before you can speak to a human being It is a gameday tradition in college football for the winners of big
about your accident. If you’ve got cut rate insurance, there’s games to tear down the goal posts and parade them through town.
nothing you can do about this. So get Allstate, the only insurance In this ambient execution, a set of goalposts is stuck through an
company that guarantees your claim process won’t be mayhem. SUV window, drawing attention to a billboard above that reads:
Are you in good hands? “Game Day Parking. That’s Mayhem. Get Allstate.”

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Symantec - Norton She Said Daddy

Category: Film (Webisode)

In this beautifully crafted, evocative film from Beacon Tokyo, a loving father dotes over his baby girl as she grows up. He films every
detail of her first year, capturing memories he will treasure in the future. However, he struggles with teaching his daughter to say
“papa,” but after months of frustration, one magical day she says it, and he gets it on film. Unfortunately, his footage is not protected.
‘It takes just a second to lose everything. Protect the things that matter. Norton by Symantec. Security.’

Symantec - Norton Boy In Love / Writer’s Story

Category: Film (Webisode)
A young man falls in love at first sight, and spends months courting a barista at a coffee shop. His shy and endearing efforts ultimately
win over the object of his affection, but he loses his phone at the worst possible moment. In the second film, a writer struggles through
a multitude of low-paying jobs while slavishly toiling away on his masterpiece at night. Upon finishing his book, it’s accidentaly erased.
‘It takes just a second to lose everything. Protect the things that matter. Norton by Symantec. Security.’

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Sony Entertainment Network - Garbarino Mother’s Day
Kaun Banega Crorepati Leo Burnett / Buenos Aires
A Million Dollar Question
Category: Film
As part of Garbarino Electronics’ ‘Back to the Future’ campaign,
featuring Doc Brown, the retail store released a number of TV
To promote the 5th season of India’s reality show “Who Wants to spots featuring the iconic inventor. In this touching spot for
Be A Millionaire,” LB/Mumbai developed an integrated campaign Mother’s Day, Doc Brown travels back in time to give a ride home
around the line “no person is small.” By profiling contestants and to himself as a kid. The good doctor wanted to give a gift to his
telling the stories of their lives and humble beginnings, the show beloved mother, so he sent along a bag of items from Garbarino
became a champion for the common man, and helped garner Electronics, to be hand delivered by himself as a child.
record ratings along with widespread publicity and acclaim. The ‘The future is at Garbarino.’
show became more than just entertainment. It became a venue
for Indians to celebrate its contestants as heroes who they could
identify with.
‘No person is small.’

Canon Photo Fighters
Leo Burnett / Bangkok

Category: Ambient Media

In 2011, devastating floods hit Thailand. When the flood waters
receded, all that was left were piles of sandbags, and images
documenting the struggles of the Thai people to persevere amidst
adversity. Canon wanted to celebrate the fighting spirit of the Thai
people, and so the brand created a “Flood Fighters Gallery” which
showcased some of the best photographs captured during the
flooding. To promote the event, Canon gathered leftover sandbags
and used the sand to carve out sculptures that reproduced iconic
photographs of Thai people fighting the floodwaters. These sand
sculptures were hung around Bangkok and helped raise awareness
and drive traffic to Canon’s “Flood Fighters Gallery.”

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Raise the Roof - Toques
Dentist / Same Outfit / Water Bottle

Category: Film

Dentist:
‘When a patient sees that you bought a Raising
the Roof toque he will, even in his groggy state,
think ‘what a swell guy my dentist is for helping
the homeless.’ When he realizes you removed his
right central incisor during what should have been a
routine teeth-whitening, he will play it off as no big
deal, even though tomorrow is his wedding day, and
his future mother-in-law is not a very understanding
woman. Buy a toque at RaisingTheRoof.org. It will
help the homeless reach their potential, and people
won’t hold botched dental work against you.’

Same Outfit:
‘When you wear a Raising the Roof toque, it says,
I’m a good person. I’m helping the homeless. So, if
your office nemesis sports an identical blouse-skirt
ensemble, she will, out of newfound admiration for
you, save you from same outfit catastrophe. Also,
she will gladly surrender the final cupcake, despite
listing cupcakes as an all-time fave in her online
dating profile. But a toque at RaisingTheRoof.org. It
will help the homeless reach their potential, and your
office nemesis will succumb to it.’

Water Bottle:
‘When you show up wearing a Raising The Roof
toque, it’s as if you’re saying ‘yeah, I help the home-
less, that’s how I roll.’ And when your friend realizes
this, she’ll consider you somewhat of a hero. So
even if you had a highly questionable cold sore and
were devouring a tuna sandwich, there’s no way she
could refuse you a sip of her water. Even though
she’s a germophobe, and tuna fish gives her tummy
aches. But a toque at RaisingTheRoof.org. It will help
the homeless reach their potential, and friends won’t
say no to you, even when they probably should.’

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Wyeth - Caltrate
Open Cap For Strong Bones
Leo Burnett China / Shanghai

Category: Design & Packaging

To encourage children to take supplements, Leo Bur-
nett Shanghai designed a special cap for ‘Caltrate Kids’
calcium supplements. To open the bottle, you have to
press down and squeeze the cap, and when you do, a
limp, lifeless giraffe or a basketball player affixed to the
cap springs to life and stands tall. This engaging device
is a great product demonstration of the benefits of strong
bones, and it’s been a big hit with both kids and their
parents.
‘Caltrate. Open Cap for Strong Bones.’

IKEA Icons


IKEA asked Leo Burnett Toronto to create
new icons to accompany their kitchen
service messaging. These clean, simple,
and direct visuals convey information
clearly and efficiently in Ikea’s retail
stores. The fact that a client renowned
for world-class design is soliciting design
ideas from Leo Burnett is a testament to
the skill and talent of LB/Toronto’s design
team.

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Leo Burnett Toronto
Solstice Calendar


Instead of sending out an annual Christmas
card, LB/Toronto sent out a 2012 “Solstice
Calendar” to clients and friends.
‘The Solstice. Creator of shadows. Governor
of seasons. Source of allegory and legend.
Inspiration for this Solstice Calendar. It not
only tells you the day, but the hours of sun
in each, changing shade on every page
to reflect the ratio of sunlight to dark. The
impact of the sun’s yearly journey, from it’s
apex in the summer, to its nadir in winter, can
be seen by looking at the calendar in profile.
Please enjoy the 366 day Solstice Calendar,
may it help you see the sunshine in each and
every day.’

Leo Burnett Toronto
Edit


Equipped with under mount drawers, an invisible wire management
system, and finished with high gloss lacquer, the “Edit” desk was
designed to conceal the mess of wires and clutter that characterizes
today’s personal workspaces. This design work has transformed
the offices of LB/Toronto, rendering desktops into clean, modern,
and beautiful workspaces.

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TVO Group Photos - Police / Choir / Chefs / Flight Attendants / Doctors

Category: Print

This set of posters for Ontario Public TV features group photos, and in the caption of each picture, you can see that there is a wide
range of opinions on any given issue. For instance, in the “Police” execution, that caption describing the picture reads as follows:
“ON THE ISSUE OF MARIJUANA LEGALIZATION
Seated: Against, Against, Just smoked a joint, Thinks it’s as addictive as meth, Believes it would reduce crime.
Standing: Supports, Smokes it every day to cope with chronic pain, Against, Against, Supports medicinal use only, Against”

‘Get the full picture on issues that matter. For the most in-depth debate and expert analysis, support Ontario Public Television.
Donate at tvo.org. TVO. Makes you think.

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Sony - Playstation Contagious Cover
Leo Burnett / Madrid


Contagious Magazine wanted to feature Leo Burnett Iberia’s integrated campaign “Mr.Lee’s Tailor Shop” on the magazine’s front
cover. This ingenious campaign centered around the creation of a pop-up boutique in Madrid where a tailor fashioned customized
superhero clothing for anyone interested in purchasing a superhero costume. The boutique was a huge success, and effectively
promoted Sony Playstations’s DC Universe Online game, by generating enormous publicity around the game. To capture how “Mr.
Lee’s Tailor Shop” effectively utilized multiple channels and contact points, Contagious worked with Leo Burnett to craft a magazine
with multiple elements of the campaign woven through it. This cover concept for this edition extended across the front cover, back
cover, inside cover, and DVD. Contagious selected this design because it strongly demonstrated the customization, personalization,
and originality that defined “Mr. Lee’s Tailor Shop.”

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Fleurop Broken Vase
Leo Burnett / Zurich

Category: Print

‘The power of flowers. Fleurop.’

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