Pencil Shavings: 4Q11 GPC, Sao Paulo

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 4Q 11

pencil shavings
A Letter from Mark
Dear Friends,

X marks the spot. The Octávio Frias de Oliveira Bridge, the only cable-stayed bridge in the world, spans the
Pinheiros River, and provided a spectacular backdrop to the 4th Quarter GPC meeting in Sao Paulo. Just
outside our meeting room, the bridge served as a daily reminder of the spirit of innovation that chacterizes
Sao Paulo, a 457-year old city filled with modern skyscrapers for as far as the eye can see. The years and
centuries don’t make the city what it is, it’s the people who live there that define it. Paulistas have nurtured
their city from its humble origins, and have transformed it into the biggest metropolis in Latin America, a city
laced with highways and helipads, and with the most important stock exchange in South America pushing
the Brasilian economy forward at a rapid clip. The growth that is happening here is astonishing. A case in
point is the way our Sao Paulo office recently relaunched itself as Leo Burnett Tailor Made, positioning itself
as a revamped agency with new leaders, a unique business model, and with a vision for the future steeped
in the spirit of entrepreneurship and innovation. Few things are as inspiring as fresh faces and new ideas, and
our week in Sao Paulo was filled with both.

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The Best of Brasil
Brasil is home to some of the most creative communications companies working in our industry today. To
succeed in this challenging environment requires not only great creative talent that can hold its own against
the best in the country, but business leadership that sets Leo Burnett apart from a raft of competing agencies. I’m
delighted with the direction Leo Burnett Tailor Made has taken under the dynamic leadership of new CEO
Paulo Giovanni, a charismatic entrepreneur with a clear vision for growing businesses according to the unique
needs of each client. There’s been an infusion of new talent and energy into our Brasilian operation, and it was
noticeable from the moment we first set foot in our Sao Paulo office. After plying the GPC group with freshly
made caipirinhas, Paulo made an eye-opening presentation documenting how Leo Burnett Tailor Made was
shaking up the entire Brasilian marketing industry by developing
customized, bespoke business plans for each of the agency’s
clients. Since formulating this approach, the agency has been
winning new business pitches at an incredible pace, with iconic
brands like Gillette, Disney, IVECO, and Nova Schin Beer choosing
Leo Burnett Tailor Made as their agency of record. To really
appreciate the reasons why our Sao Paulo office is one of the
fastest growing agencies in Brasil, have a look at the agency
profile later in this edition of Pencil Shavings.

Paulo concluded his presentation to the GPC with a stunning growth forecast, and then announced that he had
a little surprise for the group to welcome us to Brasil. He threw open the conference room doors and we turned
to see a contingent from the Vai Vai Samba School in full carnaval costume standing in the agency foyer, with a
corps of 10 drummers and six dancers ready to start a full-on carnaval party on the agency’s top floor. Rhythms
filled the air, dancers wove through the room, and within minutes the entire panel was gleefully dancing with
joyous abandon. On behalf of the group, I want to thank Paulo Giovanni, Marcelo Reis, Marcello Magalhães,
Pablo de Arteaga, Fernando Sales, Ruy Lindenberg, Hilton Fuks, and Flavia Meirelles for being perfect hosts
and for giving each of us an experience of Brasil that we will remember fondly for the rest of our lives. Obrigado!

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2011: The Year In Review
As 2011 comes to a close, it’s time to reflect on the past year, and all its accolades, highlights, low points,
and memories. I choose to remember 2011 through its most vivid moments, most of which were celebrations,
because there’s something really powerful and deeply rewarding about seeing people get the recognition
they deserve. When Leo Burnett wins awards, it’s not only validation for the quality of the work we do, it’s
also a testament to the people who poured blood sweat and tears into an idea to give it life. I celebrate those
triumphs for what they represent: teamwork, vision, brilliant thinking, and a lot of long, lonely hours spent
crafting and re-crafting an idea until it is worthy of bearing the Leo Burnett name. I am lucky to have so much
to celebrate this year, and for that I thank you.

The Cannes Lions Festival was a highlight this year, with the Leo Burnett network winning 45 Cannes Lions
and securing a record breaking 58 shortlisted pieces. 19 offices worldwide contributed to this performance,
and it made me so proud to see Leo Burnett Melbourne receive a Cannes Grand Prix for their brilliant “See
the Person” campaign for Scope. There were a record 30,000 entries to the festival this year, and it’s a huge
testament to the quality of our product that out of so many submissions, Leo Burnett was ultimately awarded
a Grand Prix, 10 Gold Lions, 16 Silver Lions, and 18 Bronze Lions across a range of channels. That is a
performance to be proud of.

In 2011, we won 11 major Grand Prix awards, at festivals and shows across the planet, and I was so proud
to see our offices receive Agency of the Year nods in Canada, Australia, Russia, China, Thailand, Poland,
Switzerland, Lebanon, Spain, and Portugal. When the 2011 Gunn Report rankings come out, I believe we
will once again have the greatest number of worldwide offices contributing to our creative reputation. We are
a network unlike any other, with an enviable sense of community that connects us to our friends across the
world. This is the nature of Leo Burnett Worldwide. We share a common heritage and DNA, and we celebrate
the successes of our peers as we would honor the accomplishments of our own family.

I look forward to 2012 with confidence. All over the world, Leo Burnett is poised for greatness, with the foundations
and talent in place to produce communication that moves and inspires people, that enhances and enriches
lives, and that is recognized all over the world for demonstrating how creativity has the power to change
human behaviour. I commend all of you for all your hard work this year, and for your dedication, talent,
and passion. I wish you all a happy holiday season, and I look forward to seeing what the new year brings.

Kind regards,

Mark Tutssel
Chief Creative Officer
Leo Burnett Worldwide

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HumanKind GPC 4Q 11

doesn’t interrupt people,
it involves them.


Contents
The 4Q11 Global Product Committee 6

Tailor Made:
Crafting Bespoke Business Plans for Brazil 7

Postcards from Potoroz:
New Europe Thrives at the Golden Drum 8

Advertising & Design Club of Canada:
Leo Burnett Toronto Wins Agency of the Year 9

Profile: Laurence Klinger
HispanicAd’s 2011 Creative Director of the Year 10

The 4Q11 8-Balls 11

The 4Q11 7+ Gallery 16

“To be really creative, I believe you have to learn to listen to that
voice. To trust it - and to act on what it tells you. And when you hear
yourself saying out loud ‘I just wrote a great piece of copy,’ and that
wee, small voice says: ‘it could be a lot better...’ Well, what you do
about it at that point marks the difference between an enlightened
professional and a so-so writer.”

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The 4Q11 Global Product Committee

From left to right: Fernando Bellotti (LB/Buenos Aires), Fuad Ahmad (LB/Bangkok), Erick Rosa (LB/Lisboa)

Jose Daniel (LB/San Juan), Wanda Reichard (LB/San Juan), Mauricio Sarmiento (LB/Bogota)

Adam Tucker (LB/London), Peter McHugh (LB/Detroit), Fernando Hernandez (LB/Bogota)

Beppe Urso (LB/Chicago), Elle Bullen (LB/Melbourne), Marcelo Reis (LB/Sao Paulo)

Mark Tutssel (LB/Worldwide), Kieran Ots (LB/Sydney), Ruy Lindenberg (LB/Sao Paulo)

‘Golf’ Sanpathit Tavijaroen (LB/Bangkok), Nuno Ferreira (LB/Chicago), Jennifer Skidgel (LB/Chicago)

Susan Credle (LB/Chicago). Not Pictured: Bechara Mouzannar (LB/Beirut), Paulo Giovanni (LB/Sao Paulo)

Rosalie Geier (LB/Chicago), Uli Barth (LB/Mexico City)

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Tailor Made:
Crafting Bespoke Business Plans for Brazil
“If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and 5 minutes thinking
about solutions.” - Albert Einstein

In the spring of 2011, Leo Burnett in Brazil announced that for the first time in its 38-year history in the
country, the company would accept Brazilian partners as partial-owners of Leo Burnett’s Sao Paulo agency.
After almost four decades of success as a shop wholly owned by Leo Burnett Worldwide, this significant
change was prompted by an opportunity to partner with Paulo Giovanni, a legend of Brazilian advertising.
Paulo began his career as a radio and TV host, before founding Giovanni Communications, which later became
Giovanni+DraftFCB. After selling his agency, Paulo founded Mix Brand Experience and Pop Trade
Marketing, two below the line agencies that quickly became enormously successful endeavors specializing
in activation, events, and point of sale marketing. In 2010, Paulo began developing an agency called “Tailor
Made,” around a conceptual business model that would develop customized, bespoke, tailor-made marketing
to suit every client’s unique needs. Leo Burnett Sao Paulo was enthralled with this concept, and after a
relatively short negotiation process, the two agencies merged into a single entity.

The announcement of the creation of Leo Burnett Tailor Made sent ripples through the Brasilian marketing
industry. Paulo Giovanni’s long track record of entrepreneurial success combined with Leo Burnett’s large
client list and world class creative reputation make for a formidable business juggernaut. The stated business
goals of Leo Burnett Tailor Made are to become one of top 5 agencies in Brasil within 3 years, and the
leadership team has set a goal for annual 20% growth.

Since the announcement of this joint venture, the agency has
been winning new business at an incredible pace. The strength of
Paulo Giovanni’s “Tailor Made” business model is a primary sell-
ing point, as potential clients are lining up to hear how the agency
can customize a unique communications campaign that works with
specialists in all channels to reach each brand’s desired audience.
Business is booming, the growth forecasts are stunning, and there’s
a vibrancy in Leo Burnett’s Sao Paulo offices that can be directly
traced to the influx of talent that arrived with the Tailor Made model.

While Paulo Giovanni will serve as CEO of the new agency, Ruy
Lindenberg and Marcelo Reis are its VP Creative Directors. The
other partners are Planning VP Marcello Magalhães, Media VP
Fernando Sales, and Operations & Account Services VP Pablo de
Arteaga. This talented team has opened up a new chapter for Leo
Burnett in Brasil, with infinite possibilities on the horizon.

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˘
Postcards from Portoroz:
New Europe Thrives at the Golden Drum
In early October, the Golden Drum Festival in Slovenia crowned Leo Burnett as “Network of the Year,” and
the most successful agency network in New Europe. At the most prestigious creative show in the region,
Leo Burnett offices from Warsaw, Kiev, Moscow, Bratislava, Istanbul, and Beirut were all recognized and
awarded for the outstanding work they’ve produced over the past year. In total, the network won 2 Grand
Prix, 5 Gold, and 9 Silver awards, which is testimony to the prolific creative talent residing in Leo Burnett in
New Europe.

Leo Burnett Warsaw was ranked as the
second most awarded agency at the Golden
Drum, and won a remarkable two Grand
Prix awards, in Press and Direct. The lovely
“Colours” print campaign for P&G Dreft was
hailed as the best press work in the festival,
and the brilliant, future-facing interactive
campaign “Secrets Behind Paintings” for
the National Museum of Krakow picked up
Golds in Integrated, Innovative, and Direct,
along with the Direct Grand Prix and the
festival’s “Golden Watch Award” for best of
show. Pawel Heinze, the ECD of Leo Burnett
Warsaw deserves recognition for his office’s
strong showing this year. Congratulations to
all the Leo Burnett offices in New Europe for
their outstanding performance in 2011.

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Advertising & Design Club of Canada:
Leo Burnett Toronto Wins Agency of the Year
On November 4th, Leo Burnett Toronto was named Agency of the Year at the 62nd Annual Advertising & Design
Club of Canada awards. This prestigious honor is a testament to the brilliant leadership of LB/Toronto’s longtime
Chief Creative Officer, Judy John, who earlier this year also assumed the role of the agency’s CEO. Judy has
been highly regarded as one of the top talents in Canadian marketing for many years, and over the course of her
tenure at the helm of Leo Burnett Toronto, she’s put together a formidable team of talented people. It’s one thing
to produce great work yourself, but coaxing brilliance out of the people around you requires a different skill set.
Judy has stocked her creative department with world class talents like Anthony Chelvanathan and Steve Persico
(the savants responsible for the James Ready Beer campaign), and the recent addition of noted designer Lisa
Greenberg has helped bolster an already impressive creative department. Former LB/Toronto ECD Israel Diaz,
now the Chief Creative Officer of Y&R/Canada, had this to say about his many spent years working with Judy:

“I consider myself very fortunate to have had the opportunity
to work alongside Judy. She is one of the smartest, most
passionate, ultra-competitive but grounded human beings
you’ll ever meet. Few will ever know how incredibly long and
hard she has worked at building a world-class Creative
department and Agency, so it’s great to see her on a roll and
reaping so much success. She has truly earned it.”

To any delegate who has been to a GPC meeting this year,
it’s no surprise that Leo Burnett Toronto was recognized by
the ADCC as the best agency in Canada. Over the course of
2011, LB/Toronto has picked up a whopping 51 7+s from the
GPC, including an astonishing seven 8-balls since January.
This level of sustained success speaks to a larger truth about
the agency: everyone in the company shares a deep, abiding
love for what they do. HumanKind communication is not just
an abstract idea, but a common focus for everyone who has a
hand in the work. We applaud LB/Toronto for their outstanding
performance in 2011, and in particular, we tip our hat to Judy
John for bringing out the best of everyone around her.

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Profile: Laurence Klinger
HispanicAd’s 2011 Creative Director of the Year
In mid-October, Laurence Klinger was named Creative Director of
the Year by the Association of Hispanic Advertising Agencies. As the
founder and long-time Chief Creative Officer of Lápiz, Leo Burnett’s
Hispanic Division headquartered in Chicago, Laurence has had a long
and storied career as one of Latin America’s most awarded creative
professionals. He began his journey in advertising as a copywriter
at the legendary agency Duailibi, Petit, Zaragoza. Later, he headed
the creative departments of LSG/BBDO and Almap, and was one of
the founders of the Creative Club of São Paulo, now in its 31st year.
In 1988, he joined Leo Burnett, where he led the agency’s nascent
Hispanic Division for four years before departing to form the highly
successful international arm of W/Brasil. In 1999, Laurence returned
to Chicago to start Lápiz, which has since become the number-one
multicultural creative agency in the USA, with more than 200 major
awards at the most important advertising festivals around the globe.
In the last year alone Lápiz was honored with two Gold Lions, two Radio
Mercury awards for the same spot (a first in the history of the event)
“One doesn’t discover new lands without and 27 other awards in the USA, Argentina, Spain, England and Ireland.
consenting to lose sight of the shore for a Laurence’s leadership has played a critical role in Lápiz’s growth and
very long time.” – Andre Gide
success since its inception.

The Leo Burnett network would like to congratulate Laurence for his recent induction into HispanicAd.com’s
Hall of Fame. To be voted by your peers as the best in the business is testimony to both the quality of your
work and the strength of your character. This Sao Paulo-born writer is sometimes self-deprecating, but slip
him a few martinis and you’ll soon see why he is beloved from Brasil to Barcelona. A published fiction author,
Laurence moves through the world with a signature charm and wit that infuses both his work in advertising
and all his dealings with people. The GPC salutes Laurence Klinger for his many years of service in helping to
grow Lápiz from a small operation with a single client into the premiere Hispanic agency that it is today.

Laurence Klinger’s fiction available on Amazon.com:
Still Life With Fish & Other Stories,
&
The Dignity of the Wounded.

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Micasa Names / Marlene
Leo Burnett / Zurich

Category: Integrated / Film

Micasa is a Swiss furniture store whose products all have the
names of people. To encourage people to visit the store, Leo
Burnett/Zurich created a sales promotion where anyone who
happens to have the same name as a Micasa item can purchase
that product for half price. A hilarious TV campaign helped raise
awareness of this unique promotion, which resulted in a sizable
sales spike and a much greater awareness of Micasa throughout
Switzerland.
“Micasa. Now, 50% off any article with the same name as you.”

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7-Eleven - Slurpee
Bring Your Own Cup Day
Leo Burnett / Melbourne

Category: Promo & Activation

As competiing cold drinks began to chip away at Slurpee’s market share,
7-Eleven needed to orchestrate a big act to remind people that there’s
only one Slurpee. Slurpees have always been about the personalization
of flavor and color, so why not allow people to customize their experience
even further, by giving them an opportunity to bring their own cup for
one day of the year? On Bring-Your-Own-Cup Day, people showed up
with boots, briefcases, tea kettles, water coolers, and much, much more,
and they all left with their receptacles brimming over with delicious cold
Slurpee drinks. The spike in sales and the quirky appeal of the promotion
resulted in the largest single day Slurpee sales in 7-Eleven’s history,
anywhere in the world.

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Procter & Gamble - Bonux Detergent
Campaign
Leo Burnett / Brussels

Category: Film

This brilliantly simple campaign eschews the use of pretty models, catchy songs, beach vistas and expensive voiceover artists in
favor of a straightforward no-nonsense approach that relies entirely on a claim emphasizing the product’s effectivenes, with no
bells and whistles to get in the way of the message. Why spend money on expensive advertising if the product can sell itself?
“If the detergent really works, that’s the only proof you really need.”
“Bonux. It’s clean, fresh, and affordable.”

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Kellogg’s - Rice Krispies Squares Bars No Rights No Women No Rights No Women
Free Boat Leo Burnett / Beirut
Leo Burnett / London
Category: Integrated
Category: Film
Women in Lebanon have a legal status that is deeply inferior
A cheesy music track accompanies footage of a woman savoring
to men. To dramatize and address this inequality, LB/Beirut
Rice Krispies Squares Bars on the deck of a boat. A voiceover
created a movement called “No Rights No Women,” and used
offers an incredible deal: buying two Rice Krispies Squares Bars
social media and online platforms to raise awareness of gender
will win you a free boat! The spot comes to an abrupt end when
injustices in Lebanese law. Highly publicized acts on International
a second announcer declares:
Women’s Day vividly brought the campaign to life, and ultimately
“It’s all lies! They’re not even square.”
helped to pressure lawmakers to revoke Lebanon’s unjust laws.
“Kellogg’s Rice Krispies Bars. Seriously Chocolatey.”
This campaign successfully started an international conversation
on the legal status of women in Lebanon.
Troy Library
Adventures In Reverse Psychology
Leo Burnett / Detroit


The City of Troy, Michigan was facing a budget shortfall, and
was considering closing the Troy Public Library because of
a lack of funds. Even though the necessary revenues could
be raised through a miniscule tax increase, powerful anti-tax
groups in the area were organized against it. A vote was scheduled
amongst the city’s residents, to shut the library or to accept
the tax increase, and LB/Detroit decided to support the library
by creating a reverse psychology campaign. Yard signs began
appearing that read: “Vote to Close Troy Library on August 2nd
- Book Burning Party on August 5th.” No one wants to be a part
of a town that burns books, and the outraged citizens of Troy
pushed back against the “idiotic book burners” and ultimately
supported the tax increase, thus ensuring the library’s survival.

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Australian Bureau of Statistics - Census James Ready Beer Spelling Bee Lottery
Spotlight Leo Burnett / Toronto
Leo Burnett / Sydney
Category: Interactive
James Ready Beer prints quirky messages on the insides of its
How do you get a country excited about a census? How do you bottle caps. This summer, the brand began printing letters, numbers,
increase participation in the droll process of gathering data? and punctuation on the bottle caps, as part of a bi-weekly
This brilliant interactive piece from Leo Burnett/Sydney is called spelling bee competition for the brand’s most loyal drinkers.
“Spotlight,” and manages to gather information from people Every Tuesday and Thursday, on JR’s Facebook page, a new
while delivering a personalized experience that puts the country’s word and a new prize is unveiled, and if you can spell the word
information into a context that is both entertaining and relevant. using bottle caps, you win a prize! This integrated campaign cost
“Spotlight” asks the user a series of questions, and then guides nothing to run, but drove sales, increased the brand’s Facebook
them through a customized animated journey based on their fans, and provided drinkers with an engaging way to interact with
answers, while using statistics to entertain and inform. the brand.

Scope
Ability Symbol QR Code


Scope is an organization that supports disabled people, and has
crafted multiple campaigns emphasizing that communities need
to see beyond people’s apparent disabilities to appreciate their
talents and humanity. To dramatize this idea, Scope decided to
transform the meaning of the universally recognized disability
symbol, by placing interactive stickers on top of the symbol
wherever it appeared. When scanned by smart phones, these
QR stickers led to videos of disabled people doing extraordinary
things. This activation campaign perfectly expresses Scope’s
motto: “See the person, not the disability.”

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Swiss Life Life Turns In A Sentence

Category: Print

This print campaign uses copy to dramatize how quickly life can change, which is why you should consider purchasing a flexible
financial plan from Swiss Life. The circumstances of your life can shift in a moment, just as a single sentence can start out saying
one thing and then end up saying the exact opposite. Change happens fast, which is why you need Swiss Life’s services.
This brilliant print campaign from LB/Zurich picked up the Grand Prix at the Epica Awards two weeks ago.
“For all life’s twists and turns. Flexible financial plans. Swiss Life.’

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

Category: Film
Egypt Foods asked Leo Burnett/Cairo to produce a TV campaign
promoting Cono snacks, with the caveat that each spot had to
end with the phrase “Cono is Different.” The agency delivered
seven hilarious and unique commercials, and in the process laid
the groundwork for one of Egypt’s most absurd and successful
marketing campaigns.

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Micasa Antonio Orlando Julian / Carlotta

Category: Film

To encourage people to purchase furniture from Micasa, Leo Burnett/Zurich created a sales promotion where anyone who has the
same name as a Micasa item can purchase that product for half price. In the first spot, a man named “Antonio Orlando Julian Oskar
Samuel Salamanca” proudly holds up his passport, delighted to find a slew of items bearing one of his many names. In the second
spot, a smooth-talking attractive man befriends a frumpy girl in a cat sweater named “Carlotta”, because he’s in need of a dresser.
“Micasa. Now, 50% off any article with the same name as you.”

IKEA
Moving Day - Wild Postings
Leo Burnett / Toronto

Category: Outdoor

July 1st in Quebec is known as “Moving
Day,” because every year on that weekend,
225,000 people relocate into new homes or
apartments. In a city of 1.8 million, so many
people moving on the same day makes
everything more complicated. To move IKEA
into the hearts and minds of Quebecers, IKEA
gave away boxes. The boxes were printed
with headlines, and ran as billboard media
pieces that encouraged people to take them
and use them.
“Take a box. Have a great move. IKEA.”

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Smith Restaurant & Bar
Smith - Interior / Smith. Food For the Everyman

Category: Design / Packaging

Leo Burnett/Toronto developed the look and visual identity of
Smith Restaurant & Bar, through carefully crafted interior design
work that embodies the restaurant’s motto:
‘Smith. Food for the Everyman.’
The agency also developed the restaurant’s menu, printed on a
disposable paper table cloth that portrays the restaurant’s dishes
using understated black and white images.

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Procter & Gamble - Bonux Science Box / White Sheet
Leo Burnett / Brussels

Category: Film

Bonux explains that it won’t hire scientists to use big words to try and explain how the detergent functions. Nor will it build a spot
around a white sheet flapping on a laundry line in the breeze, unless the advertiser really insists on having one in a commercial.
Do people really need to see cliché detergent commercials, if the product does its job?
“If the detergent really works, that’s the only proof you really need. Bonux. It’s clean, fresh, and affordable.”

Procter & Gamble - Ace
Grubby Bra
Leo Burnett / Sao Paulo


Soap operas are hugely popular in Brazil.
Ace decided to use this insight as the basis
for an integrated campaign promoting the
detergent’s claim that it leaves all your
clothes sparkling white. The campaign
began with a soap-styled commercial in
which a mother finds a “grubby bra” in
her son’s room, and immediately pulls
it out, runs to a neighborhood cafe, and
publicly confronts him about it. Whose
grubby bra is this? Multiple women deny
ownership of it, prompting a nationwide
debate over the identity of the mystery
woman who doesn’t use Ace.
Which actress is it?

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Hallmark Give & Get
Chrysler - Jeep Never Adapt Leo Burnett / Chicago
Leo Burnett / Milan
Category: Film
Category: Film
A split screen details the journey of a greeting card from the
A gorgeous film from Leo Burnett/Milan urges us to examine
person writing it to the person receiving it. This elegant and
the constraints we willingly place on ourselves. A compelling
beautifully constructed spot showcases how personal the act
voiceover observes that great discoveries are often born from
is of giving and receiving cards. The juxtaposition of viewpoints
moments of liberation and abandon, yet those experiences are
gracefully reminds viewers of all the emotional possibilities
fleeting for most. But some brands are steeped in that freedom.
encompassed in this age-old exchange.
”We don’t accept conventions, and that’s why we feel alive.”
“Life is a special occasion. Hallmark.”
“Never Adapt. Jeep.”

Richiemont Italia Spa - Mont-Blanc - Chrono
The Beauty In A Second
Leo Burnett / Milan

Category: Film

“The Beauty In A Second” is an artful campaign designed to
showcase Mont Blanc’s latest timepiece, while dramatizing
what time actually means to people. By creating the world’s first
“one-second film festival,” the brand challenges people to really
explore how much beauty can be captured in a single moment.

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Atitude Brasil - Public Service
Let’s Do It Brasil


“Let’s Do It” is an international civic movement focused on
cleaning up waste and beautifying the planet. Leo Burnett
Sao Paulo wanted to highlight the problem and build support
for a cleanup action in Brazil, and chose to dramatize the
problem of excess garbage by placing huge garbage bags
in ambient locations. Print and poster ads helped emphasize
the point that “the world has become too small for so much
garbage,” and celebrities and politicans were enlisted to
lend their voice to the movement. This campaign has spread
across Brazil and has resulted in tens of thousands of
volunteers helping to collect hundreds of tons of waste.

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Elections Ontario
We Make Voting Easy


Leo Burnett/Toronto was hired by Elections Ontario to make the task of voting easier for Canada’s diverse, multiethnic population. The
agency designed multiple tools and collateral pieces across a range of channels to help people understand how to vote and where to
do it. Online and offline components helped people understand what they were voting about, answered frequently asked questions,
and provided in-depth information about issues. This comprehensive corporate identity for Elections Ontario succeeded in simplifying
the voting process, and made the subject matter much more accessible and easy to understand for Ontario’s population.

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Diageo - Bodega Navarro Correas James Ready Beer
Art With Wine Immortalizing JR’s Awesomest Drinkers
Leo Burnett / Bogota Leo Burnett / Toronto

Category: Ambient Category: Design / Packaging

This interactive art installation encourages people to paint-by- James Ready Beer wanted to celebrate the unique relationship
numbers, using their cell phones and 256 shades of wine to the brand has with its most loyal customers, so it asked people to
craft a beautiful image out of 1000 cells affixed to an outdoor submit pictures and 100-word rationales for why they ought to be
billboard. By sending text messages to a robotic device that considered as “JR’s Awesomest Drinkers.” The best submissions
fills individual cells with wine, the painting slowly takes shape. appeared on thousands of commemorative James Ready beer
“Bodega Navarro Correas. Art for inside and outside.” bottle labels that paid tribute to JR’s most dedicated fans.
“James Ready Beer. Immortalization never tasted so good.”

Alpina S.A. - Bon Yurt Neon
Leo Burnett / Bogota

Category: Film (Viral)

A nondescript white room is transformed into a
gigantic luminescent graphic equalizer in this viral
commercial for Bon Yurt neon yoghurt. A group of
artists in lab coats rig up a complicated series of
tubes, and connect them to blenders that are busy
liquefying vast quantities of glow sticks. The lights
dim, a DJ turns up the volume of a dance track,
and soon neon liquids are splattering onto every
available surface in the room.
“Bon Yurt Neon. In neon, the world is different.”

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Diageo - Bundaberg Five
One Arm

Category: Print

‘Filtered once for every finger you got.’
‘Bundaberg Five.
Clear Rum. Clear Character.’

Diageo - Bundaberg Five
Dolphins

Category: Print

‘Raw like the sashimi of rum.’
‘Bundaberg Five.
Clear Rum. Clear Character.’

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Allstate Insurance
Mayhem Wine Bottle
Leo Burnett / Chicago

Category: Design / Packaging

This impeccably crafted wine bottle was created
for Allstate’s CMO to distribute to business
partners as a gift that expresses the popular
appeal of Allstate’s mayhem campaign.
‘The wine you’re about to enjoy should not exist.
Halfway through the growing season, wildfires
ripped through our vineyard. At the winery, our
grape crusher slipped and broke his collarbone
before the ferment was stolen and later recovered
in Mexico. On its way to the bottling plant, the
delivery truck swerved to miss a pothole, drove
off a small cliff, rolled four times and exploded.
Yet, the barrels remained unscathed.
The question is not what to drink it with, but
whether to open it at all. Mayhem Red.’

Arts Centre Melbourne
Spiegel Box

Category: Direct Mail

To solicit corporate sponsors for the
world-famous Spiegeltent, a showcase
of bizarre and exotic curiosities from
around the world, LB/Melbourne crafted
the “Spiegel Box,” a direct mail piece
sure to pique the curiousity of the CEOs
who received it. Within the box: two-
headed goat jerky, premium authentic
petrified Arabian toenail clippings, an
edible toupee, voodoo doll pins, lady
beard soap, and much, much more.
The box succeded in its objective, with
the show securing the sponsors it needed
in record time. Because who doesn’t
love a free bottle of “Unholy Water”?

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Scope Thermo CD

Category: Direct Mail

Tasked with getting national radio exposure for the band Rudely Interrupted, Leo Burnett/Melbourne crafted a direct mail piece
printed with heat-sensitive ink, and sent copies of the band’s debut album to radio DJs across Australia. At first glance, the disk is
jet black, with the outer sleeve containing the cryptic line: ‘By the end of this track, you’ll see things differently.’
After listening to the disk, the heat from the CD players releases a message printed on the disk:
‘You just heard the band Rudely Interrupted. 5 of the 6 members live with disability. Please share their amazing talent with the nation.’
This direct mail piece generated airplay on over 50 radio stations across the country.
‘Scope. See the person, not the disability.’

McDonald’s - Community Football
Helping Young Footballers Shine - Sticker Book
Leo Burnett / London


As part of McDonald’s ongoing community football initiative in
the UK, Leo Burnett/London produced a campaign celebrating
“the true heroes of English football.” Instead of focusing on
superstar athletes, the campaign spotlighted “tea ladies, kit
washers, linesmen, volunteers, coaches, and kids,” whose
passion and dedication to the game help make community
football a vibrant part of life in the UK. The hugely popular
integrated campaign used multiple channels to celebrate the
unsung heroes of community football, and the brand created
a sticker album featuring beautiful collectable cards of young
footballers, the sport’s “real grassroots heroes.”

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Christian Care Services - Ray of Hope
Jack / Queen / King
Leo Burnett / Singapore

Category: Print

In early 2010, Singapore opened its first casino.
These exquisite print executions for Christian Care
Services feauture brilliant art direction, and were
created to help people fight the growing problem of
addictive gambling.
‘Get to us before they get to you.
Let Ray of Hope help you fight problem gambling.
1-800-STOP-NOW.’

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Fiat Last Words

Category: Print

‘If you want your last words to be the same as James Brown’s, simply text “I’m going away tonight” while you drive.’
‘If you want your last words to be the same as Salvador Dali’s, simply text “where’s my clock?” while you drive.’
‘If you want your last words to be the same as Winston Churchill’s, simply text “I’m so bored with it all” while you drive.’
‘If you want your last words to be the same as Martin Luther King’s, simply text “make sure to play ‘My Precious Lord, take my
hand.’ Play it real pretty for me” while you drive.’
‘If you want your last words to be the same as Julius Caesar’s, simply text “Even you Brutus?” while you drive.’
‘If you want your last words to be the same as Mother Teresa’s, simply text “Jesus, I love you” while you drive.’
‘DNT TXT AND DRV. FIAT.’

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Comestibles Arcor - Bumba
King Kong / Robot
Leo Burnett / Bogota

Category: Print
‘Bumba Metro.’

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Symantec - Norton Pixel Type
Leo Burnett / Chicago

Category: Design

To bring added depth to the Norton “Stuff” campaign,
Leo Burnett/Chicago created an original typeface.
The pixel-based design communicates the digital
nature of our data - our “Stuff” - and is made up
of millions of bytes and pixels, all of which are
worthy of premium protection.
Created by designer Siggi Eggertson, the font
mixes traditional square pixels with rounded pixels
and incorporates eye-catching color.
The pixel-based typeface also plays a digital
role. Specifically, the individual pixels that make
up the words in headlines house user-generated
content. When users roll over the headlines with
their mouse, videos, pictures and other types of
content that pertain to the subject matter pop up.
When combined with Norton’s trademark yellow,
this font acts as a powerful differentiator from the
competition and helps prove that Norton protects
the Stuff that matters.

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