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A Letter from Mark
Dear Friends,
Last month, halfway through the 4Q14 Global Product Committee meeting, I boarded a bus at dawn with two
dozen sleepy Burnetters that transported us through empty Beijing highways to the mountains north of the city,
so that we could spend a few hours hiking up the Great Wall of China. It was a beautiful morning. The streets
were eerily quiet and the skies were a glorious clear blue, a rarity in a city of 21 million people where the output
of manufacturing plants and construction sites often laces the horizon with smog. We were lucky our meeting
was scheduled as Beijing played host to APEC (the Asia-Pacific Economic Cooperation forum), a global summit
of visiting heads of state. To prepare for APEC, the Chinese government reduced the cars on Beijing’s roads,
temporarily closed nearby factories, and suspended local construction work to put China’s best foot forward for
the capital’s visiting dignitaries. Their efforts led to a week of “APEC Blue” skies, under which important long-term
global deals were hashed out between nations. The GPC also enjoyed a productive week evaluating Leo
Burnett’s creative product through conversation and debate. Our time in Beijing left us with a fresh perspective.
China is an amazing country that challenges my expectations and assumptions every time I visit. Beijing itself
conveys a multitude of impressions, with both ancient revered structures and ultra-modern buildings shaping
the skyline and character of the place. The city is evolving at a stunning clip, and I found myself marveling at the
way China literally moves mountains to achieve its goals. Staring up at the Great Wall’s endless series of steep
steps left a similar impression. This is a country that does things on a grand scale, second to none. It led to me
to wonder: in this business we’re in, where we sell and activate and amplify ideas, there’s a question we must
always remember to ask: how can we make this idea bigger? Because great ideas can always be scaled up.

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Reorienting To The Rising Fortunes Of The East
Our week in Beijing was a learning experience for all of us, and I think every member of the GPC was grateful
to get line of sight on what’s happening in China and the Asia-Pacific region. In terms of our business, this is a
critically important part of the world, with massive potential both from a financial and creative standpoint. Most
of the people on the planet live here, and this growing market is a critical driving force propelling the global
economy forward. We have to be on top of our game here, and I’m confident that Leo Burnett’s recent moves
will help ensure our success in the region for the forseeable future. After this year’s retirement of Eddie Booth,
the longtime Chairman and CEO of LB/Greater China, who contributed fifteen years of successful leadership
to the agency, we’ve merged Leo Burnett Asia Pacific with Leo Burnett Greater China. This new management
structure places all of our regional agencies under the leadership of LB/APAC President Jarek Ziebinski. You
can read more about this consolidation later in this edition of Pencil Shavings. I am confident that under Jarek’s
leadership the region’s financial revenues and creative reputation will both continue to grow.
We have outstanding leadership teams in place across Asia Pacific, and our agencies are full of smart people
and hungry young talents eager to make names for themselves. In a huge market like China, where we have
big iconic brands like Coca-Cola, McDonald’s, and China Mobile in the Leo Burnett portfolio, we are primed
to deliver impactful work. China is a fertile and dynamic market, filled with driven, opportunistic people and
companies who are busy charting a course to the future. I remember visiting India almost ten years ago and
feeling the same sense of anticipation, and seeing a similar groundswell of creativity and confidence emerging
that ultimately led to Indian agencies becoming perennial winners at the world’s most prestigious festivals. I
have high hopes that within five years, or perhaps even sooner, Leo Burnett’s teams in Greater China will have
a similar coming out party. I look forward to seeing them on stage at Cannes, collecting metal for HumanKind
articulations of bespoke ideas that are specifically tailored to meet the needs of the people in a country as
complex, diverse, and unique as China.

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Reaching For A 7+
At the conclusion of our week in Beijing, after painstakingly reviewing close to 500 ads and campaigns, the
GPC culled together a final list of 7+ work that the group felt adheres to the very high standards we’ve set for
ourselves as a network. It’s a small list this quarter, one of the smallest we’ve had in quite some time. Although
the bulk of the non-7+ work we see each quarter is purposeful, strategically sound, and successfully builds
our clients’ brands, what we’re looking for in the GPC goes beyond that. We expect all Leo Burnett agencies
to produce competent, effective communication that generates good results for our clients, but I can’t stress
enough that we have to go beyond that. Of all the insightful and quotable things Leo Burnett said and wrote
over the course of his storied career, what stands out to me most is his admonition to his agency that we strive
to be the best in the world, bar none. He didn’t ask us to be good, he demanded that we constantly reach for
the stars. This is why the 7+ standard we’ve imposed on ourselves is not easily attainable. We set the bar giddily
high and we demand that everyone working under the banner of Leo Burnett Worldwide knows exactly where
it is, so that they know what they’re working towards. Both the GPC and the HumanKind scale serve to put us
all on the same page, and we expect people to evaluate their own efforts with the same diligence that we do. It
wasn’t always quite so challenging a gauntlet, but like all institutions, the GPC has evolved and changed over
the years. It’s a credit to the network that we’ve made getting a 7+ a little harder to achieve. Like all things worth
doing, it takes ambition and perseverence to get there. Still, the GPC is not an awards show, which I have to
reiterate over and over again. The GPC exists for the sole purpose of making our work better. Work that doesn’t
score a 7+ still leaves the meeting with suggestions for improvement. It may be close, but it’s not quite there
yet. The work that the GPC does score 7+ is work that we agree builds our own iconic brand, that embodies
the world class creativity and innovation that has been synonymous with the name Leo Burnett for decades.

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As 2014 winds down, I want to
thank all of you for Leo Burnett
Worldwide’s fantastic creative
performance over the past year.
At award shows and festivals all
across the planet, our agency
won praise and accolades for
producing some of the world’s
best ideas. Our commitment to
constantly pushing ourselves
to achieve greatness is clearly
paying massive dividends. We
won Network of the Year at 7
major award shows, a feat that
reflects the strength, diversity,
and immense creative firepower
of our global family.
Looking Back On A Great Year
I couldn’t be prouder to be a part of Leo Burnett. As an avid football fan, I liken our performance on the world
stage to being a part of a championship team. Championships are never won by individuals alone; they are
a triumph of teamwork and a testament to hard-working organizations that assemble and orchestrate great
performances from talented people. Winning championships requires putting people in the right positions to
succeed, and fostering a culture of excellence and accountability around them. Winning in business works in
exactly the same way. When you win, you attract more talent to your ranks, because everyone wants to play
with the best and be a part of a successful organization. Winning replenishes our coffers, attracts new clients,
and raises the level of play for everyone in our organization. It’s an attitude, usually paired with an exceptional
work ethic, and I’m grateful everyday that this mentality is woven deep into the fabric of our DNA as a company.
Greatness is a choice. It’s a decision you make somewhere along the line to be dogged and determined and to
refuse to take no for an answer. Greatness eludes those who lack the relentless drive to pursue it. You have to
be willing to take punches to the chin, get knocked down, and get back up ready to go to battle again. This year,
we won a few, but greatness doesn’t rest on its laurels. We have to come back next year and refine our game,
punch harder, and push ourselves to achieve the heights we aspire to. I can’t wait. I’ll see you on the pitch...
Thank you all for your hard work and talent, and I wish all of you a happy holiday season.
Kind regards,
Mark Tutssel
Chief Creative Officer
Leo Burnett Worldwide

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Creativity has the power to transform human behaviour.

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Contents
The 4Q14 Global Product Committee 7
Leo Burnett Consolidates Asia Pacific & Greater China Regions 8
The 2014 Leo Burnett Agency of the Year Awards 9
Profile: LB/Colombo Steps Into The Spotlight 10
The 4Q14 8-Balls 11
The 4Q14 7+ Gallery 13
Appendix: Cultural Fuel - 4Q14 Beijing 29
6
“Before you can have a share of market you must have a share of mind.
By share of mind I mean a pleasing personality, widely accepted - an instinctive,
emotional and spontaneous expression of a predisposition to buy a certain brand.
You can attain a temporary share of market with a new product or a smart promotion,
but to enjoy a really healthy share of market in 1958 you have to start now, in 1955, to
build a share of mind.”

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The 4Q14 Global Product Committee
Bechara
Mouzannar
Beirut
Charlie
Wickman
Chicago
Mark
Tutssel
Worldwide
Jarek
Ziebinski
Asia Pacific /
China
Alfred
Wong
Hong Kong
Rosalie
Geier
Chicago
Jason
Williams
Melbourne
Justin
Tindall
London
Sompat
Trisadikun
Bangkok
Raoul
Panes
Manila
Alexandre
Pagano
São Paulo
Jennifer
Skidgel
Chicago
Brian
Ma
Hong Kong
Frank
Liu
Beijing
Brian
Capel
Jakarta
Anthony
Chelvanathan
Toronto
Fuad
Ahmad
Bogotá
Julian
Hernandez
Hong Kong
Connie
Lo
Hong Kong
Steve
Persico
Toronto
Trevor
Kennedy
Colombo
Jeremy
Southern
Ho Chi Minh
City
Michael
Yuen
Beijing
Murphy
Chou
Taipei

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LB Consolidates Asia Pacific & Greater China Regions
On September 1st, 2014, Jarek Ziebinski’s scope of responsibilities expanded by roughly 1.35 billion people.
As the current President of LB/Asia Pacific, Jarek has spent the last five years overseeing LB agencies in 14
markets, where he’s compiled an impeccable track record of fostering impressive business growth across the
region. Newly promoted to the Chairman and CEO position of a consolidated geographic area which includes
Greater China for the first time, Jarek is tasked with growing Leo Burnett’s client roster, creative reputation, and
revenues in a region that contains over half the planet’s people and accounts for over one third of the planet’s
GDP. By 2050, the world’s “economic center of gravity” is projected to be located midway between India and
China, marking a profound shift from the 20th century’s established order. The Asian nations that were once
called “developing nations” or “emerging economies” will have a purchasing power that reshapes the world.
In the face of these sweeping changes, Jarek Ziebinski has put forth a compelling vision for sustained growth
that aims to take advantage of the myriad possibilities emerging in these dynamic markets. Consolidating all
our regional offices under one management team gives LB a flexible framework to leverage the network’s talent
and resources to handle the business challenges of tomorrow. This is how a future-facing agency evolves as
opportunities expand at an unprecedented speed and scale. Jarek believes in a vision of Asia that transcends
borders, and he constantly preaches about the potency of Solidarity, which he defines as the firm, persevering
determination that connects people who are committed to a common goal. In a divisive world, his charismatic
vision for a future together marks a promising new chapter for Leo Burnett in this critically important region.

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Leo Burnett Sydney Wins Agency of the Year
The Leo Burnett Worldwide 2014 Agency of the Year celebration took place last week in Chicago to recognize
and celebrate our people and our product from across the global network. In addition to recognizing the 2014
Agency of the Year, the ceremony also honored Leo Burnett Worldwide’s Bright Stars, Pencil Award winners,
Pitch of the Year and the HumanKind Communication Award.
Congratulations to Leo Burnett Worldwide’s 2014 Agency of the Year: Leo Burnett Sydney
LB/Sydney’s outstanding accomplishments this year include:
• The office experienced 17 percent growth and won the biggest retail account in Australia.
• The agency was the first ranked and most awarded ad agency in Australia by the Cannes Report
• #1 most awarded Australian agency by London International.
• CEO Magazine’s Media Executive of the Year (Peter Bosilkovski)
• Three of the top awarded Creative Directors as voted on by the Won Report.
• As part of the agency’s people first approach, and its commitment to hiring future leaders, LB/Sydney
launched a worldwide industry first, The Nest, a program offering ambitious and talented students and recent
graduates a paid marketing and advertising internship spanning both LB/Sydney and its client Diageo.
Congratulations to LB/Sydney for their outstanding performance. This is the third time Sydney has won the
highly coveted “’Agency of the Year’ award. They join an illustrious group of Leo Burnett agencies who have
won this prestigious award three times - London, Toronto and Madrid.
Congratulations also to Leo Burnett’s Bright Star agencies from LB/Tailor Made/São Paulo, LB/Chicago, LB/
Manila, & LB/Toronto. Here’s to a great year!

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Leo Burnett Sri Lanka Steps Into The Spotlight
Certain agencies are primed for success. They’ve
toiled in obscurity, diligently paid their dues, and are
flush with talent and leadership. Their foundations are
solid, the essential pieces are in place, and they’re
simply waiting for the right ascending wave to carry
them to the place they’ve long envisioned. So it is with
Leo Burnett Solutions, our Sri Lankan agency based
in Colombo that is quickly earning a well-deserved
reputation around the world for producing fresh, un-expected
ideas that demand the industry’s praise and
recognition. Solutions won the country’s first ever
Cannes Lion in 2013, and the agency is emerging from
the shadows cast by Sri Lanka’s 26-year civil war to
take its rightful place amongst the up and coming
shops littered across the Indian Subcontinent. This agency has been punching above its weight for a long time.
Only now is it getting the recognition it deserves.
In 2014, LB/Colombo won Sri Lanka’s first Gold awards at both AdFest and Spikes Asia, the region’s most
prestigious shows. Its work this year has also been recognized with 25 accolades at international festivals, and
just this week it was the Most Awarded Agency at the South Asia Agency of the Year Awards. LB/Colombo has
a strong leadership team in place, led by Managing Director Ranil de Silva and Chief Creative Officer Trevor
Kennedy, both of whom have spent their careers championing the work of Sri Lanka’s burgeoning creative
community. As the agency continues to evolve, and delivers double digit revenue growth this year on the back
of impressive new business wins, it is clear that the future for LB/Solutions is bright indeed. Although Leo Burnett
has only been in Sri Lanka for a mere 15 years, it has already produced a rich portfolio of unique HumanKind
work, and the agency continues to make memorable contributions to our global network’s creative reputation.

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SPC Adrmona #SPCSunday
Leo Burnett / Melbourne
Category: Case Study
SPC Ardmona is a century-old iconic Australian canning
company that was facing severe financial problems as a
result of a series of natural disasters, and was struggling
to compete with an influx of cheap imported canned
goods from China. After Australia’s federal government
refused to provide emergency funding to ensure the
company’s survival, Leo Burnett/Melbourne took a single
tweet from an everyday Australian, who was planning on
organizing “#SPCSunday” to show support for SPC, and
transformed this hashtag into a nationwide social-media
blitz that ultimately secured the necessary funding to
keep the company afloat. This campaign is a masterful
example of an agency adeptly using social listening and
reacting in real time in a way that contributes to society.
This is the epitome of HumanKind communication, and
the GPC loved how the agency spread this hashtag to
secure the future of an iconic Australian brand.
ball gallery

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ball gallery
Tourism Authority of Thailand I Hate Thailand
Leo Burnett / Bangkok
Category: Online Film
This brilliant, counter-intuitive online film has generated over
2 million views on YouTube since its launch a few weeks ago.
Produced to appear like a homemade video, and without any
crediting to the Tourism Authority of Thailand, this film tells a
compelling story about a British backpacker named James,
who loses his bag and money on a beach in southern Thailand
on his first trip to the Kingdom. In despair, he begins the film by
staring into his phone and offering a startling confession: “I hate
Thailand.” As the narrative progresses, and penniless James is
taken care of by gracious and patient Thai people, his attitude
undergoes a marked shift. The kind and generous hospitality of
the Thai people transform James, who undergoes a 180 degree
change in his attitude towards the country he now calls home.
The masterful storytelling used in this unique approach radically
differs from how most Tourist Boards promote their countries.

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7+ gallery
Diageo - Bundaberg Rum Men Like Us
Leo Burnett / Sydney
Category: Film
In the latest installment of LB/Sydney’s brilliant portfolio of
work produced for Bundaberg Rum, a timeless group of beefy
men assemble a wooden sailing ship on an Australian beach
while singing an unforgettable sea shanty about “Men Like
Us.” This hard-working cast of quirky characters toils in the hot
sun on seemingly arbitrary tasks, before confidently boarding
their vessel with cows and tubas in hand, and hastily setting
sail into the great unknown. But alas, their ship was not as sea
worthy as their intentions. The motley crew ends up in a bar
with glasses raised, and veins in their necks popping out as
their song culiminates in a glorious, face-reddening crescendo:
“Well at least we tried;
‘Men Like Us lke Rum, Rum; Bundaberg Rum!’
‘Welcome to Bundaberg.’

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Diageo - Bundaberg Rum Men Like Us Like Polar Bears / Tasting / Brave
Leo Burnett / Sydney
Category: Radio
These brilliantly written radio spots expand on the sea shanty central to Bundaberg Rum’s “Men Like Us” film, adding verses and
amplifying the core premise behind the new “Welcome to Bundaberg” campaign.
Polar Bear
Singers: Men like us like the Polar Bear, the mightiest beast with
the frisky hair. We always carry a full size spare; we like watching
sports in our comfy chair; men like us like medium rare.
We like the taste of wild boar; we catch our quarry right from the
shore. We always know the footy score; we have nothing to be
sorry for; men like us like a hardware store.
We know our way ‘round a building site. We like a job when it’s
done just right. We can fix a house and can fly a kite; we can stay
up with the boys all night.
We own the tools to unplug a drain, we’ve had leg cramps and
an ankle sprain. We prefer our Ute to a subway train; men like us
have brawn and brain.
Men like us like rum,
Bundaberg Rum.
Voiceover: Drink responsibly.
Tasting
Singers: Men like us like tasting stuff, we’re not afraid to speak off
the cuff; a weekend is never long enough, we shave with trimmers to
keep our scruff; men like us sleep in the buff.
We’re superheroes without the cape, we flat down knees with extra
tape, a chimpanzee is our favorite ape, we like extra spinach in our
feta crepe, cause men like us like to stay in shape.
Our jeans are stained with blood and sweat, we cook all day in a
kitchenette, we’ll ride into the big sunset and become an amazing
sihouette...
Our feet are hairy and our hands are scarred, we prefer our beef
ribs slightly charred. We have the toughness of a bodyguard but we
always send mum a Christmas card.
Men like us like rum,
Bundaberg Rum.
Voiceover: Drink responsibly.
Brave
Singers: Men like us like being brave, a three week climb and a cat
we save, our endless search for a perfect wave, there are moments
when we misbehave; men like us like a clean close shave.
We rule the roost like a Russian Tzar, we can twist the cap off a
gherkin jar, we got that amazing facial scar from a nappy changed in
a compact car; men like us like a sushi bar.
We tried to skeeve off an arm x-ray, we enjoy the fire in the big
chalet, convinced our mate to lose his bad toupee, we only sleep in
when it’s father’s day.
We prefer our tires with the proper tread, we consider ourselves to
be quite well-read, we know some things should be left unsaid; we
like our snags in plain white red.
Men like us like rum,
Bundaberg Rum.
Voiceover: Drink responsibly.

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7-Eleven - Slurpee Xpandinator
Leo Burnett / Melbourne
Category: Promo & Activation
7-Eleven was engaged in a price war over
its iconic Slurpee drinks, as competitive
products were offering heavy discounts that
began to erode the brand’s market share. To
win back Slurpee’s dedicated fans, and win
over new ones, LB/Melbourne created the
“XPandinator,” a Slurpee accessory that adds
an additional 1 liter of Slurpee to any normal
purchase. This re-usable, game-changing
cone quickly gained massive word-of-mouth
interest, which the agency spread using
social media channels. The popularity of the
Xpandinator generated a massive sales spike,
and turned Slurpee drinkers equipped with
Xpandinators into walking advertisements for
the brand. This oustanding follow-up to the
brilliant “BYO Cup” campaign from a few years
ago showcases how Slurpee has captured the
imagination of the Australian public.

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Leo Burnett Toronto Slapshot
Leo Burnett / Toronto
Category: Online Film
Strategy Magazine recently held it’s Agency of the Year event in Toronto, and invited shortlisted Canadian agencies to submit entry
videos making their case for what distinguishes their agency from competitors. A series of hilarious parody videos and self-effacing
submissions followed, including this wince-inducing piece from LB/Toronto. Leo Burnett/Toronto is a firm believer that Creativity has
the power to change human behaviour, but if your creativity needs a jump start, nothing suffices like a shot of hard liquor down the
hatch and an invigorating smack upside the head. “Slapshot” was beta-tested in Cannes, and was then rolled out to the good people
at Leo Burnett in Toronto, where it generated striking results. This “social experiment” was beautifully filmed and clearly captures
some of the essence of what makes our friends in Leo Burnett Canada so unique.

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Kafa Vote For Us, We’ll Vote For You
Leo Burnett / Beirut
Category: Integrated Campaign
After a wave of highly publicized domestic violence incidents in Lebanon, the women’s rights organization Kafa worked with LB/Beirut
to mobilze the public and generate a wave of pressure on the country’s Parliamentarians to pass the first law in Lebanon guaranteeing
women protection from family violence. In just three days time, the agency used social media channels and participatory protests to
launch a nationwide campaign titled “vote for us, we’ll vote for you,” directly targeting MPs and making brilliant use of a symbolic red
thumb to dramatize the power of the country’s women as a political force to be reckoned with. By enlisting celebrities and publicizing
the red thumb as a symbol of solidarity and support for battered women, this campaign gained immense free news coverage both in
Lebanon and across the planet. In just three days, Lebanon’s Parliament was compelled to pass a landmark law protecting women
from domestic violence. “Vote For Us, We’ll Vote For You” is a fine example of HumanKind communication directly improving a society.

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Sakker El Dekkene (Stop the Shop)
Lebanon 4 Sale
Leo Burnett / Beirut
Category: Integrated Campaign
LB/Beirut worked with an organization called “Stop the Shop”
to launch an integrated campaign seeking to document and
report corruption in Lebanon. A viral film dramatizes the ubiq-uity
of this problem by showing everything in the country for
sale in a crowded store presided over by a greasy beaurocrat.
After the film’s launch, an attention-getting replica pop-up shop
started appearing around the country, along with posters selling
licenses and diplomas. This provocative campaign captured the
public’s imagination, and enlisted the public’s help in gathering
information on corruption. This data was then used to build an
innovative mobile app that tracks and reports corruption. “Stop
the Shop” has instigated a popular movement in Lebanon that
marks a promising new beginning for the country.

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Procter & Gamble - Rejoice Divorce
Leo Burnett China / Hong Kong
Category: Online Film
This hugely popular long form film for Rejoice shampoo addresses a troubling trend in China,
where rapid economic growth is causing rifts in the social fabric, including soaring divorce rates.
Leo Burnett/Hong Kong used this insight to craft a compelling story about a marriage on the brink
of failure, which gives viewers a chance to empathize with a couple struggling to come to terms
with problems in their relationship. Will they divorce? Or will they stay together? This masterfully
observed and beautifully shot film concludes with the hashtag “#IBelieveInLoveAgain,” and notes
that of the 3.5 million couples who divorced in China last year, over 82,000 remarried each other.
For a shampoo brand to instigate a national conversation about love and marriage is no small feat,
and LB/Hong Kong deftly navigates this territory while telling a story that clearly resonated with
the brand’s target audience. After 60 million views, this film has become a touchstone for a larger
dialogue, and has even been used by Chinese therapists in an attempt to fix broken relationships.
‘Love, don’t let it go. #IBelieve In Love Again. Rejoice.’

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Staedtler Art-To-Heart
Leo Burnett China / Hong Kong
Category: Interactive (Mobile Application)
The number of children worldwide diagnosed with autism is increasing every year. Autistic children often have difficulty expressing
themselves, as traditional verbal communication can sometimes present an overwhelming challenge. Staedtler is a brand whose
primary human purpose is to provide people with quality tools that let them express their innermost thoughts, feelings, and ideas.
To help autistic children express themselves, Staedtler developed a mobile app called “Art-To-Heart”, that gives children the ability
to doodle and communicate with their parents using a tablet or smart phone interface. The app animates the children’s doodles
into fun characters, and offers children incentives like color crayons if they share their work with their parents. “Art-To-Heart” also
enables kids to record their own voices and even video messages, and has been recommended by autism specialists as a tool that
helps children develop valuable communication skills. Over 60,000 autistic children have engaged with the app and use its daily
exercises, and over 70 percent of the families that have downloaded this app use it regularly.
‘Staedtler. Art-To-Heart. A two way daily communication tool re-bridging autistic children with their parents through drawing.’

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Palang Merah Indonesia Bloodbook
Leo Burnett / Jakarta
Category: Promo & Activation
Indonesia is faced with a lack of blood in its blood banks, a
troubling but fixable issue that often compounds the treatment
of medical emergencies. When blood is urgently needed, many
patients are forced to search for appropriate blood donors on
their own. The agency realized that people often don’t know their
own blood type, and although they know lots of information about
their friends on social media, they don’t know who in their social
network shares their blood type. Working with Palang Merah, the
Indonesian Red Cross, LB/Jakarta created “Bloodbook,” a face-book
application that lets you register your blood type and search
amongst your friends for people with matching blood types,
should you need an urgent donation. The Bloodbook app makes
the process of finding and requesting blood donors simple and
easy, and has the potential to save lives. The agency launched
this app through social media channels, and quickly signed up in-fluential
celebrities and even Indonesia’s Vice President. This app
transforms a potentially harrowing search for a matching blood
donor into a few quick and easy clicks of your mouse.
“Bloodbook. A small act that can save lives.’

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Samsung - Galaxy S5 Power Station
Leo Burnett / Jakarta
Category: Promo & Activation
IPhone users are constantly looking for power outlets to recharge their phone batteries when they’re running low, which is the insight
used in this brilliant subversive piece from Samsung. Samsung placed branded power stations in public spots that let iPhone users
recharge their phones for free, but once they plugged their device into the power station, a message appeared onscreen noting the
superior “Ultra Power Saving Mode” found in Samsung Galaxy smart phones. Finding the optimal moment to deliver this pointed
message about Samsung’s superior battery performance is a masterful stroke of genius.

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McDonald’s Overnight
Leo Burnett / London
Category: Print
‘If you’re awake, we’re awake.’
Find your nearest 24-hour McDonald’s with our app.’

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Kellogg’s - Rice Krispies Squares Bars Blue Plaque of Lies
Leo Burnett / London
Category: Outdoor
Blue plaques placed on buildings in the UK mark historically significant places once occupied
by noteworthy people. As part of Kellogg’s Rice Krispies Squares ongoing campaign “It’s All
Lies - they’re not even square,” LB/London began erecting faux blue plaques around the city
documenting fake but funny historical events centered around the timeless appeal of Rice
Krispies Squares Bars. These attention-getting outdoor pieces are perfectly in character with a
brand campaign rooted in a humorous self-effacing fun.
‘Rice Krispies Squares. It’s all lies - they’re not even square!’

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Pirelli Christ’s Gaze
Leo Burnett Tailor Made / São Paulo
Category: Interactive (Instagram)
The open armed statue of Christ the Redeemer on Brasil’s Corcovado
mountain overlooks the city of Rio de Janeiro, and is one of the most
iconic structures in the world. Pilgrims and tourists visit from all over
the planet, and many of them offer up prayers to Christ asking that he
watch over their lives. Recently, a bolt of lightning struck the iconic
statue, and caused damage requiring repairs. Pirelli, a global tire brand
synonymous with safety and performance, sponsored the repairs of
Christ the Redeemer, and while fixing the broken stone and concrete,
the team installed a small camera atop the statue’s head. Pirelli and
Leo Burnett Tailor Made / São Paulo then launched the world’s first
Instagram account for Christ the Redeemer, which took pictures of
visiting tourists and tagged them online. As countless people ascend
the mountain daily to ask that Christ watch over their lives, Pirelli and
LB Tailor Made gave these people an unexpected gift, a picture of
themselves being watched over by one of the seven modern wonders
of the world. This beautiful HumanKind act generated positive publicity
for Pirelli and has transformed an iconic landmark into a hugely popular
interactive Instagram account that visitors can now engage with.

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Makita Tools It All Starts With The Right Tools
Leo Burnett / Frankfurt
Category: Direct Mail
Makita has been producing high quality tools for professionals
for almost 100 years. To dramatize the precision performance
that Makita drill bits deliver, LB/Frankfurt designed a series of
exquisite direct mail pieces that served as attention-getting
packaging for some of the brand’s high end drill bits. Created to
resemble some of the world’s most famous skyscrapers, these
direct mail pieces were sent to architects, building contractors,
journalists, and bloggers, and were featured on the shelves of
Makita dealers. The exquisite and intricate crafting of these
miniature buildings generated buzz in industry press, and high-lighted
the superior quality of Makita drill bits and their capacity
to drill through concrete and stone with ease and precision.
‘Makita. It All Starts With the Right Tools.’

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Hair Culture Hairstyle Calendar
Leo Burnett China / Hong Kong
Category: Design & Packaging (Case Study)
Hair Culture is a high end hair salon in Hong Kong. As a gift to the
salon’s VIP customers, LB/Hong Kong collaborated with a paper
sculptor to design a unique hairstyle calendar. Each month of the
year was crafted to resemble a different hairstyle, symbolizing
how each month VIP customers could visit Hair Culture and give
themselves a totally different look. This beautifully designed tactile
calendar reflects the premium quality of Hair Culture’s services.

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Appendix: Cultural Fuel - 4Q14 Beijing
We are eternal students of human behaviour.
The GPC travels to a different city and country every quarter, to learn from and be inspired by Leo Burnett
agencies across the globe, while observing and sampling the wares from each host country’s rich cultural
landscape. In Beijing, while marveling at mind-boggling modern architecture and ancient Chinese temples,
the group came across the following artists’ work. Below are links to a selection of words and images offering
a brief glimpse into China’s infinitely rich history and vibrant arts scene.
29
Raise the Red Lantern
This critically acclaimed 1991 film
was directed by Zhang Yimou,
and has been called one of the
“landmark films of the 1990’s.”
“...a Chinese film of voluptuous
physical beauty and angry pas-sions...
This film...can no doubt
be interpreted in a number of
ways - as a cry against the sub-jection
of women in China, as an
attack on feudal attitudes, as a
formal exercise in storytelling -
and yet it works because it is so
fascinating simply on the level of
melodrama.” - Roger Ebert
The Art of Zu Jinshi
“Zhu Jinshi produces abstract
paintings whose surfaces are built
up with thick, near-sculptural lay-ers
of oil paint.... Zhu belonged to
a group of Chinese avant-garde
artists named the Stars, which
formed in 1979 to challenge aes-thetic
conventions and exhibit
their work publicly. The group,
which included the famous dissi-dent
artist Ai Weiwei, was granted
an exhibition in 1980 at Beijing’s
National Gallery, a breakthrough
in Chinese cultural expression
that helped to establish the cre-ative
force of the individual.” -
-from Artsy.net
The Writings of Lu Xun
“Lu Xun (or Lu Hsun, pronounced “Lu Shun”; 1881-
1936) has been considered China’s greatest modern
writer for most of the 20th century. Many of the other
authors of fictional works of social criticism popular
during the 1920s and 1930s have been at least par-tially
discredited or criticized during the various po-litical
movements in China since 1949, but Lu Xun’s
reputation has remained consistently distinguished.
Mao Zedong (1893-1976) called him “commander of
China’s cultural revolution.” - Dr. Marsha Wagner