GPC 1Q 11
A Letter from Mark
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Dear Friends,
At the beginning of March, I was delighted to spend a week with the 1Q11 Global Product Committee in Lisbon, Portugal,
immersed in the creative output of our global network. Along with 30 of our agency’s brightest minds, I pored over the work
created by Leo Burnett Worldwide, reveling in the brilliance of our global family, and discussing possible improvements to
campaigns and executions. I encourage all of you to take a look at the following pages, to see the outstanding 8-balls and 7+
work we culled together after four days of deliberations. This edition of Pencil Shavings spotlights a few of the creative teams
leading our agency into the future, and profiles our amazing host agency in Lisboa, which has won virtually every creative
award our industry has to offer in the last few years. I left Portugal hugely inspired by the work we saw, encouraged by the
camaraderie of our company across markets and borders, and with high hopes for our company in 2011 and beyond. Please
take some time to look at the best work we’ve done so far this year. The future is bright indeed.
The 1Q11 Global Product Committee evaluates a 3D animation piece.
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Over the course of our week in Lisbon, we exchanged a lot of critiques as we evaluated the work. I’d like to share with you
one particularly memorable story Fernando Bellotti shared with the panel while assessing an ad. Asked to comment on a
beautiful but strategically unsound execution, Fernando, the Regional Creative Director of Latin America, relayed to the
group the story of a Brazilian priest named Adelir Antonio de Carli, who was known in Brazil by his
affectionate nickname, “Padre Baloeiro,” or “Father Ballooner.” In an effort to raise money to build a
spiritual center, the good priest attemped to break the world record for the longest cluster balloon
flight in history, by putting on a harness strapped to 1000 helium balloons. He took off from the port
city of Paranagua with great fanfare, and as the balloons sailed out of sight over the ocean, it seemed
clear that he was destined to achieve his goal. However, as he drifted off into the unknown, the good
priest used his mobile phone to place a frantic call to his devotees, in which he requested instructions
to help him operate his GPS device. Sadly, that phone call was the last anyone ever heard from Padre
Baloneiro. Fernando delivered this story with deadpan humor, then pointed to the ad in front of the
group and said, “This ad is like that - lots of color and energy, but it is missing direction.”
Fernando’s account of the lost Brazilian priest captures a powerful insight into the nature of our business. It’s not enough to
have an idea, or to have enthusiasm, or to create something that’s beautiful and colorful and eye-catching. Getting people’s
attention is only half the equation: everything we do must also be rooted in brilliant thinking, and a core brand purpose that
provides our clients with clear direction. I’m pleased to say that most of the work we saw this quarter had strong strategic
thinking underlying it. This laser-sharp focus we place on the purpose of brands is one of the signatures of HumanKind
thinking. Creativity without that emphasis on brilliant thinking is simply decoration, and ultimately leads nowhere.
I’m hugely encouraged by the direction our network is heading in. This quarter’s 7+ collection features outstanding
work for big, blue chip clients like Sony, Canon, Kellogg’s, Allstate, Fiat, eBay, Lego, McDonald’s, Heineken, & Jeep. We’ve
started the year off strong, and we’re well positioned to improve on last year’s stellar performance. Please take a few
minutes to review the work on the following pages, and to meet some of our best and brightest creative teams. Every
GPC is littered with inspiring ideas and fresh perspectives. Make sure you sample your share of them.
Kind regards,
Mark Tutssel Chief Creative Officer Leo Burnett Worldwide
Ideas With Direction
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HumanKind doesn’t speak to people, it speaks with them
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ContentsThe 1Q11 Committee 5
Tura: The Dog With the Most Lions:LB Iberia’s Award-Winning Creative Director 6
Russia’s Boy Genius:Grisha Sorokin: Moscow’s Interactive Creative Director 7
Talent In The True North:Steve Persico & Anthony Chelvanathan Collect Five 8-Balls 8
The 1Q11 8-Ball Gallery 9
The 1Q11 7+ Gallery 16
Tura’s Award Gallery 32
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Mark TutsselWorldwide
Francisco CassisMadrid
Miguel Simoes Lisbon
Ryan Wagman Chicago
Chaco PueblaCountry
Guillaume ChifflotParis
Peter Bidenko Dubai
Eirik StensrudOslo
Isabel OntosoMadrid
Renato Lopes Lisbon
Eric RosaLisbon
LaurenceKlingerChicago/Lapiz
Riccardo Robiglio Milan
Fernando BellottiBuenos Aires
Maria BernalChicago/Lapiz
Rosalie Geier Chicago
Amy Cheronis Chicago
Fuad AhmadWorldwide
Nuno Ferreira Chicago
Steve Persico Toronto
Andreas Pauli Frankfurt
Gareth SimpsonLondon
Paolo Dematteis Milan
Susan Credle Chicago
Anthony ChelvanathanToronto
Giorgio BrennaMilan
PattiTemple-Rocks Chicago
Tom Bernardin Chicago
Bill RosenChicago
Grisha SorokinMoscow
Paulo Areas Madrid
TuraLisbon
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You know you’ve arrived at an evolved agency when there’s a dog running around like she owns the place. A lean, restless white
mongrel named Tura spends much of her day wandering through the airy halls of Leo Burnett Lisboa, venturing in and out of
production rooms and creative meetings, while occasionally begging for scraps and pleading for belly rubs. You’ll hear her
occasionally unleash a sudden barrage of furious barking when she encounters a suspicious stranger or a substandard ad,
because Tura doesn’t suffer fools or bad ideas lightly. She is, after all, one of the world’s most awarded ad executives, and she
didn’t get that way by rolling over. In the words of Madonna, “sometimes you have to be a bitch to get things done,” and no one
knows that better than Leo Burnett Iberia’s preeminent Creative Advisor. Although she’s earned a reputation for being ruthless
in a pitch, and has a voracious proclivity for humping copywriters, rarely will you find a better behaved creative director.
Tura began her career in 2007 in Leo Burnett Lisboa. In a short span of time, working with a talented team including Chacho Puebla,
Erick Rosa, and Renato Lopes, she picked up multiple awards from festivals all over the world for critically acclaimed work on brands
like the Red Cross, Pampero Rum, and Amnesty International. In recognition of her strong creative leadership, Tura was promoted
to Creative Advisor of the entire Iberian Peninsula in 2009, and she currently splits her time between Leo Burnett’s offices in Madrid
and Lisboa.
To get a better sense of Tura’s contributions to Leo Burnett, have a look at her website at www.turathedog.com, or follow her on
Twitter or Facebook. Although she’s among the hottest and most sought-after young creatives in the industry, with a rich portfolio
of award-winning work, she humbly credits all of her success to the dedicated team she works with in Iberia. She can’t growl enough
about the savvy business leadership of Miguel Simoes, the President of both Leo Burnett and Publicis in Portugal, and the talent
of Lisboa’s Executive Creative Director Erick Rosa warrants repeated high pitched yelps. Tura saves her highest praise for Chacho
Puebla, the ECD of Leo Burnett Iberia, and she makes it a point of showing her appreciation for his talent by affectionately
mounting his leg every morning as soon as he walks into the office. The lynchpin of this team is Lisboa’s hard-working New Business
and Corporate Communications Director, Marta Guimaraes, who Tura fondly rubs up against whenever she has some time to spare.
Tura treasures the company of her colleagues, who are passionate about ideas, replete with talent, and know how to have fun
while producing outstanding work. What more could an ad bitch want?
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Tura: The First Dog To Win A Cannes Lion
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Grisha Sorokin
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On the evening of March 2nd, the GPC celebrated the birthday
of its youngest member, Grisha Sorokin of Leo Burnett Moscow,
who spent the bulk of his 24th birthday in a conference room
amidst jet lagged executives evaluating and critiquing ads.
How, one asks, does a 24-year old become a full-fledged
Interactive Creative Director at one of the top shops in Russia?
Grisha, a rising star in Europe, has been a source of much
fascination and awe at the GPC since he first showed up in
Istanbul in 2009, looking, as one panelist privately asserted,
"like someone’s lost teenage son." The panel was astounded by
the precocious talents of this gifted young man, who has since
returned to two more GPCs to offer his insightful and pointed
suggestions on how to improve the network’s cyber efforts.
As an accomplished programmer and designer, Grisha has been
far ahead of the curve since his teen years, when he was running
his own company before being heavily recruited by firms as an
art director. He quickly moved into a creative director role, and
was hired by ARC in 2007. Grisha has had a hand in some of the
great work produced by Leo Burnett Moscow in the years since.
Below are a few samples of his work, brilliant ideas that have
made waves in Russia and beyond. Keep an eye out for Grisha
in the coming years, and for the work emerging from our friends
in Moscow. This is one bright star that’s just getting warmed up.
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Anthony Chelvanathan & Steve Persico
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A cursory glance at the 7+ tally from the first quarter of 2011
reveals that Leo Burnett Toronto made quite an impressive showing,
as the team from Canada left Lisboa with five 8-balls to carry
home. Over the past few years, multiple campaigns from
LB/Toronto have received awards at prestigious shows all over
the world, and the quality and consistency of the office’s output
is a testament to the strong and focused leadership of Toronto’s
Chief Creative Officer Judy John. Judy has been a leading light
of Leo Burnett’s network throughout her tenure in Toronto, and is
widely regarded around the world as an exemplary team leader
who brings out the best in the people around her. This quarter,
the GPC welcomed Anthony Chelvanathan and Steve Persico
to the panel, two of the talented creatives working in Toronto
who’ve poured blood, sweat and tears into some of the brilliant
campaigns we’ve seen from Canada in recent years. The panel
was delighted to award Anthony and Steve with a cache of
8-balls for their latest efforts, and the network has high hopes
for this young team in the future. Below are some of the pieces
they’ve left their mark on, their signature being a combination of
exquisite art direction and humorous, perfectly articulated copy.
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Bolt Detergent. It Smells This Irresistable Cheer Dark. For Flattering Blacks. I can elecit an awww at 20 ft. Alachua County Humane Society. A new life awaits.
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Canon World of EOSLeo Burnett / SydneyCategory: Integrated Campaign
This brilliant case study encapsulates multiple initiatives designed to position Canon EOS as a creative partner for avid photographers.
By providing source materials to shoot, technical tutorials, and opportunities to share and display work, LB/Sydney helps solidify Canon’s
relationship with photographers. Canon EOS is not just a brand, but a passport for people seeking out ideas and inspiration.
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Sony - Playstation Mr. Lee’s Tailor ShopLeo Burnett / MadridCategory: Integrated
Tasked with promoting Sony Playstation’s new game DC Universe
Online, Leo Burnett created a pop-up store in the heart of Madid
called “Mr.Lee’s Tailor Shop,” a small high-end shop that delivers
custom suits for aspiring superheroes. The video game enables
players to create their own superhero avatar to navigate the
DC Universe, and Mr. Lee provides those same users with the
customized clothing their unique characters require. Creating this
tailor shop entailed crafting an elaborate back story for Mr. Lee
and his famous clientele over the years, producing unique
paraphernalia for the retail store, and designing a logo and identity
for Mr. Lee’s business.
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Sony - Playstation Mr. Lee Art Direction / Mr. Lee StationaryLeo Burnett / Chicago, Arc ChicagoCategory: Design & Packaging
Leo Burnett Madrid’s creation of “Mr. Lee’s Tailor Shop” went far
beyond a simple promotional stunt for Sony Playstation’s new
game DC Universe Online. The agency went the extra mile to
fully develop a unique aesthetic for Mr. Lee, rooted in the tools
and traditions of his profession, and constructed a corporate
identity that was carried through to all contact points. From
stationary to in-store collateral to old-fashioned tools of the
trade, Mr. Lee’s shop was equipped with brilliantly art directed
pieces that made visiting Mr. Lee’s shop a truly memorable
retail experience.
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Kellogg’s - Crunchy Nut Cereal The World’s Biggest Cuckoo ClockLeo Burnett / ChicagoCategory: Ambient
To launch Kellogg’s Crunchy Nut Cereal, and introduce the line
“it’s breakfast somewhere,” a gigantic cuckoo clock was erected
on Hollywood Boulevard in Los Angeles. Every hour, a man
emerged in costume to entertain the crowds gathered below,
reminding them that “it’s breakfast somewhere,” and celebrating
with a bowl of Crunchy Nut Cereal.
Fiat - Punto Street EvoLeo Burnett / MadridCategory: Interactive
This iPhone application enables users to take pictures of any
street sign, which then conveys the specs and features of the Fiat
Punto. This innovative approach to delivering a product catalog also
contains a gaming element, that enabled users of the app to win
prizes if they participated. This quickly became the biggest outdoor
campaign in Fiat’s history, with record levels of participation.
James Ready Beer Cap RecallLeo Burnett / TorontoCategory: Integrated
James Ready Beer has been printing quirky messages on its
bottle caps for years. By accident, the company produced a batch
of bottles without any messages on the caps. Faced with a slew
of e-mails from drinkers wondering why their bottles were missing
the trademark message from JR, the brand took advantage of
the accident to launch a cap recall campaign. Drinkers were
encouraged to mail in their blank caps in exchange for a mystery
gift. The campaign marked a new kind of exchange between
drinkers and brand, continuing to evolve the dialogue developed
in previous user-generated campaigns for James Ready. This
campaign is a perfect example of creative problem solving rooted
in a brand strategy, that recognizes opportunities to
communicate within crisis and accidents.
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Art Director’s Club of Canada Love Versus Hate - The Two Sides of Award ShowsLeo Burnett / TorontoCategory: Integrated / Film / Typographical Design
Working in advertising occasionally makes people fluctuate
between feelings of love and hate, relative to the stresses of your
job and the clients and issues you deal with daily. LB/Toronto
crafted a brilliant integrated campaign around this insight for
the Art Director’s Club of Canada, and used exquisite design,
brilliant filmmaking, and nuanced copywriting to emphasize
this dichotomy between love and hate. Take the graphic on
the right: read one way, it says “Love,” but flipped on its end
it reads “hate” in cursive script. This campaign successfully
promoted the Art Director’s Club of Canada.
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Raising The Roof Look Down / Down HereLeo Burnett / TorontoCategory: Ambient
These ambient executions on the streets compel people
to change their attitudes and actions towards homeless youth.
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Lego Deep Ocean Explorer/BeetleLeo Burnett / MoscowCategory: Print
These print ads encourage kids to use
their imaginations by envisioning alternate
possibilities for the Legos in front of them.
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James Ready Beer Fall BillboardsLeo Burnett / TorontoCategory: Integrated
The latest installment of outdoor billboards for James Ready
offers people stylish haircuts and quirky portrait photography
at discount prices. By providing people affordable services,
and employing the brand’s characteristic humor and flair, people
can save money that they can then spend on JR beer.
James Ready The James Ready WeddingLeo Burnett / TorontoCategory: Integrated
James Ready saw an opportunity to help a loyal drinker out by
sponsoring his wedding to the woman of his dreams. Branded
centerpieces, flower arrangements, and a JR cake complete
what can only be described as a one-of-a-kind wedding
ceremony and reception.
Foundation Mimi Rebuild Your ImageLeo Burnett / ParisCategory: Integrated
Cancer transforms the people it affects, often leaving them
emotionally, physically and spiritually scarred. Foundation Mimi
created this campaign to help people rebuild their self-image
following struggles with cancer treatment, and enlisted social
networking tools as well as traditional mediums to get their
healing message across.
Kellogg’s - Special K Special K ResolutionLeo Burnett / ChicagoCategory: Integrated
A gigantic oversize scale placed in New York’s Times Square
encourages women to do something terrifying: weigh themselves
in public. The brave souls who accepted the challenge were
greeted not with a number, but with a characteristic they might
gain if they lost weight, encouraging them to stay positive and
let Special K help them achieve their goals.
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Allstate - Auto Insurance MayhemLeo Burnett / ChicagoCategory: integrated
Insurance advertising has long been the realm of safe strategies
and predictable narratives about protection and service. The
advent of Allstate’s “Mayhem” campaign marks a fresh approach
to the category, and this integrated case celebrates the first
collection of great TV spots and executions constructed around
this huge platform idea.
Allstate - Auto Insurance Douglas FirLeo Burnett / Chicago Category: Film
Just in time for the holidays, Allstate presents Mayhem disguised
as “the world’s greatest Douglas Fir.” Who knew a Christmas tree
could wreak so much havok? Get Allstate, and be better protected
from Mayhem.
Kellogg’s - Cheez It Behind The ScenesLeo Burnett / ChicagoCategory: Film (Webisode)
This behind-the-scenes webisode from Cheez-It’s long-running
campaign about testing cheese maturity provides these characters
with depth and nuance. Hearing a wheel of cheese describe the
journey towards self-actualization is quite illuminating.
Allstate - Auto Insurance GPSLeo Burnett / ChicagoCategory: Film
Mayhem is an outdated GPS system that offers a driver
dubious, poorly timed directions from the dashboard of a car.
Get Allstate and be better protected from the perils of
untrustworthy technology.
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LIDL - Viva NGO 42.195 km - A DocumentaryLeo Burnett / LisbonCategory: Film
This film was created for Lidl’s Viva NGO, documenting the long
journey women from Guinea-Bissau must undertake daily to
acquire potable drinking water. By juxtaposing a village leader
from Guinea-Bissau with Portugal’s most famous marathon
runner, Lidl successfully raises awareness of the scarcity of
potable water in west Africa.
ING Direct TennisLeo Burnett / Milan Category: Film
ING Direct continues with its campaign of live human billboards,
with actual ING clients advocating for the bank’s services while
pinned up against walls. In this TV spot, a crowd at a tennis
match listens to an ING client describe ING’s no fee banking
in between points.
Norwegian Airlines The KingKitchen / Leo Burnett / OsloCategory: Film
This brilliant media buy positioned the CEO of Norwegian Airlines
on multiple TV channels immediately before the King of Norway’s
annual address to his subjects. At a moment when the entire
nation was watching, this self-effacing CEO offered up a short-
term promotional offer on cheap flights, and sold them all quickly.
Raising the Roof ChairLeo Burnett / TorontoCategory: Film
A chair out on the street is regarded by some as a redeemable
piece of furniture. With fresh upholstery and a few small repairs,
it’ll be as good as new. This spot for Raising the Roof, a youth
homeless organization in Canada, points out that sometimes we
give objects more opportunities and second chances than people.
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McDonald’s SymphonyLeo Burnett / LondonCategory: Film
The latest McDonald’s spot from Leo Burnett London is a
masterful film constructed around exquisite sound design.
An orchesta’s instruments play gorgeous musical phrases,
providing a perfect soundtrack to people enjoying their
moments inside a McDonald’s restaurant.
Arcor - Bon O Bon Giant Bon O BonLeo Burnett / Buenos AiresCategory: Film
This short film, shot with exquisite production values, tells the story
of two neighboring towns in Argentina who’ve long mistrusted each
other. When a giant Bon O Bon happens to block a shared road,
the communities debate their options. Ultimately, the Bon O Bon
bridges the differences between the people in these towns.
Samsung - Printers Optical IllusionLeo Burnett / Sao PauloCategory: Film
These three viral films circulated on the web and demonstrated
the stopping power of clean and vivid images created by
Samsung printers. The optical illusion draws you in: which of
these items on the paper is 3-dimensional, and which is ink?
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Amnesty International Voice For FreedomLeo Burnett / LisbonCategory: Interactive
To raise awareness of the hundreds of prisoners of conscience
and human rights activists around the world silenced and locked
up by oppressive governments, Leo Burnett Lisboa helped
Amnesty International create a service where people could
substitute their voicemail message with a plea for help from
imprisoned activists. Imagine calling a friend who is not available
and hearing: “I’m being held captive and have been tortured by
the Chinese police since 2008 - that’s why you can’t reach me.
My name is Dhondup Wangchen, and the person you called
donated this space so my voice can be heard. To do the same,
go to Amnisitainternational.pt and give a voice to victims who
have been silenced by force.”
eBay TimLeo Burnett / SydneyCategory: Radio
Anncr(VO): Tim lives in a carpark. Level 3, aisle F, space 31. He’s
been living there for 3 months. His battery died on the second day
from playing his radio late into the night, and now the only music
he hears is the gentle screeching of tires, all day, everyday. Tim has
a family, but he hasn’t seen them since that day he couldn’t find
a spot. He drove aroud the carpark again and again and again.
Eventually the mall closed, but he just kept driving around and
around and around until the tank ran dry and he coasted on fumes
into space 31. Why did he come to the mall in the first place, you
ask? Tim doesn’t know - he’s just afraid to give up his spot.
Shopping can drive you crazy. Remove the risk with hassle-free
shopping on eBay. Clever you!
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eBay JaneLeo Burnett / SydneyCategory: Radio
Anncr(VO): Jane steps out of the shower and dries herself off.
The soggy cashmere sweater she’s wearing gives her the look and
smell of a wet schnauzer. What was once new, soft, and stunning
is now a curious shade of yesteryear’s goat’s milk. The overpriced
sweater hasn’t left Jane’s body since the day she bought it, at that
huge department store full of people...and frustration. “Just having
a look” she told the salesman. “Just having a look” she told the
girl at the counter. “Just having a look” she screamed. But no one
could hear. She cracked under the pressure and couldn’t bring
herself to shop around. The price was high, but the true cost was
her mind. Shopping can drive you crazy. Remove the risk with
hassle-free shopping on eBay. Clever you!
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Freeport Outlet - Exhibitions SuperstitiousLeo Burnett / LisbonCategory: Ambient
A brilliant outdoor ambient piece asks people passing by if they
are superstitious, and strategically places a ladder for them to
either walk beneath or around. This billboard promotes a retail
exhibition on the subject of witchcraft in Freeport Outlets, and
drives traffic to the store to see the exhibit.
Sealy Corporation In BedLeo Burnett / ChicagoCategory: Interactive
This phone application lets users tag any photo they take with
the words “in bed,” turning any image into a double-entendre,
and perfectly expressing Sealy’s line: “whatever you do in bed,
Sealy support it.”
Ministry of Internal Affairs Road SafetyLeo Burnett / MoscowCategory: Interactive
This phone application details every accident that’s ever happened
on the streets of Moscow. Point your phone at a crossroads and
see the details of the car crashes that have happened there. Using
GPS technology and augmented reality, the app stresses road
safety to Moscow drivers by revealing the death toll of every street.
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LIDL First Class For AllLeo Burnett / LisbonCategory: Ambient
To promote Lidl’s discount prices and claim that “quality is
affordable,” the supermarket enlisted a renowned Portuguese
chef to craft first class dinners for every passenger on an airline,
providing “first class meals for all” using only ingredients purchased
from Lidl. The stunt generated press coverage for Lidl, and the
campaign also included in-store signage that showed people how
to cook Chef Olivier’s dishes at home.
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McDonald’s Dip Dip NuggetsLeo Burnett / China / ShanghaiCategory: Ambient
Oversized bowls of dipping sauce sit at the base of the elevator
banks in one of Shanghai’s most popular shopping malls. As each
elevator descends, nuggets lower into the sauce.
Olan-Kemed - Optal Big Eye RollerLeo Burnett / BangkokCategory: Ambient
A cleverly designed fountain turns a round eyeball over and over
with water pressure. This eye-catching ambient piece effectively
dramatizes how Optal eye lotion helps keep eyes moisturized.
Media Books - Leya ReadLeo Burnett / MadridCategory: Print
A brilliant press ad encourages people to read books by demonstrating that anyone
surfing the internet already reads constantly. The text of the ad is comprised of URLs,
password requests, internet headlines and tweets, the kind of insusbtantial language
anyone with a browser window constantly encounters. The last line: “You already read
a lot. Read something more interesting.”
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Procter & Gamble - Always MazeLeo Burnett / ChicagoCategory: Print
‘Always Ultra Thin. Designed with leakguard protection.’
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Kellogg’s - Special KSassLeo Burnett / ChicagoCategory: Print
‘Sass. What will you gain when you lose? Special K.’
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Fiat - Ambulance GateLeo Burnett / Sao PauloCategory: Print
‘You never know how big a problem
you will find.
Fiat Ambulance Line.’
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Fiat - Ambulance IcebergLeo Burnett / Sao PauloCategory: Print
‘You never know how big a problem
you will find.
Fiat Ambulance Line.’
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Fiat - Cinquecento AppleLeo Burnett / MadridCategory: Print
This brilliant print campaign from Madrid
dramatizes how customization can
transform even the simplest items into
something else.
‘Add something. Change everything.
Fiat 500. Customize yours at Fiat.es.’
Fiat - Cinquecento BedLeo Burnett / MadridCategory: Print
This brilliant print campaign from Madrid
dramatizes how customization can
transform even the simplest items into
something else.
‘Add something. Change everything.
Fiat 500. Customize yours at Fiat.es.’
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Fiat - Cinquecento HeartLeo Burnett / MadridCategory: Print
See copy above.
Fiat - Linha Original Adventure CobwebLeo Burnett / Sao PauloCategory: Print
Posters at Fiat dealerships in Sao Paulo demonstrate how the
Fiat Linha helps people to escape the city. A small Fiat Linha
is caught in a cobweb on the wall, which closely resembles
a road map.
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Fiat - Cinquecento ChairLeo Burnett / MadridCategory: Print
Fiat - Cinquecento HorseLeo Burnett / MadridCategory: Print
This brilliant print campaign from Madrid dramatizes how customization can transform even the simplest items into something else.
‘Add something. Change everything. Fiat 500. Customize yours at Fiat.es.’
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Sony - Playstation Mr. LeeLeo Burnett / MadridCategory: Print
In-store posters in Mr. Lee’s tailor shop show Mr. Lee’s
relationship with famous superheroes in years past. Working
with such esteemed clients like Bruce Wayne gives Mr. Lee
immense credibility, and helps promote Sony Playstation’s
new game DC Universe Online, where gamers can design
their own characters.
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Diageo - Bundaberg Rum Heritage / History / Sugar Daddies Leo Burnett / SydneyCategory: Print
These print executions for Diageo’s Bundaberg Rum
leverage the popularity of the brand’s TV campaign
and its hilarious band of Aussie elders from a distant era.
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McDonald’s New Generation Design StoreLeo Burnett / TokyoCategory: Design & Packaging
Beacon Tokyo redesigned McDonald’s stores and crafted
an evolved, new generation look for the brand in Japan. From
in-store signage to color schemes and the design of the crew’s
unforms, Beacon Tokyo re-branded McDonald’s in the
marketplace with this extraordinary retail campaign.
Agency - Internal Work HumanKindLeo Burnett / ChicagoCategory: Design & Packaging
Tom Bernardin & Mark Tutssel authored HumanKind last year,
a book about Leo Burnett Worldwide’s guiding philosophy on
communication. The design team from LB/Chicago crafted a
brilliant look for the book, with incredible attention to detail paid
to every aspect of the publication. Featuring case studies and
work from across the global network, the book is a triumph of
design and art direction.
Heineken - Tiger Beer Five HeroesLeo Burnett / China / GuangzhouCategory: Design & Packaging
To promote Tiger Beer in China, and the launch of a new
Heineken-sponsored show combining traditional Chinese
Opera with modern music, Leo Burnett Guangzhou designed
a limited run of bottles featuring five iconic tiger generals
from a famous Beijing Opera. The bottles are stunning.
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IILM School Of Design Spirograph ScaleLeo Burnett / New DelhiCategory: Design & Packaging
To promote a local design school in India, LB/New Delhi created
this business card that serves as a functional toolkit for designers,
including a ruler, a spirograph, and a few other elements.
MUS Visual IdentityLeo Burnett / ParisCategory: Design & Packaging
Crafting a corporate identity for this high end fashion brand
entailed building a look and aesthetic around the concept of the
four fates. This beautiful design work is carried through on every
piece MUS produces, from clothing labels and in-store signage
to catalogues.
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Sony - Playstation Mr. Lee Direct MailLeo Burnett / MadridCategory: Direct / Promo
Mr. Lee’s tailor shop sent this brilliantly crafted direct mail piece
to potential customers, including a garment bag and hanger with
business cards and wonderfully detailed elements.
ball gallery
Chrysler - Jeep Stone - Twig - WaterLeo Burnett / Sao PauloCategory: Direct / Promo
To promote Jeep’s off-road capabilities, customers were sent
stones, twigs, and water from the far reaches of Patagonia and
were asked to return them to their natural environments by test
driving a Jeep.
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Obrigada