Pencil Shavings: 3Q12 GPC, Chicago

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 3Q 12

A Letter from Mark
Dear Friends,

A new season is upon us. Summer has come and gone, and after a strong showing at 2012’s prestigious creative
award shows, it’s time once again to take stock of our journey and plot out the path ahead. In late August I had
the pleasure of chairing the 3Q12 Global Product Committee meeting, hosted at our headquarters in Leo Burnett
Chicago for the first time in four years, and I’m delighted to share with you the results from that meeting. The GPC
is more than just a conference where we evaluate work; it’s also an opportunity for us to spotlight and learn from
some of the outstanding people who make up the Leo Burnett global network, an 8500-strong family of writers,
artists, and thinkers who collectively constitute one of the planet’s most formidable communications companies.
Each time the GPC convenes, we sit around a table and trade stories, perspectives, knowledge, drinks, and
laughter, all while recommitting ourselves to our shared mission, the lofty goals set down by our founder so many
years ago. It was at the last GPC held in Chicago, during a bitterly frigid winter week in February of 2008, that the
Worldwide Creative Board hashed out the first draft of the HumanKind GPC scale. At the time HumanKind was
still a work-in-progress that needed some clarity to bring it into sharp focus. That is what the GPC does: it exists
not just to dispense scores and constructive critiques of our creative product, but also to serve as a global brain
trust, and a forum where our company can refine ideas and distill our thinking into a clear concise purpose. The
HumanKind GPC is a living testament to the way Leo Burnett puts people at the heart of everything it does. I am
proud to be a part of a company that encourages authentic dialogue across borders, as it helps people to learn
from and collaborate with their peers across the world. Every three months we gather together some of the best
and brightest talents in our global agency, and set ourselves to the difficult task of making the work better, piece
by piece, through intense discussion and debate. Nothing is more important than the quality of our work, and this
process we’ve spent so long developing ensures that we’re all looking through the same lens. It was a joy to bring
the GPC back to Chicago, where it was first born decades ago. This return to our roots was a long time coming.

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City of Big Shoulders
In the ten years that I’ve been working at Leo Burnett Chicago, I’ve never been more excited about the direction
and leadership of our flagship agency. When I first arrived here in 2002, after 15 years at Leo Burnett London,
there was a pervasive feeling of uncertainty in the air that colored every day at 35 West Wacker Drive. There was
turnover at senior management positions, fallout from a bad economy, and the agency was struggling to shake
off a reputation of being an old-fashioned TV and print agency in an age of smaller and hotter shops. The teams
in Chicago were still producing outstanding work, but underlying all their achievements was a persistent current
of frustration, and disquiet with the status quo. The old ways of working had to change. In the decade since that
rough stretch of time in 2002, the agency has undergone a sweeping transformation, evolving in multiple
directions to meet the challenges of a rapidly changing industry. Under the steady leadership of President Rich
Stoddart, and with Chief Creative Officer Susan Credle at the helm of a revamped creative department, the agency
has gotten leaner and more focused, and is currently experiencing a rebirth. The agency is on an impressive streak
of new business wins, and there’s a tangible sense of confidence and excitement in the air. The work emerging
from our largest office is winning over people all across the world, and as new revenues pour in, there’s a sense
that the ship has been righted and is headed in the right direction. As ECD Ryan Wagman noted during the GPC
discussions, “this place feels like it’s humming right along.” When Leo Burnett Chicago is firing on all cylinders, our
whole global network shines a lot brighter. I’m deeply proud of the team in Chicago, and I hope you take the time
to pore over some of the brilliant work they’ve been producing quarter after quarter, year after year. It’s not easy to
get an agency of 1500 people to buy into the same vision, and to march in lock step towards it, but clearly, Rich
and Susan have built a winner. Together they’ve set a goal for the office to be the number one creative agency in
the USA in the next two years. You have to admire the drive and ambition of a team that’s aiming for the top.

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Leo Burnett at Cannes 2012
Before diving into this quarter’s large volume of inspiring 7+ work, I want you to take a look at the charts on the
following pages, which break down our network’s performance at the 2012 Cannes Lions International Festival
of Creativity. I talk about Cannes a lot, and even though we are three months removed from the festival, I want to
reiterate why Cannes is so critical to our outlook as a company. We do not strive for Lions simply for recognition.
We are not in the business of chasing awards. We are, however, in the business of ideas. We are paid to produce
beautifully crafted ideas, that are rooted in human insights, which serve our client’s brand purpose. Our job is
to produce contagious brand communication that spreads like wildfire amongst people, and that resonates so
deeply that it becomes a part of the social fabric. Cannes is the ultimate measure of the quality of our ideas. A Lion
is a mark of outstanding creative acumen that serves a client’s larger business goals. But don’t take my word for it:
below is an excerpt from a fascinating article entitled “the Business Case for Creativity: Why Coke thinks Winning
at Cannes Matters.” This piece was published in Fast Company, and was written by Coca-Cola’s VP of Global
Advertising Strategy, Jonathan Mildenhall. The full article offers a deep glimpse into the unmistakable correlation
between creative success at Cannes and business results:

“The global significance of [Cannes] gathers momentum each and every year... No other award festival
covers so many critical categories for advertisers. Cannes Lions now boast 18 award categories... The
breadth is staggering and it will only continue to grow as more and more genres of creativity are embraced
to drive business growth... But an awards festival that focuses solely on breadth could be destined for a
dull and uninspired future. Cannes is not about volume. It is absolutely, steadfastly and utterly, committed
to quality. And to me, few things are more important. Cannes Lions simply curates the world’s finest
strategies, ideas, executions and craft. To be recognized at Cannes is to be recognized by the world’s
finest creative minds. Minds that are not only brilliant, but brutal in their critique of the work. Winning a
Cannes Lions builds careers. Permanently.”

The careers Jonathan is talking about are not just on the agency end. He offers a number of telling examples
showing how the work that wins Cannes Lions leads directly to commercial success and greater market share for
clients. Here he quotes James Thurman, the author of “The Case for Creativity”, to emphasize his point:

In every case, the companies that have been the most tenacious in their pursuit of great creativity in their
advertising have been the ones outperforming the stock market and enjoying historic periods of financial
prosperity. And in every case the leaders of those companies had created a culture of innovation that
advertising was just symptomatic of, but which extended well beyond advertising and into culture, the
products, and the day to day activities of those companies. A creative day to day that produced the most
extraordinary results in the history of the world’s most illustrious companies.

Please read Jonathan’s whole article, linked to on this page, and share it with your clients if you can. We must
cultivate relationships with our clients so that they too become champions for creativity, and advocates for Lion-
winning work. Love it or hate it, despise it or celebrate it, Cannes remains the gold standard for our industry. Every
year, more and more clients are flocking to the festival, and are embracing it as the place to identify best practices
and the agencies who bring ideas to life in fresh and interesting ways. It’s on us to make sure we shine with the
best, and are producing world-class work worthy of the great brands in our portfolio.

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GPC 3Q 12

2012 CANNES
SHORTLIST GRAND PRIX GOLD SILVER BRONZE TOTAL

DIRECT 15 0 2 0 5 7

PROMO & ACTIVATION 14 0 0 2 4 6

PR 13 0 2 4 3 9

MEDIA 16 0 0 1 8 9

OUTDOOR 34 0 0 0 3 3

MOBILE 0 0 0 0 0 0

CREATIVE EFFECTIVENESS 1 0 1 0 0 1

PRESS 45 0 0 5 3 8

CYBER 3 0 0 1 1 2

DESIGN 11 0 1 0 0 1

R ADIO 10 0 0 2 2 4

FILM 2 0 0 0 0 0

FILM CR AFT 0 0 0 0 0 0

BR ANDED ENTERTAINMENT 5 0 2 0 0 2

TITANIUM & INTEGR ATED 1 0 0 0 0 0

YOUNG LIONS 3 0 1 1 1 3

TOTAL 173 0 9 16 30 55

The chart above documents all the Lions and shortlists Leo Burnett received in 2012, in each of the 18 categories
Cannes recognizes. A single glance at this is revealing: although we had a phenomenal year, winning a record
55 Lions and having 173 pieces shortlisted, it’s clear that there’s a lot of room for improvement in a few specific
areas. For instance, as mobile devices become more and more ubiquitous across the world, it’s unacceptable that
we have no work in 2012 that was even shortlisted in this increasingly important category. We must build on our
strengths, while also seeking out new opportunities in each of these channels. There is no reason why we so often
default back into traditional media choices when there are so many more contact points available today.

I urge all of you to take stock of the campaigns you’re currently working on, and identify the best platform idea
you’re working with. Can you find a way to express that idea in each of these categories? Test the quality of the
thinking underlying your campaign or execution by asking whether or not the core idea can be expressed in a
variety of communication channels. Truly great ideas are media infinite in their potential, and they don’t hinge on
your choice of contact point. Think big, and don’t be hemmed in by what you’ve been asked to do. This is worth
remembering: we have far more creative opportunities available to us if we take advantage of all the communication
channels we can work in. It’s our job to show our clients media options that they might not have considered.

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GPC 3Q 12

This second chart documents
which Leo Burnett offices around
the world won Lions at Cannes in
2012. I want to congratulate each of
the winning teams for all their hard
work: the depth and breadth of this
list testifies to the talent we have
across our global network. It is my
dream to one day have every one
of our 96 offices represented on this
list, which I don’t think is too much
to ask. For that to happen, we need
every single Leo Burnett agency to
have one great idea, one campaign
that’s been crafted exquisitely, and
presented impeccably. If each of our
agencies puts a single great idea on
the table, we will achieve success
en masse, on a scale our network
has never achieved before. All it
takes is one great, world-class idea
from each of our offices. We have
the talent, we have the brands, and
we have the global support system
to make this real. I hope you all take
a page from the agencies listed to
the right, who set their goals high,
and put in the time and effort to win
the highest accolade in our industry,
a prestigious Cannes Lion. The countdown to Cannes 2013 has already begun. What are you doing about it?

I want to thank everyone on the team in Leo Burnett Chicago for being wonderful hosts to the 3Q12 GPC. It was
a truly enjoyable and memorable week for all of us, and we hope the GPC will be back in Chicago soon.

Please spend some time reviewing the inspiring 3Q12 7+ work on the following
pages. I’m proud of the great work here and all the teams that produced it.

Kind regards,

Mark Tutssel
Chief Creative Officer
Leo Burnett Worldwide

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We focus on ideas and acts that become part of the social fabric. GPC 3Q 12

HumanKind speaks to the world we live in today -
with all its glorious confusion, beauty, technology, and wonder.


Contents
The 3Q12 Global Product Committee 8

Susan Credle Leads Chicago’s Hottest Shop 9

The Black Couch Series: A Masterclass with Tony Malcom & Guy Moore 10

The One Show: Lessons from Legends 11

The 3Q12 8-Balls 13

The 3Q12 7+ Gallery 26

“People in my home town thought of Chicago as a kind of Rome to which all roads led,
with a side-order of Babylon - beckoning, majestic, maybe a touch or two wicked....
I like to think that the language of our ads has been ventilated in the fresh Chicago
breezes and rinsed in the clear waters of Lake Michigan. And touching this, it seems
to me that Chicago advertising draws up a lot of nourishment from the richness of
American folklore, restores it, and perpetuates it in a keen and lively sense....I like to
think that Chicago is a consumer city, not a colony of communication specialists, and
we aren’t huddled up in one-industry suburbs where a man can’t toss off a remark for
fear of hitting his boss. I like to believe that our city is a well-adjusted organism that
doesn’t need an analyst to tell it who it is and where it is going. ”

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The 3Q12 Global Product Committee
Mark Tutssel Guy Moore Andreas Pauli David Federico
Worldwide London Frankfurt Toronto

Tony Sainath Morgan Darren Wright
Malcolm Saraban Kurchak New York City
London New Delhi Toronto

Kamil Fuad Ahmad K.V. “Pops” David Skinner
Kowalcyzk Bangkok Sridhar New York City
Warsaw Mumbai

Malgorzata Kerri Soukup Rich Stoddart Fernando
“Gosia“ Chicago Chicago Bellotti
Nierodzinska Buenos Aires
Warsaw

Selim Rosalie Geier Susan Credle Tom Bernardin
Unlusoy Chicago Chicago Chicago
Moscow

Jon King Jennifer Ryan Wagman
Tokyo Skidgel Chicago
Chicago

8


Susan Credle Leads Chicago’s Hottest Shop
Susan Credle arrived at Leo Burnett Chicago in the fall of
2009, 24 years into a storied career that began at BBDO in
New York City. Her rise through the ranks at BBDO is the stuff
of legend: not every intern can fearlessly scale the ladder to
become the Executive Creative Director of one of the world’s
greatest agencies. Along the way, Susan collected virtually
every creative award in the business, and become renowned
globally as one of the masterminds behind the colorful M&M
characters that gave a long dormant brand a new lease on life.
She took M&M’s, an iconic old product with deep equities, and
transformed their rather formulaic approach to marketing into a
showcase for some of the smartest brand icons in advertising.
Where there were only red and yellow M&M characters before,
Susan and her team created a colorful ensemble of five, each
with a distinct voice, color, and story to tell. With this new cast,
she helped launch a new era for M&M’s that changed people’s
perceptions and gave the brand a platform to build on for
decades to come. It is this kind of experience and background
that led Mark Tutssel to hire Susan as the Chief Creative Officer
of the company’s flagship agency in Chicago. Another brand
with deep and valuable equities was looking for a leader to
spearhead a new approach.

In the three short years that Susan has led Leo Burnett Chicago’s formidable creative department, she’s helped
engineer a remarkable turnaround for the agency. After a prolonged period of lackluster new business growth,
the agency has won a stunning 16 new accounts since the summer of 2011. The new clients knocking on the
door are impressed with the creative work emerging from the office, specifically the way Leo Burnett has
rebooted it’s 50-year relationship with Allstate Insurance by creating the hugely popular “Mayhem” campaign,
which marks a big departure from Allstate’s more traditional approach of years past. That campaign is a great
example of the fresh, strategically sound, and creatively compelling work currently coming out of Leo Burnett
Chicago, and it’s created a wave of momentum throughout the agency. There is a growing sentiment around the
building that everyone is making tangible contributions to the creative product, no matter what their department
or job title is. In an agency the size of LB/Chicago, getting everyone on the same page is no small feat, and Susan
has accomplished this by fostering a sense of openness and accessibility, and by emphasizing the benefits of
collaboration instead of competition. She has repeatedly implored her teams to be generous with both their
ideas and talents, and her frank assessments and straightforward style are transforming a creative department
that for many years was a labyrinth of conflicting loyalties and ambitions. With Susan, what you see is what you
get: a soft spoken leader with a firm hand, with a track record of bringing out the best in the people around her.

9


The GPC presents the Black Couch Series:
3Q12: Guy Moore & Tony Malcolm

The GPC is proud to announce the Black Couch Series, a master class format in which notable GPC delegates
will be interviewed in front of agency audiences about their successes and insights into life and advertising.
At the 3Q12 GPC, the employees of Leo Burnett Chicago were treated to a hugely entertaining hour with one
of London’s longest tenured and most celebrated creative partnerships, between Guy Moore & Tony Malcolm.

Who is this dynamic duo? Tony and Guy have been a fixture at London’s top agencies for almost three decades,
rising through the ranks at multiple companies on the strength of their partnership and the award-winning work
they’ve created. They began their career at Leagus Delaney, then moved to Still Price Lintas, and subsequently
made stops at CDP, TBWA Simons Palmer Clemmow Denton and Johnson, and AMV BBDO, before forming
their own shop called Malcolm Moore. After a few years of running their own company, which was subsequently
bought out, Tony and Guy were hired by Wieden + Kennedy / London as senior creatives, and then in 2004
they were lured to Leo Burnett London, where they have been hugely productive and responsible for some of
the agency’s most lauded work of the past few years. As the authors of the universally acclaimed McDonald’s
“Favorites” spot (which won a Silver Lion at Cannes in 2010, and then the first ever Gold Creative Effectiveness
Lion in 2011), and the iconic Nike “Parklife” commercial from 1998, Tony and Guy spent an hour describing the
creative process behind these two successful films to a rapt audience. An unlikely odd couple with a hugely
endearing sense of humor, this talented pair has created outstanding work for some of the world’s greatest
brands. Pictured below are links to just a few of their celebrated pieces. At the inaugural Black Couch Series,
Tony and Guy shared a window into their creative process, a little glimpse of the fanatical attention to detail
and passion for craftsmanship that’s essential for anyone hoping to succeed for three decades in advertising.

10


The One Show: Lessons from Legends
Emily Isovitsch, the Managing Director of the One Club,
visited the 3Q12 GPC to deliver a brief presentation on
the One Club’s ongoing role as a champion of creative
excellence in advertising and design. The One Show is
one of the most prestigious award shows in the world,
and stands out from other festivals for several reasons.
Unlike many award shows, the One Show is run by a non-
proﬁt organization, and its judging sessions are conducted
by secret ballot, without the debates that characterize
so many other juries. This laser sharp focus on the quality of
the work goes hand in hand with the One Club’s mission,
which is to “celebrate the legacy of creative advertising and to use that legacy to inspire future generations.”
Emily was kind enough to spend some time introducing One Club activities to the GPC, such as the One Club’s
ongoing education initiatives for advertising professionals and its programs to strengthen and encourage more
diversity in the communication and design industries. After reviewing some of the One Club’s activities, Emily
showcased some of the amazing work that won pencils at this year’s One Show festival, held every May during
New York City’s Creative Week. The panel was delighted with the work she shared.

One of the One Club’s many collaborative projects is an inspirational speaker series entitled “Lessons from
Legends.” In conjunction with Google, the One Club sponsors this event, featuring creative icons describing
some of the lessons they’ve learned over the course of long and successful careers in advertising. The ﬁrst
speaker was Lee Clow (Chairman, TBWA/Worldwide) in Los Angeles, and this month, the One Club hosted
Mark Tutssel (CCO of LB/Worldwide) along with Bob Scarpelli (Chairman, DDB/Worldwide) in Chicago, where
these two industry titans discussed the potency of big ideas, and the contagious quality of truly inspirational
creative work. This kind of constructive creative dialogue, showcasing the talents working in communications,
is what the One Club strives to do, year after year, through all their endeavors,

11

We all
GPC 3Q 12

work
for
the
work.


ball gallery

McDonald’s Small Currency
Leo Burnett / Jakarta
Category: Promo & Activation

In Indonesia, due to the government’s ﬁscal policies, there is a
scarcity of small currency coins in circulation. This leads to stores
often giving customers candies instead of the small change they
are owed, as the stores simply do not have the coins available
to provide people with change for every purchase. McDonald’s
recognized this problem and decided to do something about it.
Working with Leo Burnett / Jakarta, the brand created unique
small currency notes that are exclusive to McDonald’s, for small
denominations, which can be used to purchase McDonald’s
products. Rather than giving out candies to customers in lieu of
coins, McDonald’s provides them with attractive bills that they can
use towards their next McDonald’s meal. This small currency gives
people value for their money, and ensures that the restaurant will
have repeat customers who will use these bills for menu items.

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McDonald’s - London 2012 Olympics We All Make the Games 1 / We All Make the Games 2
Leo Burnett / London
Category: Film

These beautiful commercials use real footage of Londoners watching and celebrating the 2012 Summer Olympics, in an innovative new
approach to sponsorship advertising. The big idea behind this campaign was to produce a series of five TV spots that changed and evolved
over the course of the Olympic games, each featuring different film content that reflected the shifting mood of the nation and the narrative
arc of the games. Exquisitely shot and edited on an incredibly tight time frame, these spots were part of the biggest and most ambitious out-
door ad buy in British advertising history, and the scale and ambition of this endeavor are truly astonishing. Even though these commercials
were crafted and produced in a matter of days, they are masterful pieces of quality filmmaking, each careful edit accompanied by an elegant
and understated voiceover that helps point out how every person experiences the games a little differently. The cameras capture a wide
range of characters, giving the spots a deeply authentic feel, as spectators, workers, athletes, and volunteers are all seen at authentic and
telling moments. These emotive films conclude with the line “we all make the games,” and the campaign as a whole covered a wide range
of channels and made impressive use of user-generated content. McDonald’s successfully captured the spirit of the 2012 games, and what
they meant to the people of the UK. The legacy of this campaign has raised the bar for sponsorship marketing, and positioned McDonald’s
as a brand that truly understand the authentic experience of the British people.
‘McDonald’s. We All Make the Games. Official Sponsor of the London 2012 Olympic Games.’

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A Q U A R T E R LY NEWSLETTER FOR THE GLOBAL PRODUCT COMMITTEE GPC 3Q 12

ball

Procter & Gamble - Capital Clean Up
Capital Clean Up

Category: Integrated

Before the start of the 2012 Summer Olympics, Procter
& Gamble launched a city-wide cleaning effort to tidy up
London prior to the arrival of delegates and spectators
from all over the world. This integrated campaign targeted
Londoners pride, and asked them to volunteer and put in a
few hours on a collective mission to beautify their city and
make it a little more presentable to the guests who would
soon arrive en masse. Using a variety of media channels,
and working with the local government, P&G’s concerted
PR effort and innovative outdoor executions helped the
city get a little more beautiful before the start of the 2012
games.

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Procter & Gamble - Secret Meanamorphosis
Leo Burnett / Chicago
Category: Interactive

Secret Deodorant has invested several years into building brand
awareness around the line “mean stinks.” Beyond the simple
product benefit described by this phrase, the line also serves as
a platform for the brand to advocate against bullying amongst
teenagers, an epidemic in schools across America. To bring
this platform to life, Secret crafted a 20 minute interactive short
film called “Meanamorphosis,” in which a particularly vicious
mean girl in high school, surrounded by a like-minded clique,
goes through an astonishing transformation when she realizes
that her bullying has literally made her smell. Viewers watch
this petty and vindictive girl become conscious of her actions
for the first time, as she is beset with a stench born from her
incessant bullying. This beautiful short film is Secret’s first foray
into branded content, and it’s a strong start, with great casting,
acting, direction, and pacing. The film is accompanied with a
classic scratch and sniff card, and viewers are invited to scratch
it at various points in the film to get a real sensory experience of
just how badly “mean stinks.”
Secret. Mean Stinks.

Procter & Gamble - Era Detergent Fight
Leo Burnett / Toronto
Category: Radio

The GPC loved this brilliantly written radio campaign from Leo Burnett Toronto.
Voiceover: “Attention men: if you have a dirty job, fall down a lot, love condiments but hate moderation, haven’t mastered the intricacies
of eating meatballs, sipping from a cup, or using a fork; if yelling ‘FOOD FIGHT’ in crowded cafeterias floats your boat; if you ever get
cats and skunks mixed up; ever say ‘what’s the worst that could happen’ before doing stuff; ever comment to a woman holding a glass
of wine, ‘you’re only a little husky’ followed by ‘oh, so that’s what a muffin top is’; or have a habit of wearing your local sports team’s
rival’s jersey to sports games on ‘Free Nacho Cheese Night’? Then you’re a complete mess. But that’s OK. Because Era Laundry Deter-
gent is for ‘how-did-that-get-on-my-shirt’ guys like you. Era fights man-sized stains with a lot of [sound effect of ass kicking] and loads of
[sound effect of face punching] but costs very little.
Era. A lot of fight, for a little dough.”

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Banco De Los Trabajadores - Préstamos
Lucky Soaps
Leo Burnett / Guatemala City

This Guatemalan bank promoted its new line of micro-loans in a
way that generated immense interest and word-of-mouth. Using
the insight that Guatemalans superstitiously buy special “lucky
soaps” from vendors, which promise to bring them things like
money, love, and good sex, the bank produced a limited number
of “lucky soaps” and sold them on the street. These soaps were
‘specially formulated’ to bring money to the people who bought
them, and when they were used, a hidden message emerged in
each bar, telling the user about the bank’s newly available loans.

Switzerland Tourism Horat the Weather Prophet
Leo Burnett / Zurich
Category: Public Relations

Martin Horat is a real, authentic Swiss “Weather Prophet”, who
predicts what kind of year lies in store for the Swiss people. In
a hugely popular spot from Leo Burnett Zurich, Martin divines
a great winter ahead through a masterful act of ant-whispering.
After this spot spread throughout Europe, a certain animal rights
group protested that people may begin to sit on ant hills after
seeing Martin Horat do it in this ﬁlm. The spot was pulled from the
airwaves to placate the group, but a groundswell of public support
and a concerted PR campaign from LB/Zurich forced the animal
rights group to back down, leading to the return of the ﬁlm online
and on the air. This PR campaign generated a large amount of
publicity for the Switzerland Tourism industry.

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Sun Snack Beijing Duck
Leo Burnett / Bangkok
Category: Interactive / Film

Tasked with launching Sun Snack’s new “Hypercharged Spicy Duck Flavor”
sunflower seeds, LB/Bangkok created an intriguing film that went viral across
Thailand. Shot and produced to resemble an authentic Chinese newscast, the
news clip presents a story about a rural farm in Southern China whose ducks
have mysteriously begun to emit flaming gas from their behinds. The ducks’ angry
owner believes chemical pollution is the cause of this unprecedented phenom-
enon, but Chinese government scientists refuse to accept this. The newscast
ends without any branding and leaves viewers wondering if what they saw was in
fact real. In just a few weeks, this video was watched over 500,000 times online,
and was even broadcast multiple times on Thai TV shows and news programs.
After a month of buzz building around this newscast, the film re-appeared with a
different ending, promoting Sun Snack’s new “Hypercharged Spicy Duck Flavor”.
The campaign led to an immediate 300% sales spike in Sun Snack’s products,
and millions of dollars worth of free PR for the brand. This hilarious campaign is a
great example of Thai advertising at its funniest.

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Symantec - Norton Omamory
Beacon / Leo Burnett Tokyo
Category: Design

An ‘omamory’ in Japanese culture is a protective good luck charm
that helps ward off evil spirits. Beacon Tokyo created a unique data
backup USB in the Japanese aesthetic of a traditional protective amulet
wrapped in an ancient turmeric dyed silk textile, treasured as a charm
against misfortune and used as Shogun’s battle flag to protect from
the enemy. The product was delivered in a box made of Paulownia
wood used to preserve treasured goods, as the wood is light yet strong
against humidity. Onto this box, Beacon printed ‘Stuff that matters’ and
the Norton logo. Each omamory was also blessed by a Shinto priest.

Nike Japan 9 Heroes: Creating the Courage to Win

In Japan, baseball players have a different ethos than their counterparts in the west. Team
unity is paramount, and individual performances are considered to be secondary concerns.
Nike wanted to change this, and chose to launch a campaign targeting high school baseball
players throughout the country. Schools were sent a box of 9 baseballs, with one ball for each
position on a baseball field. Each ball contained a custom QR code that linked to a position-
specific mobile site. Each mobile site contained training tips and advice from Nike athletes on
how to succeed and become stars at their position. The mobile sites also enabled players to
compete with other athletes at their position from other schools. The Nike 9 Heroes campaign
generated enormous interest around the country in the lead up to Japan’s most famous high
school baseball tournament, and helped change player’s attitudes towards individual success.

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Leo Burnett India - Gandhijifont
Different Views One Vision
Leo Burnett / Mumbai
Category: Design

LB/Mumbai created the Gandhiji font out of the iconic glasses of
Mahatma Gandhi, to give a new generation of Indians the opportunity
to see through the eyes of India’s founding father, while celebrating
his values. This 3D ambient installation features multiple planes of
glass laid out in a high traffic area, and requires people to step up
to see a vision of the Mahatma come to life before their eyes.
‘Sometimes truth lies in what you see, sometimes in how you see it. And sometimes it all comes together in one extraordinary human form.’

Patone Pantone Queen
Category: Print

To celebrate Queen Elizabeth’s Diamond Jubilee, Pantone chose to honor the Queen’s iconic sense of style by documenting 60 years
of her perfectly color-matched outfits. The brand released a unique, limited-edition Pantone color wheel detailing 60 of the Queen’s
famous single-color outfits, worn at notable events and appearances during her 60 year reign. The brand even got approval of their
project from the Queen herself, so that the Pantone Queen color guide became official Diamond Jubilee memorabilia, and became a
certified royally-endorsed product. The agency then sent limited edition Pantone Queens to influential bloggers and fashion writers,
which immediately generated immense press coverage for the brand throughout the UK and beyond.

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ComEd Metamorfridges
Category: Ambient Media

ComEd is Chicago’s electricity provider. The company sponsors a fridge-recycling program, in order to raise awareness of energy
efﬁciency and conservation. To promote the program, ComEd gave local artists an opportunity to transform old fridges into public
art. Their works were displayed on Michigan Avenue, in Chicago’s busiest pedestrian area. These recycled fridges, given new life as
ambient art pieces, challenged people to rethink how they use energy. Some became planters, while others became solar-powered
mobile phone chargers, cameras, seating areas, bike racks, or dog lounges. These beautiful pieces successfully raised awareness
of ComEd’s fridge recycling program, and simultaneously beautiﬁed the city with intriguing, thought-provoking one-of-a-kind art.
ComEd. Powering Lives.

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Diageo - Bundaberg Rum Magnificent Mixing Booth
Leo Burnett / Sydney
Category: Promo & Activation (Point of Sale)

Bundy Rum wanted to reposition itself as a mixer worthy of high-end cocktails, beyond the traditional Rum&Cola. To do this, Leo
Burnett Sydney created the “Magnificent Mixing Booth,” featuring the world’s first Gramophone Jockey, one of Bundy’s historic
original founders, transported from the 19th century to the present through holographic technology, and an expert in mixing both
drinks and music. The booth was featured at ‘Top Shelf Sessions’, Bundy dance parties where the world’s preeminent holographic
Gramophone Jockey rocked delighted crowds with great records and funny quips as party guests sampled unique Bundy cocktails.
Customized visuals, good music, high end Bundy drinks, and a totally unique vibe made these branded events a huge success.

Diageo - Smirnoff Smirnoff Boxes
Category: Design & Packaging

Working with the artist Beastman, LB/Sydney
crafted Smirnoff’s first interactive vodka packaging,
that lets people twist multiple shifting panels
around the vodka bottle. This unique rotating
box emphasizes the vodka’s ability to be the
perfect blank canvass for anyone about to mix
drinks. These limited edition bottles sold quickly,
and Smirnoff sales increased by 19.5%.

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Samsung - EcoBubble Washing Machine EcoBubble Label
Category: Design

Samsung has created EcoBubble technology, a groundbreaking innovation in washing
machine technology. For the first time, cold water can be used as effectively as hot water
to clean clothes, which saves a remarkable amount of energy, and is much gentler on
clothes. To promote this revolution in washing machines, Leo Burnett Chicago has
crafted ‘the washing instruction of the future,’ the EcoBubble care label for clothing.
From now on, you can dispense with the complex care instructions found on so many
garments, because the EcoBubble label is all you need. If you purchase a Samsung
EcoBubble washing machine, you will never have to sort laundry again. This beautifully
designed label was used as a centerpiece for an integrated campaign promoting the
benefits of Samsung EcoBubble washers.

Leo Burnett 77+ Anniversary Invitation
Leo Burnett / Worldwide
Category: Design

To celebrate Leo Burnett’s 77th anniversary, LB/Worldwide provided
every employee with an invitation containing a small block of
clay and a pair of Leo’s iconic glasses. The instructions then
invited each employee to celebrate the company’s 7+ decades
of creativity and craftsmanship by sculpting their own original
bust of Leo Burnett himself. The Chicago office embraced the
challenge, and hundreds of Leo Burnett sculptures were created
as the agency celebrated the spirit of “an inspiring day, beautifully
crafted.” The clay statues to the left are just a few of the hundreds
of statues created in honor of Leo Burnett and his rich legacy.

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Agora Hospitalities - Agora Place Asakusa What If IKEA Opened A Hotel?
Category: Design

Japanese business hotels are low cost, lousy accommodations for salary men, that offer little more than one night quick stays. Agora
Hospitalities asked Beacon / Leo Burnett Tokyo to create something different for their Agora Place Asakusa, and the agency delivered a
brand new solution to the client that perfectly caters to business travelers with a DIY concept that lets people customize their stay. This
idea of DIY hospitality lets customers arrange and select which amenities and services they want and need, and instead of being a full
service city hotel, this approach provides cost effective service that lets people design their own stay. Every item is for sale, and you can
buy only what you need. This new business model has great potential for this client, and is a great example of a HumanKind solution that
gives people what they want and need; a hotel that caters to every individual uniquely.

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IKEA IKEA Human Coupons

IKEA asked Leo Burnett Toronto to get 10,000 customers to attend
the opening of a new IKEA store on a Wednesday morning. The
agency came up with the idea of using human coupons as an incentive
to get people to show up. Instead of paper coupons, all you had to
bring was yourself, and you could get 60% off on opening day. This
brilliant campaign led 21,000 people to IKEA’s Richmond store on its
opening day, and vastly exceeded sales goals for the day.

IKEA Birth Announcements
Category: Print (Newspaper)

‘Congratulations on the birth of your coupon.
At the IKEA Richmond Opening on April 25th, everyone is a
coupon.’

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IKEA Bathroom Towel Graph

This interactive outdoor piece posed the question to people: which style of bathroom do you like more? You could answer the question by
removing a free giveaway towel off the shelf next to the style you preferred. It turns out that people prefer traditional and classic bathrooms
to more sleek and modern designs.

IKEA Redeem Yourself
Category: Print (Newspaper)

‘Redeem yourself.
At the IKEA Richmond opening on April 25th, if you’re one of the ﬁrst 1000 people in line you could
be worth anything from a free tasty treat to a $250 gift card.’

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Micasa Shredder
Category: Film

This spot for Micasa’s California Sofa discusses how children
love to play in inclement weather, in all kinds of dirt, and then
dramatizes the product beneﬁt of the sofa’s stain resistant cover
by shooting a huge volume of tree bark and mud at a typical
living room set up. The attendants in lab coats then demonstrate
that no matter how dirty the couch gets, a simple cloth can wipe
it down and leave it looking as good as new. Micasa.

Swiss Tourism Summer Holiday
Category: Film

The iconic characters from Swiss Tourism’s hugely popular “More Than Just Mountains” commercial are back in this new spot for Swiss
Tourism. This commercial shows the men diligently poring over the landscape, picking up leaves, scrubbing rocks, folding napkins, and
going above and beyond to ensure every tourist ﬁnds a spotless, impeccable country when they come to visit.
‘We do everything for your perfect summer holiday. Switzerland. Get Natural.’

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Procter & Gamble - Capital Clean Up Clean Up - Tube Station
Category: Print / Outdoor

As part of Procter & Gamble’s Capital Clean Up campaign prior to the start of the 2012 Summer Olympic Games, Leo Burnett London
utilized a variety of media channels to encourage people to volunteer in the city clean up effort. Here, they chose to write in the grime
on the walls of the London Underground. They identified a few select walls, and scrubbed out messages in the age-old accumulated
dirt, effectively dramatizing how much tidier the city could be with a little effort and elbow grease.

Procter & Gamble - Era Detergent Good Deal
Category: Radio

The brilliant writing of this radio campaign comes from the team at Leo Burnett Toronto, the 2011 LB Agency of the Year.

Voiceover: “Are you one of those guys? Those guys who cut their own hair; who buy underwear in packs of 100; pocket sugar packs
from coffee shops; only wear reversible clothing because it doubles your wardrobe; have a fake ID so you can cash in on senior
discounts; have ten course meals on grocery store samples; buy stuff just because it’s two for one, or two-in-one; buy three-ply toilet
paper then split the layers to triple your investment; reuse dental floss; reuse the 1926 calendar in 1993 because the dates matched;
reuse bath water, yours or other peoples; reuse the wax paper you sat on at the doctor’s office to wrap sandwiches? If you are that
guy, then you love a lot of bang for your buck, and should organize a carpool to the store and pick up some Era laundry detergent. Era
unleashed an epic amount of [sound effect of ass kicking] on dirt and loads of [sound effect of face punching] on stains for a very itty
bitty amount of cash.
Era. A lot of fight, for a little dough.”

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Kellogg’s - Olympics 2012 Swimmer
Lapiz / Leo Burnett / Chicago
Category: Film

In this beautiful Olympics sponsorship spot from Kellogg’s, featuring USA Olympic medalist Rebecca Soni, a plaintive voiceover asks,
‘why does the finish get all the glory: is the win all that matters?’ This beautifully written film takes you back to the beginning, where a
bowl of Kellogg’s cereal awaits the child who will eventually grow up to become an Olympic athlete.
‘For us, there’s no finish without the most important part of the day: the start. Kellogg’s. See you at breakfast.’

Kellogg’s - Special K Resolution

In 2011, Kellogg’s Special K asked women “what will you gain
when you lose?” At the start of 2012, the brand declared
January 2nd to be “National Weigh-In Day,” and asked women
to change the national conversation around weight loss. Using
multiple media channels, Special K constructed a campaign that
focused on the positive benefits that weight loss would deliver
to people, and helped launch a large social movement that
helped women achieve their goals.
‘Kellogg’s Special K. Join the movement.’

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Kellogg’s - Rice Krispies Cereal Lovely Rain
Category: Film

This beautiful spot from Leo Burnett London launched in the
midst of one of the wettest and rainiest summers in UK his-
tory, making its message quite potent to a nation buried in rain.
The soundtrack to this spot is South Africa’s Ladysmith Black
Mambazo singing “Beautiful Rain.” The ﬁlm documents multiple
families trapped indoors and in cars waiting for the seemingly
interminable rain to ease up. Lucky for them, Kellogg’s Rice
Krispies offers a cereal box that kids can color in.
“Pick up your rescue pack. Kellogg’s Rice Krispies.”
Kellogg’s -
Rice Krispie Treat Squares
It’s All Lies - Bus Tour

As part of the Rice Krispies Squares
‘it’s all lies - they’re not even squares”
campaign, Leo Burnett created
London’s newest tourist attraction,
a guided bus tour hosted by a TV
actor who provided both tourists and
locals with a deeply entertaining but
absolutely bogus tour of the UK’s
capital. Did you know that every book
in the British Library is edible? Or
that Buckingham Palace is the former
residence of Freddy Mercury? This
campaign earned great PR for the
brand, and delivered a memorable
experience to all its guests.

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McDonald’s - Big Mac Big Mac Song
Leo Burnett / Seoul

Korea has a deep, abiding love of singing competitions. To promote the Big Mac, Leo Burnett Seoul launched a competition to see
who could deliver the best version of the iconic ‘Big Mac Song.’ The competition became hugely popular, and generated a spike in
Big Mac sales as well as widespread publicity for McDonald’s in Korea. The winner of the competition eventually became a TV star,
and this campaign ultimately picked up a Lion at Cannes for Leo Burnett Seoul. Congratulations!

McDonald’s - Happy Price Menu Happy Sparrows

McDonald’s in India noticed a decline in the population of urban sparrows, as a lack of green spaces was driving the birds to migrate
to more hospitable areas of the country. The brand decided to encourage children to give these birds new homes, and with a few
alterations to the Happy Meal box, kids could transform their Happy Meals into makeshift bird houses. Beyond providing a toy in a
box, this design work helped make children’s Happy Meal experiences more enduring, while also serving the greater good.

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Stage Light & Magic - Pusswedilla Arsetolk
Leo Burnett / Colombo

“Pusswedilla” is a theatrical production from Sri Lanka that
chronicles the rise to power of a fictional political leader. The
play caused a great stir in the country upon its initial release,
as it addresses the country’s turbulent political scene and
uses satire and caricature to poke fun at many powerful
people. The success of the play led to sequels, and during the
production of the third sequel, the government of Sri Lanka
banned the play from being performed, ostensibly because
of ‘political sensitivities.’ Rather than surrender to this censorship, the play was altered, and rewritten so that it was set in a fictional
country, where the people spoke a language called “Arsetolk”. This new play was promoted using only the language of “Arsetolk,” and
by employing a variety of media channels, the general public was soon clamoring to see the production. Due to popular demand, the
government eventually relented on its ban, and the production was staged, with even the President of Sri Lanka buying tickets to see
the show. Who knew that “Arsetolk” could have such compelling results?

Symantec - Norton Omamory

An ‘omamory’ in Japanese culture is a protective good luck charm that helps ward off evil spirits. Beacon Tokyo decided to use this
cultural insight as the basis of an integrated campaign promoting Norton’s protective power over all digital data. The agency designed a
series of unique ‘Omamory USB sticks’, that helps users ensure that their data is securely stored and safe from viruses. The immaculate
craftsmanship of these omamories is a credit to Beacon’s design team, and the little details found on both the product and its packaging
reflect a deep and nuanced understanding of Japanese culture. This integrated campaign featured a beautiful TV spot, along with a
mobile app and interactive and POS elements.

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Telekomunikasi Selular Strong
Leo Burnett / Jakarta
Category: Radio

This simple but brilliant radio piece for Indonesia’s Telekomunikasi Seluluar features what sounds like a Jakarta newscaster delivering
a standard traffic report, until you hear cellular interference breaking up the broadcast. Instinctively, you believe your cell phone is
ringing. By the time you check your phone, the traffic report has ceased and you hear a voiceover tell you that with Telecom Selular,
‘there is no escape,’ because you have ‘a strong signal everywhere.’ This device is interruptive and makes great use of the ubiquitous
sound of cellular interference that has become so familiar to everyone.

Mobinil 8000 Street Directions
Leo Burnett / Cairo
Category: Film

This TV spot for Mobinil is constructed around the cultural insight that in Egypt, if you ask for directions, people will direct you some-
where, even if they’re not quite sure their information is correct. In this amusing spot from Leo Burnett Cairo, an unsuspecting driver
finds himself perched precariously on a cliff because of the suspect directions he received from a stranger. Avoid this with Mobinil,
which provides over 8000 street directions to destinations in Egypt. Mobinil.

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Google - Play Free-A-Tree
Leo Burnett / Moscow
Category: Interactive (Cell App)

Leo Burnett Moscow wanted to support the WWF in its effort to make people
conscious about the ecological cost of producing and reading paper books in
an age where digital books are easily available. For that purpose, the agency
created the Free-A-Tree mobile application, which can scan the cover of any
book in a bookstore, determine how many pages it is, and then tell you exactly
how much lumber it took to produce. The app then offers to let you buy an
electronic version of the book, and if you do, a percentage of the sale proceeds
goes to back to the WWF. You are also given a score by the app based on how
many e-books you purchase, and rather than contributing to deforestation, the
app shows you a virtual tree you’ve planted because of your decision to not buy
paper books. This brilliantly conceived and executed mobile application makes
a compelling case for buying e-books instead of paper books.

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Miller Brewing Company -
Keystone Ice
Game In Thumbwrestling

ARC / Chicago
Category: Design

Keystone Ice beer adds value into
every pack by featuring a fun cage-
match style thumbwrestling arena and
ring card girl that can be punched out
of every case.

James Ready Beer
JR Awesome Awards
Category: Interactive (Facebook)

James Ready is the beer of the
people, and goes out of its way
to make its drinkers a part of the
brand story. In that spirit, LB/Toronto
launched the JR Awesome Awards,
a Facebook-centric campaign that
rewarded people in quirky categories
like “Awesomest Worst Decision”
and “Awesomest Haircut.” People
submitted their own pictures to be
eligible, and the brand rewarded
them for participating. This is yet
another low-budget, perfectly targeted
campaign that consolidates James
Ready’s already loyal fanbase.

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Diageo - Bundaberg Red Rum Coasters
Category: Design (Point of Sale)

These beautiful bar coasters for Bundaberg Red rum feature brilliant copy and exquisitely crafted print visuals. As a point of sale design
pieces, these coasters offer rich, inviting brand stories for anyone who sets their drink down.
‘Bundaberg Red Rum. It’s as smooth as life is rough.’

Diageo - Bundaberg Rum 8-Ball Tipping
Category: Interactive (Web Banner)

Australian guys love rugby, and spend much of the rugby season online, wagering and looking for tips on who might win matches. Bundy
Rum crafted this interactive web banner to run on a Rugby tipping site during the entire rugby season. Clicking on the magic 8-ball
banner results in a Bundy founder offering up a different tip each week on who will prevail in a rugby match. This simple but entertaining
device, and the new website skin the agency created to make the banner feel seamlessly integrated resulted in high click through rates.

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Singha Corporation - Manchester United
Flood Relief Campaign Thailand, Be Strong

In the midst of the worst flooding to hit Thailand in half a century,
the Singha Corporation wanted to encourage Thai people to
stay strong in the face of adversity. To deliver this message, LB/
Bangkok enlisted Singha’s corporate partner Manchester United,
the most beloved football team in Thailand. The agency flew
to England and recorded messages of support from the MU
squad. These messages launched on YouTube the day the floods
hit Bangkok, and also ran on the digital boards at Old Trafford
Stadium. This perfectly timed PR campaign had enormous reach
across the world, and was a welcome bright spot for the Thai
people during a period of great turmoil and uncertainty.

Hallmark Cards He Said, She Said
Category: Film

This beautiful spot from Leo Burnett Chicago features two parents digging
through a box of their favorite Christmas ornaments, and telling their daughter
very different stories behind each one. A split screen juxtaposes the mother and
father’s differing accounts, and the beautiful casting, direction, and script of this
film give it the realism and authenticity characteristic of the best work Leo Burnett
Chicago has produced over the years for Hallmark cards.

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Cerebral Palsy Lanka Foundation Whistle Story Sony Entertainment - Kaun Banega Crorepati?
Leo Burnett / Colombo (Who Wants to Be A Millionaire?)
Category: Film Girl Child
Category: Film
This hauntingly evocative film shows a child in a wheelchair,
repeatedly blowing into a whistle as subtitles appear on screen LB/Mumbai’s groundbreaking campaigns promoting the game
translating his sounds into language. His whistles describe the show “Who Wants to Be A Millionaire” have tackled complex
motions of the rotating fan in front of him, and he slowly describes subjects as corruption and poverty in an ongoing dialogue with
his envy at the fact that the fan has more ability to move than its audience, to show that the game is not just about money, but
he does. The viewer is left with the striking realization that the about people, virtues, and opportunities. In their latest spot for
child is wheelchair bound, with nothing but the fan to keep him the show, the agency has bravely addressed the thorny issue of
company. The spot ends with an elegant appeal for time and sexual biases and gender discrimination in Indian society. The
donations. film shows a young woman growing up with great promise, who
‘40,000 children in Sri Lanka live with Cerebral Palsy. continually faces obstacles to achievement simply because she is
Please don’t keep them a secret. Help them live a better life. a woman. This moving film concludes with a stark message that
Call the Ceberal Palsy Lanka Foundation.’ emphasizes that knowledge is power, and that women have just
as much promise and potential as men. ‘Congratulations! It’s a girl.’

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Dartmouth Films - Cocaine Unwrapped Run for Your Life
Category: Film

A crowd of frightened Colombian people run down a dark London street, with expressions of panic unmistakably on their faces. As they
run, individuals fall to the tarmac, dead, seemingly struck down by an invisible event. As the crowd dwindles to just a few, they burst into
a house where a party is happening, The last few sprint up the stairs, and open the door to the bathroom just as someone inside begins
to snort a line of cocaine. The last runner collapses to the ground in a heap.
‘For every line of cocaine snorted in the UK an innocent life is taken in South America. You can’t ignore what’s under your nose.
www.cocaineunwrapped.com.’

Nike Japan Shoe Boxxxx: Trading On History
Category: Interactive (Facebook)

To promote Nike in Japan, Beacon created the Shoe Boxxxx,
an interactive Facebook application that featured 10,000
shoes, every shoe Nike has ever produced. This social app
enables people to dive into the brand’s storied history, and
celebrate each of its products by collecting virtual versions of
them, and trading them with users across the world. The Shoe
Boxxxx also offers select vintage Nike shoes for sale, and has
generated enormous web trafﬁc for Nike as well as far greater
brand awareness both in Japan and beyond. The exposure on
Facebook has reached 1.8 million people, and monthly offered
shoes are selling out.
Nike Shoe Boxxxx.

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Fiat - Palio Boob Job
Leo Burnett / Buenos Aires
Category: Film

In this controversial but hugely popular spot from Argentina, a young woman tells her boyfriend that although she knows he doesn’t
like the ‘fake’ women he sees on TV with surgically enhanced breasts, she still wants to get a boob job. The film cuts to a daydream of
the blissed-out boyfriend swan diving into a huge, imaginary set of breasts.
‘Fiat Palio. The car that comes to you in the best time of your life.’

Fiat - Linea The Ball
Leo Burnett / Istanbul
Category: Film

In this well-cast and beautifully directed film, a young boy asks
his father for a new ball after he has accidentally punctured his
old one. His father puts him into the back of a Fiat Linea and
they take a drive to the toy store to purchase a new ball. Soon
the new ball is also punctured, and the trip is reprised, over and
over again. The boy’s father can’t quite figure out why these balls
are so poorly made, but it turns out his son is breaking them on
purpose just to take joyrides with his father in the new car.
‘The all new Linea. Welcome to the family. Fiat.’

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A Q U A R T E R LY N E W S L E T T E R F O R T H E G L O B A L P R O D U C T C O M M I T T E E
GPC 3Q 12

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Istanbul Toy Museum Tribute to Masters - Barbie / Soldier
Leo Burnett / Istanbul
Category: Print

‘Tribute to Masters. Istanbul Toy Museum.’
In this beautifully crafted print campaign, new toys pay tribute to classic iconic toys from decades ago.

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Fox Movies Break Free - Alien 3 / Hollywoodland / The Matrix / Scary Movie 4
Leo Burnett / Dubai
Category: Print

‘Fox Movies. No Commercial Breaks.’
In magazines, ripped ads were placed in between pages displaying iconic movie scenes. By tearing out these promotional ads that
split movie scenes in two, this print campaign brilliantly dramatizes the beneﬁts of ‘break-free’ movies.

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GPC 3Q 12

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Woz Die Wochenzeitung
Always Critical Campaign -
Smartphone / Tablet / Notebook
Category: Print

‘Now you can comfortably read our articles
on your smartphone for which underpaid mine
workers had to excavate the commodity Coltan
in degrading circumstances.
‘Now you can comfortably read our articles on
your tablet that has been built by exploited Chinese
workers.‘
‘Now you can comfortably read our articles on
your power-consuming and electric smog producing
computer that later ends up as electronic waste
in Africa.’
‘Switzerland’s most critical newspaper.
Now online. Woz.ch’

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Chulabhorn Hospital - Cancer Patients Department
The Birth of Hope / Hope Can Fly / Tree of Hope / Hope Grows
Category: Print

‘Hair for Hope. Every strand of hair gives hope to cancer patients, a new hope for a new beginning.’
Leo Burnett Bangkok wanted to help cancer patients in Thailand pay for expensive chemotherapy treatments. The agency enlisted
a Thai artist who used the hair lost from cancer patients to craft unique sculptures which became the basis of a “Hair for Hope”
exhibit at a prominent Bangkok art gallery. These original pieces were ultimately sold, with all proceeds going to pay for further
chemotherapy treatments for patients who could not afford to pay for them. This campaign helped save lives, and the posters
above were used to successfully promote the exhibition.

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GPC 3Q 12

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Bajaj Electricals - Bajaj Fans
Eggs
Category: Print

‘Get your dining room back.
Bajaj Exhaust Fans.’

LB/Mumbai created a room where every
available surface was coated in egg
shells and egg yolks. For a look at the
making of this incredibly detailed print
ad, check out the video below.

Allstate Insurance Retro
Category: Print

‘Allstate. The modern way to protect yourself from Mayhem.’

This ad debuted in a retro-inspired issue of Newsweek. The magazine
took readers back to 1965 in both design and content to promote the
season premiere of Mad Men. Mayhem was re-imagined to show what
the campaign would have looked like it if launched in the Sterling Cooper
era. The layout, copy, and look of this work reﬂects the advertising
aesthetic of decades past, while also serving to remind people that if
you want protection from Mayhem, “you’re in good hands with Allstate.”

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Leo Burnett
The Leo Shop
Category: Design

www.theleoshop.biz
The Leo Shop is Leo Burnett’s
online destination for all things
agency-branded. The store
offers everything from baseball
hats and t-shirts to Moleskine
notebooks and farmer’s market
bags. Products feature designs
created by in-house talent
using classic LB iconography
like apples, stars, pencils, and
Leo’s glasses. If you need a
new laptop sleeve, or perhaps
an LB coffee mug, take a look
at the Leo Shop’s offerings at:
www.theleoshop.biz.

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Leo Burnett - Internal Promotions The Leo Book
Category: Design

LB/Sydney produced this exquisitely crafted portfolio book to present to potential clients during new business pitches. The book’s
3D cover was crafted using poured resin, and perfectly conveys the “ripple effect” of LB/Sydney’s “ideas that spread.” This stunning
book serves as a compelling showcase for the care and attention to detail that LB/Sydney lavishes on all of its work, and gives clients
a memorable ﬁrst impression of the impressive skill set Leo Burnett Sydney brings to bear on everything they do.

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Pencil Shavings: 3Q12 GPC, Chicago

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