Pencil Shavings: 2Q12 GPC, Beirut

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 2Q 12

A Letter from Mark
Dear Friends,

Five weeks ago I had the pleasure of spending a few days in Beirut, discussing and evaluating work alongside
some of the brilliant leaders of Leo Burnett’s Middle East & North Africa region. It was an inspiring week, filled
with candid debate and good company, and the entire 2Q12 GPC team relished our time in Lebanon. Beirut is an
astonishing place that confounds expectations, a vibrant creative hub filled with cosmopolitan people who have a
wealth of life experience and a truly unique perspective on the world around them. The city has an ancient heritage
as well as a modern mentality, and multiple languages and traditions coexist to form the rich cultural mosaic that
is Lebanese society. There is something timeless about Lebanon and its people, who have endured centuries of
turbulence and uncertainty but have never let events overwhelm their passions or identities, or stifle their love of
ideas, their taste for high fashion, or their ambition to transcend limitations and borders. There is a lot we can learn
from our friends in Beirut, and I’m delighted that the GPC finally had an opportunity to visit one of the Leo Burnett
network’s most celebrated offices, in one the oldest and greatest cities of the world.

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A Haul of Lions
The great Lebanese poet Kahlil Gibran once wrote that “progress lies not
in enhancing what is, but in advancing toward what will be.” Every year I
find myself reflecting on our progress as a company as I depart Cannes
in late June. Beyond it’s role in honoring the great work produced over
the past year, the Cannes Lions International Festival of Creativity also
offers up a tantalizing glimpse into the world that lies ahead. Cannes is
both a barometer that charts the health of our industry, and a showcase
of future-facing thinking that helps determine how we must reinvent our-
selves each year to meet the challenges of tomorrow’s world. We cannot
simply refine the skills we have and expect that to suffice: we must also
embrace new ways of thinking and adapt to new tools and mediums.
Our business is changing as communication evolves. Cannes offers us an honest assessment of where we stand
in relation to our competitors, and also shows us that a future we can barely imagine is much closer than we think.

This year, I’m proud to say that the Leo Burnett global network won the largest number of Lions it has ever won
at Cannes. Our previous record was an impressive 52 Lions in 2010, but this year, the network won a total of 55
coveted Lions, a remarkable achievement that highlights our global creative prowess. We were awarded 9 Gold,
16 Silver, and 30 Bronze Lions, and we also had a record 173 pieces shortlisted, across a range of categories
and communication channels. 22 different offices contributed to this total, demonstrating the depth and breadth
of our talent around the world. Leo Burnett offices from Milan, Detroit, Shanghai, Sydney, Beirut, New York,
Melbourne, Zurich, Bangkok, Toronto, Seoul, Tokyo, Colombo, Mumbai, Warsaw, São Paulo, Bogota, Singapore,
Brussels, Dubai, Chicago, and Lapiz all won Lions in 2012. There were highlights every night, but I’m particularly
proud of the fact that the iconic Bundy Rum “Watermark” campaign that LB/Sydney produced for Diageo, which
won a Gold PR Lion in 2011, was awarded a Gold Creative Effectiveness Lion in 2012. That’s two years in a row
that Leo Burnett offices have won Gold Creative Effectiveness Lions, testifying to the fact that our finest creative
work, rooted in brilliant strategic thinking and executed with impeccable craftsmanship, inevitably results in strong
business growth for our most important clients.

It’s also hugely encouraging that we won two Gold Lions for Branded Content and Entertainment in the category’s
inaugural year at the festival. This is arguably the most exciting and future-facing field. We are no longer in the
business of advertising at ‘consumers’: we are people’s partners in their ongoing quest to find compelling content
that entertains and inspires them. The ability to curate creativity is becoming as important as the ability to produce
original content, and two Gold Lions in this category means we’re on the right track.

It’s clear from our performance at Cannes that we’re firing on all cylinders, and our HumanKind philosophy is
helping to push the needle forward for the entire industry. We are poised and ready for what comes next. I’m very
proud of everyone who poured blood, sweat, and tears into our product to get these results, and I want to thank
you for all your hard work. Each year, we are taking the necessary steps to advance towards the lofty goal our
founder laid down so many years ago: “best in the world, bar none.” In 2012, we took home the largest haul of
Lions in company history. This new benchmark is a sign of progress, and I hope in the years to come we continue
to break our own records as we pursue the greatness that is our birthright as part of Leo Burnett Worldwide.

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Now that Cannes is over, we must return to the work at hand with renewed energy. Although our record-breaking
success at the festival this year was hard won, we cannot afford to rest on our laurels. It is one thing to reach the
giddy heights of our profession, and something else entirely to stay up there, where the air is thin and where the
view is dizzying. It is a constant battle to overcome the complacency that accompanies success which sets the
truly great apart from everyone else. Success must become something we practice routinely until it becomes a
habit we come to expect. I ask you all to savor this moment, to celebrate your Lions and those of your colleagues,
to praise your teams, and to reflect on all that it took to get us here. Let’s use this success as an inspirational
springboard to get back to work. The campaign for Cannes 2013 starts today.

A great example of an agency with this singular focus is Leo Burnett/Beirut. In 2009, at Cannes, Beirut won the first
Gold Lion ever awarded to a Lebanese agency for their brilliant ‘Khede Kasra’ campaign for the Hariri Foundation.
In 2011, they won a Silver Lion for their ‘Fake it All’ campaign for the Brand Protection Group. The team regarded
these accomplishments not as an end, but as a beginning, the start of a new chapter, and began their work
rejuvenated, with the expectation that they would win another Gold Lion in 2012. Their relentless drive paid
off, as last week, Leo Burnett/Beirut won a Gold PR Lion, two Silver Lions and two Bronzes for their phenomenal
“No Rights No Women” campaign, and the agency also picked up another Lion for work featured in the following
pages. This is an agency committed to producing great work, and they do an excellent job of taking advantage of
every opportunity that comes across their desks. They are passionate about what they do, and they are hungry
for the kind of sustained success that the world’s best agencies enjoy. It’s a credit to their leadership team that
they’ve improved upon their performance at Cannes last year, and I hope to see them on stage at Cannes again
next year and in the years to come, earning further recognition for the outstanding work they are producing.

Please take a look at some of Leo Burnett/Beirut’s amazing work in the pages that follow. We were delighted to
award the agency with only the second 9-Ball the GPC has ever bestowed, for their inspiring campaign “A Bet for
A National Conscience” created by former CCO Farid Chehab. This HumanKind campaign that has the potential
to change an entire country’s fortunes, and it’s wonderful that Leo Burnett is the driving force behind it. The 2Q12
8-ball gallery is also full of Cannes Lion winners from around the world, and this quarter’s 7+ collection features a
range of intelligent, well-crafted work. Please spend some time, as the GPC did, marveling at the creative output
of our company and the talented people we have working under the Leo Burnett banner.

On behalf of all the 2Q12 GPC delegates, I want to extend a deep thank you to Carol Hanna, Hala Akiki and the
whole team at LB/Beirut for being amazing hosts, and I also want to thank LB/MENA’s CEO Raja Trad for making
this GPC possible. A special thank you also goes to Bechara Mouzannar, the CCO of LB/MENA, who repeatedly
went out of his way to provide all of his guests with an immersive experience of his country. Bechara served as an
incomparable tour guide, offering up insightful commentary and providing us with a window into the rich history of
Lebanon. His generous hospitality went above and beyond what anyone expected, to the point where years from
now it will became the stuff of legend. All of us departed Beirut deeply appreciative of our shared experience. All
in all, it’s been a marvelous few weeks, and the future looks bright indeed.

Kind regards,

Mark Tutssel
Chief Creative Officer
Leo Burnett Worldwide

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HumanKind GPC 2Q 12

aims to add something
to people’s lives.


Contents
The 2Q12 Global Product Committee 6

Starting from Scratch: ReBoot 7

Bechara Mouzannar: Not All Who Wander Are Lost 8

Farid Chehab Comes Full Circle 9

The 2Q12 9-Ball Gallery 10

The 2Q12 8-Balls 11

The 2Q12 7+ Gallery 24

“Conferences are often valuable, and it is not necessarily true that five people
in a room are five times as stupid as any one of them, but the only creative
conference worth a damn, in my opinion, is one in which everybody in the
room starts from the same base of fact, a consuming appetite for ideas, no
matter how wild they may first appear, and a humble respect for them.
I have learned that producing outstanding ads is a process of profligate
wastefulness of people’s time, skills, and sometimes their feelings.”

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The 2Q12 Global Product Committee

Clockwise, from left to right: Bechara Mouzannar (LB/MENA), Raja Trad (LB/MENA), Pawel Heinze (LB/Warsaw),

Peter Kacenka (LB/Slovakia), Mohamed Fouad (LB/Cairo), Per Erik Jarl (LB/Oslo), Areej Mahmoud (LB/Beirut),

Rich Stoddart (LB/Chicago), Ahmed Hussain (LB/Cairo), Nabil Rashid (LB/Dubai), Jean Traboulsi (LB/Dubai),

Grisha Sorokin (LB/Moscow), Mark Tutssel (LB/Worldwide), Cristiano Tonnarelli (LB/Milan),

Nada Abisaleh (LB/Beirut), Carol Hanna (LB/Beirut),

Paulo Dematteis (LB/Milan), Rosalie Geier (LB/Chicago),

Hala Akiki (LB/Beirut), Farid Chehab (LB/MENA),

Fuad Ahmad (LB/Bangkok), Peter Bidenko (LB/Dubai),

Haakon Dahl (LB/Oslo), Jennifer Skidgel (LB/Chicago),

Anja Radulovic (LB/Belgrade)

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Starting from Scratch

Sometimes you just need to start over. Throw out the rule book, discard everything you think you know, and
begin with a blank sheet of paper and an open mind. Wipe the slate clean. Too often in our business we
make the choice to simply follow formulas, to take the path of least resistance and accept the dubious briefs
we’re handed without fighting for anything more. The easiest way to produce forgettable work is to simply do
what’s expected of us, to go through the motions and let the machine crank out something safe, familiar, and
predictable. Beset with deadlines, hemmed in by research, and tasked with delivering something on a budget
that clients will actually buy, inertia almost always prevails. Without a time and space to really give new ideas
and fresh approaches an honest hearing, we tend to fall back on what we know, and ultimately end up with
the safe media buy, the clichéd product demo, and the tried and tested techniques that have worked since
time immemorial. We end up doing uninspired work.

This is why the Global Product Committee is initiating the ReBoot Series. Quarter after quarter, year after
year, the GPC has observed that a certain stagnation occasionally seems to set in on any given account. It’s
a perfectly understandable situation, but without some external impetus to shake up the complex web of
egos, relationships, and attachments knotted up around a piece of business, the problems will likely become
more entrenched, and fresh ideas will find no inroads in. The business may be fine, and the advertising may
be working, but that does not mean that we cannot do better. The GPC believes that every brand team should
have a periodic opportunity to examine its brand anew, stripped of all its scaffolding, and regarded like a
shiny piece of new business that our agency would like to befriend for the first time. If you were pitching to
this client for the first time, would you present to them the work that you’re doing now? Maybe so, but it can’t
hurt to spend a weekend, a day, or maybe just a few hours examining your brand with new eyes. Strip away
all your premises and look at it with a fresh perspective. Invite random people in to reconsider its purpose.
ReBoot it, and see what makes it tick. Replenish your idea pool by contemplating alternative possibilities.
Recharge, rejuvenate, and reset. The ReBoot Series will give brand teams the opportunity to restructure
platforms, reappraise strategies, and consider ways to buck convention. Without this series, it’s likely that
our communication calcifies into predictable campaigns, and our daily work becomes replication instead of
creation. Perhaps the ReBoot Series will simply be an hour spent throwing out half-formed ideas that could
never work. Perhaps nothing usable will emerge, and we will return back to our previous approach with a
renewed appreciation for the status quo. That’s fine. But there is always the potential that we stumble upon
something profound, or something brilliant or even just more fun, and if we don’t make space for this kind of
open reappraisal of ourselves, we are not fully serving our clients or their brands.

We are launching the ReBoot Series in the second half of 2012. It’s coming soon to an office near you.
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Bechara Mouzannar:
Not All Who Wander Are Lost

In the middle of a Rio de Janeiro street at night, just behind Copacabana, a Lebanese traveler is being held at
knife-point by a gang of Brazilian men demanding all his money. Surrounded by hostile faces and with a blade
placed flush against his throat, there is no escape available, no hero waiting to intercede, and no possibility of
any outcome that defies the harsh and unforgiving reality of favela life. The blade is pressed against his chin and
above him looms a hard and threatening face indifferent to his fate. At this moment, with his life in the balance,
the man opens his mouth and begins to sing: “Tristeza não tem fim, felicidade sim. A felicidade é como uma
gota de orvalho numa petala de flor....” The first phrases of the iconic Brazilian love song ‘A Felicidade’ pour
out of him, and the blade drops from his throat as his surprised captors stare astonished at the man singing his
heart out in Portuguese. The cloud of danger suffusing the moment drops away, and is replaced with sudden
good humor at the unexpected turn of events. The knife is pocketed, and the men surrounding the traveler
begin to laugh, and they join in and sing the song’s last refrain together: “A Felicidade é como uma pluma, que
o vento vai levando pelo ar...” The man looks out at the group and they look back at him, with newfound respect
and curiosity, and when he offers them his money they refuse to take it. In a few minutes he will depart the scene
unscathed, with his wallet intact, and with new friendships made in one of the most dangerous neighborhoods
in the world. They have recognized in each other a shared humanity, and they part ways with blessings and
good wishes all around.

This is a true story from the life of Bechara Mouzannar, a man of profound depth who navigates the world
with a studied grace that colors all of his interactions. Bechara serves as Leo Burnett’s Chief Creative Officer
for the Middle East & North Africa, overseeing the work of multiple offices in the region. A 2009 graduate of
Michael Conrad’s Berlin School of Creative Leadership, Bechara’s long and storied career in advertising
over two decades has made him one of Leo Burnett’s most highly regarded global creative leaders. He has
been an ardent champion of the work from the Middle East for years, and under his leadership, the offices in
LB/MENA are rapidly ascending the global creative rankings. Beyond his invaluable contributions to the Leo
Burnett brand, Bechara is also a devoted family man, and the proud owner of a formidable film collection of
over 8000 movies culled from video stores across the planet. Bechara is so much more than an ad man. He
is a connoisseur of art and beauty, a scholar of history, a rich repository of culture and ideas, and an avid
traveler who bridges seemingly impossible gulfs with unassuming grace, a gifted tongue, and a refined mind.

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Farid Chehab Comes Full Circle
“My name is Farid Chehab, and I am from the past.” This self-effacing
proclamation at the beginning of the 2Q12 GPC drew laughs from the
group, most of whom have known the silver-haired gentleman in the
corner of the room for many years. While he has transitioned from
his role as the Chief Creative Officer of Leo Burnett’s Central Europe,
Middle East, & Africa region (CEEMEA) into semi-retirement, Farid
was invited to participate in the 2Q12 GPC because he is a celebrated
authority on creativity, and because he has lobbied for a GPC in his
hometown of Beirut for many years. Farid’s experience is invaluable,
his perspective is unique, and when he grips a microphone and lets
loose on the merits or flaws of any given piece of work, it’s clear that
he is far more than just a quirky voice from yesteryear. Farid offers
cutting and insightful critiques, with a brutally eloquent honesty that is
one of his trademarks. He is never shy about offering his opinions, and
his outspoken assertions have long been a highlight of GPC debates.
As the cofounder of H&C Leo Burnett/Beirut in 1974, he is a legend in
his own right, and indisputably one of the greatest ad men the Middle
East has ever produced.

What does one do for a second act, after a long and illustrious career
at Leo Burnett? Farid chose to write a compelling book entitled “A
Bet For A National Conscience,” and has invested time and energy in
fostering a dialogue about the future of the Lebanese people. In his
book, he puts forward market-based solutions to some of Lebanon’s
ongoing problems, and the book serves as both a challenge issued to
the Lebanese people and a call to arms for those occupying positions
of influence to begin a vast series of projects that have the potential to remake the country’s civil society. It
makes a brilliant case for change, and through Farid’s charisma, connections, and the strength of his ideas,
the book has already begun to bear fruit. Below is a short passage from his book (available for free online
at pari-rihan.org in French, English, & Arabic) where Farid reflects on the motivations underlying his writing.

“Someone once told me that a man needs three things to be happy: start a family, build a house, and write
a book. I would add a fourth prerequisite to reach happiness: giving back. Giving back to society what it
generously gave to you. This is probably what pushed me to finally write this book...

...Each of us, in our search for happiness, has a duty to give back: the industrialist through initiatives to help
the environment he destroys, the researcher through life-saving discoveries, the philosopher, with new concepts
in a distraught world searching for new answers. If this book is able to move our destinies forward, it would
be wonderful. At the very least, it will have made me a little bit happier and appeased my conscience.”

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Leo Burnett Beirut A Bet For A National Conscience
Leo Burnett / Beirut
Category: Integrated

Lebanon has been continually plagued with political unrest for decades. Multiple wars and regional conflicts have hindered the nation’s
economic progress and development, and the country’s government has struggled to effectively serve a diverse population comprised
of many different social and religious groups, each with different agendas and concerns. In the face of constant upheaval, and without a
common national objective to rally around, the Lebanese people have lost faith in their politicians, and have trouble envisioning Lebanon’s
long term future. With the intention of changing this mentality, and enacting alternative solutions to the country’s problems, Leo Burnett
MENA’s chairman Farid Chehab authored a book entitled “A Bet for A National Conscience,” in which he puts forth ideas designed to help
the country develop a federative economy. The widespread interest in the interactive book (available for free online in Arabic, English, and
French) started a national conversation, and the ideas and proposals suggested by Farid Chehab quickly became the basis of a much
larger initiative. The book helped bring together some of the country’s top entrepreneurs and business people to form a Civic Influence
Hub, which serves as a committee with the economic power, vision, and connections to begin working on huge public projects designed
to improve the country’s long term economic health. By bypassing all the problems involved in dealing with a gridlocked government, the
Civic Influence Hub can work efficiently on public projects without being subjected to political pressures. Farid’s book has initiated a new
chapter for the Lebanese people, and this brilliant 9-ball integrated campaign has the potential to markedly change the future of Lebanon.

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The Village Voice New York Types
Leo Burnett / New York City
Category: Promo & Activation
(Cannes Gold Branded Entertainment Lion)

The Village Voice is legendary publication with a reputation for
capturing and delivering the real, uncensored voice of New York
City. To emphasize this heritage, and re-establish the Village
Voice as the city’s go-to source of arts and culture, LB/New York
City created “New York Writes Itself,” a crowd-sourced content
platform designed as a place for New Yorkers to write down the
amazing things they see and hear on the streets of NYC every day.
By capturing and sharing these impressions, New Yorkers could
see their observations transformed into editorial and creative
content. The first execution in this campaign was a letterpress art
exhibition in which the city’s leading letterpress artists brought real
words heard on the streets of New York City to life, letter by letter.
The exhibition was hosted at the Art Director’s Club of New York
and was a huge success, well-attended and publicized throughout
the city in influential editorial channels like the New York Times.
Due to the campaign’s widespread popularity, the Village Voice
has made New York Writes Itself into a permanent piece of the
publication’s art and culture content. New components of this
campaign are in progress and will appear in late 2012 and beyond.

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La Sexta Alcatraz Delivery
Leo Burnett / Madrid

To promote the show “Alcatraz” on
Spanish TV channel La Sexta, Leo
Burnett Iberia created a food delivery
service that let people sitting in the
comfort of their own homes experience
a little taste of prison life. Anyone who
ordered food from Alcatraz Delivery
was greeted at their front door by a
convict, accompanied with a police
officer, who handed over a meal along
with impeccably designed prison-
themed paraphernalia promoting the
show. Online and offline components
helped make this campaign a hugely
successful PR coup for La Sexta, and
made the premier of “Alcatraz” one
of the most watched shows of the TV
season in Spain.

Switzerland Tourism Weather Prophet - Ant Hill
Leo Burnett / Zurich
Category: Film

Martin Horat is a real, authentic Swiss “Weather Prophet”, who has built a large following in Switzerland for his annual proclamations that
detail what kind of year lies in store for the Swiss people. Will it be a long winter or will it rain early? Martin gleans information by shaving
cow’s skulls, observing field mice, tasting snow, and in this funny spot from Leo Burnett Zurich, he divines a great winter ahead, which he
foresees through a masterful act of ant-whispering. The charms of Switzerland have never been more readily apparent. Book your trip now.

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Coca-Cola - Coke Studio
Sounds of Happiness Calendar
Leo Burnett / Mumbai
Category: Design

The Coke Studio TV program features performances from a wide
variety of Indian musicians, each a distinct articulation of India’s
rich musical heritage. To promote the show, Leo Burnett Mumbai
designed a beautiful direct mail piece, a 12-month “Sounds of
Happiness” calendar where each month is represented by a Coke
bottle filled with distinctive elements that capture the sounds of
each month of the year in India. Every bottle was a functional
musical instrument, a rhythmic shaker that could be played by its
recipients. Calendars were sent to select musicians who made
these percussion instruments into a hot topic throughout India’s
music industry. The calendar brought out the sounds of happiness
for music lovers everywhere, and built publicity for Coke studio.

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McDonald’s Family Time Forever
Leo Burnett / Dubai

McDonald’s has always been a family-oriented restaurant focused on
providing simple, easy meals that both parents and kids can enjoy. In
a city with a growing number of workaholics, Leo Burnett Dubai asked
people an important question: “what happened to family time?” The
campaign was launched around a beautiful TV spot featuring children
boldly striding into offices and reclaiming their parents from meetings
and cubicles, pulling them away from their office responsibilities and
into a McDonald’s to share a meal. A variety of channels were used to
amplify this message, posing the same poignant question to people
about their work/life balance. Outdoor posters written in a child’s
stilted script posed requests like: “Mr. CEO, please send daddy home
before bedtime.” Ambient executions placed children with microphones
in office lobbies petitioning their parents to take some time off. Tray
liners at McDonald’s restaurants were printed with a “parent’s report
card” where kids could grade their parents on their attendance at family
events. Each execution helped emphasize McDonald’s positioning as
a family restaurant where children and parents could come together to
celebrate life’s most important relationships.
McDonald’s. Family Time Forever.

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Qingcongquan Autism Foundation
The Distance Between Mother And Child
Leo Burnett China / Shanghai
Category: Design
(D&AD Yellow Pencil for Spatial Design)

On April 2nd, World Autism Day, Shanghai’s QingCongQuan
Autism Foundation launched an exhibition of “living sculptures” in
Shanghai’s Central Library to raise public awareness of the plight
of Chinese families with autistic children. The sculpture contains a
mother and her child, both dressed entirely in black, sitting at each
end of a 20-meter long, black netted cage, vividly presenting the
psychological distance between the autistic child and its parents.
Literature was disseminated, detailing the organization’s work and
the facts about the pervasiveness of autism in China. This exhibit
generated widespread media coverage and helped bring autism
out of the shadows and into the public light.

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Chulabhorn Hospital - Cancer Patients Department
Hair for Hope
Leo Burnett / Bangkok
(Two Cannes Bronze Promo & Activation Lions)

Leo Burnett Bangkok wanted to help cancer patients in Thailand pay for expensive
chemotherapy treatments. The agency enlisted a Thai artist who used hair lost from
cancer patients to craft beautiful sculptures which became the basis of a “Hair for
Hope” exhibit at a prominent Bangkok art gallery. These original art pieces were
ultimately sold, with the proceeds helping to finance chemotherapy treatments for
patients who could not afford to pay for them. This campaign helped save lives.

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Montblanc - Nicolas Rieussec Chronograph The Beauty of A Second
Leo Burnett / Milan
Category: Integrated (Cannes Gold Direct Lion, Cannes Gold Branded Entertainment Lion,
Cannes Silver Cyber Lion, Cannes Silver Promo & Activation Lion)

“The Beauty of a Second” is an international campaign created by Leo Burnett Milan to promote Montblanc chronographs, which were
created to honor Nicolas Rieussec, the man who invented the original chronograph 190 years ago. The campaign idea was to create the
world’s first 1-second long film festival, where people submitted 1-second videos celebrating the fragile beauty captured in just a single
moment of time. The contest captivated people’s imaginations, and resulted in submissions from all over the world, making this initiative
one of the most successful user-generated campaigns Leo Burnett has ever produced. The entries were hosted online and generated
immense web traffic. Montblanc partnered with Vimeo to curate the submissions, and on the campaign site, viewers could compile and
select second-long videos to create playlists, and add different original music scores to their collections. Noted filmmaker Wim Wenders
served as the judge of the festival, selecting the winning entries, who received Nicolas Rieussec Chronographs as prizes. This campaign
generated global publicity, and enhanced the public’s awareness of Montblanc as one of the world’s most prestigious watchmakers.

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Montblanc - Nicolas Rieussec Chronograph Fonts
Leo Burnett / Milan
Category: Design (One Show Design Gold Pencil for Craft Typography)

This typeface was designed as one component of Montblanc’s hugely successful “Beauty of a Second” campaign. Each letter is
composed of one clock-face, representing various increments of time. This font was used in the cover design for the “Beauty of a
Second” soundtrack album, and was also utilized in animation elements for the “Beauty of A Second” award ceremony.

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Fontegrafica S.R.L. Sabbatical Year
Leo Burnett / Milan
Category: Design

If you could go on sabbatical anywhere in the world, where would you go? This is the concept behind Fontegrafica’s ‘Sabbatical
Year’ calendar, created by designer Azzura Bacchetta. The calendar chronicles a global trip, with each month’s unique imagery
composed of the smells, icons, and colors of different nations and cultures. Each impeccably designed month showcases a wide
array of the specialized printing techniques employed by Fontegrafica, a recognized global leader in the printing business.

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Fiat - Original Spare Parts
Butler / Nurse / Clown
Leo Burnett / São Paulo
Category: Print
(Cannes Outdoor Bronze Lion)

‘Just one non-original part changes the whole story.
Fiat. Original Parts.’
This is a classic example of the beautiful art direction
Brazilian agencies are renowned for producing. These
exquisitely designed posters for Fiat Original Spare
Parts are the first installment of award-winning work
from our new office in São Paulo, Leo Burnett Tailor
Made.

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Diageo - Bundaberg Rum Catfish / Pig / Butterfly
Leo Burnett / Sydney
Category: Radio (Cannes Bronze Radio Lion - Best Scriptwriting)

Catfish
SFX: Light music throughout.
Voiceover: In what must be Mother Nature’s worst typo, a human was given a mere ten thousand
taste buds, while a catfish received one hundred and eighty thousand, all over it’s body, making it
basically a swimming tongue. Yet, what does the creature with more taste receptors than a food
network studio audience get to start the night doing? Squirming through the foul tasting gauntlet of
a river bed’s nether regions, while humans, who think that everything tastes like chicken, start the
night with double distilled, red gum tree-filtered Bundy Red Rum.
Bundaberg Red. It’s as smooth as life is rough.

Pig
Voiceover: Did you know that pigs have twice as many taste buds as humans? But instead of
reviewing inner city restaurants, these little piggies start the night staring down the barrel of another
barrel of bitter tasting, tail-curling, unidentifiable slop. Fortunately, these greviously-overqualified
waste disposal units cannot physically look up, for if they could, they would see that the farmer,
who has ten thousand taste buds less than the creature he intends to baste in its own juices, starts
that same evening sipping double distilled red gum tree-filtered Bundy Red Rum.

Butterfly
Voiceover: Have you ever noticed how hesitant butterflies are to land? It’s because they taste with their feet. Imagine walking to work
and tasting everything you stepped on along the way. Yes, everyday is taste roulette for nature’s confetti. Add in a short life expectancy,
and it’s little wonder that the butterfly ends each exhausting day with a bitter taste in its mouth. Meanwhile, we humans, whose taste
buds have spent their day relaxing on a soft pink cushion, like overpriced jewelry, sip undeservedly on double distilled red gum tree-
filtered Bundy Red Rum.

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Diageo - Bundaberg Rum Footy Dreams

To reach Bundy’s target audience of young men in an increasingly cluttered
media landscape, Leo Burnett Sydney decided to attempt unlocking the world’s
largest “untapped vault of virgin media,” by accessing men’s dreams while they
sleep. The agency was familiar with the scientific research indicating that it is
possible to influence the content of dreams by feeding the mind messages prior
to sleeping. Using this fact, and the insight that most Australian men grow up
wanting to be legendary football players, LB/Sydney launched the world’s first
branded “dreamcasts,” courtesy of Bundy rum. These recordings, which were
released as free podcasts via the iTunes store, gave subscribers the opportunity
to become football stars in their sleep. The “dreamcasts” offered a narrative
structure that successfully infiltrated men’s dreams, and within just a few weeks
of launching this service on iTunes and an accompanying microsite, the “Footy
Dreams” program had reached over 50,000 men. During the campaign, sales
of Bundy rum grew by 6%. With this innovative new approach, Bundy bravely
ventured where no brand has gone before: into the realm of dreams.

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Diageo - Johnnie Walker
Keep Walking Lebanon - Nadine Labaki

Johnnie Walker in Lebanon was looking to take the brand’s “Keep
Walking” campaign line into the future. For the first time in its global
history, Johnnie Walker selected a woman to serve as the brand’s
spokesperson and as the embodiment of the “Keep Walking” ethos.
Celebrated filmmaker Nadine Labaki has received international
praise as a director, and her latest film “Where Do We Go Now” is a
meditation on the uncertainty that helps characterize the Lebanese
identity. Leo Burnett Beirut leveraged Nadine’s talent and her fame
in a series of films and interviews that served as TV commercials
and viral components of this campaign. Print ads and posters were
also crafted, and the campaign became hugely popular in Lebanon
and helped Johnnie Walker stake out new territory for the brand.
Nadine’s artistry served as the campaign’s centerpiece, and through
a concerted PR effort, the brand increased its market share, grew its
online community, and gained valuable advocates simply through an
inspired choice of its spokesperson.
Johnnie Walker. Keep Walking Lebanon.

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Diageo - Johnnie Walker Diageo - Johnnie Walker
Keep Walking Lebanon / Nadine Labaki - On Set Keep Walking Lebanon / Nadine Labaki - On Screen
Leo Burnett / Beirut Leo Burnett / Beirut
Category: Film Category: Film

This beautiful spot for Johnnie Walker shows Nadine Labaki on Premiering on New Year’s Eve, this second TV commercial for

the set of one of her films, directing a crew of people as her voice Johnnie Walker shows Nadine Labaki watching a screening of her

narrates the journey that has taken her from relative obscurity hit film “Where Do We Go Now” in a public square in Lebanon,

to international acclaim. How does one overcome obstacles to as she ruminates on the purpose underlying her aspirations as

achieve success as an artist? Nadine says that “no matter where a filmmaker. Her movie tackles difficult subjects, and conveys a

you’re from, when you give a voice to your ideas, the whole world message about the need to coexist. “Where do we go now? We

will listen.” Walk with Nadine Labaki. Johnnie Walker Lebanon. decide.” Walk with Nadine Labaki. Johnnie Walker Lebanon.

Diageo - Bundaberg Rum The Distillatorium

After the devastating Queensland floods of 2010-11, visits to the
famous Bundaberg Rum distillery slowed to a crawl. Instead of
waiting for regional tourism to pick up again, the brand created a
traveling museum called the “Distillatorium,” which traversed the
country on trucks and offered visitors an immersive experience
celebrating Bundy Rum’s rich legacy as an Australian icon.

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Café Super Brasil Read the Country’s Fortune
Category: Integrated / Film

Throughout the Middle East, there is rich tradition of reading
people’s fortunes based on the residue left in their coffee cups. Leo
Burnett Beirut used this as the basis for an integrated campaign
for Café Super Brasil. The agency created the character of Abou
Nazih, a butler in the government headquarters who could foretell
the country’s near future based on the coffee cups of government
officials. This topical campaign was hugely popular in Lebanon,
and included multiple executions across a variety of channels.

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Switzerland Tourism Weather Prophet - Winter
Leo Burnett / Zurich
Category: Film

Martin Horat returns in a second spot promoting Swiss Tourism. He predicts a glorious winter in Switzerland on the basis of the sweet
tasting snow he clearly relishes. The use of an authentic Swiss weather prophet to promote the country as a tourist destination is a
marked departure for the category, but one which has clearly resonated throughout Europe. Switzerland Tourism. Book your trip now.

Ceylon Newspapers - Mawbima
Paper Flag
Leo Burnett / Colombo
(Cannes Bronze Media Lion)

This brilliant activation idea by Leo Burnett Colombo helped
people celebrate Sri Lanka’s independence day. A large flag was
printed on the back page of Mawbima, a national newspaper,
along with simple instructions that directed people to cut around
the image, instantly transforming the publication into a portable
flag. Congratulations to Leo Burnett Colombo for winning Sri
Lanka’s first ever Cannes Lions!

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Door Step School Ink Pad
Leo Burnett / Mumbai
Category: Promo & Activation (Cannes Silver Media Lion)

The Door Step School is an NGO focused on increasing literacy in India. To promote recruitment to adult learning programs, Leo
Burnett Mumbai used the most identifiable symbol of illiteracy–the thumb impression-to help convey the joy of writing. The agency
designed an ink pad that allowed illiterate individuals to print their name using thumb prints. A transparent sheet with cut-outs of
the alphabets of Hindi (Devanagari script) was placed on top of the ink pad. When the thumb was pressed onto it, only the ink from
the alphabet cut-out portion would get transferred onto the thumb. This simple device generated a 600% increase in enrollment.

WWF (World Wildlife Fund) - Earth Hour I WIll If You Will
Leo Burnett / Chicago

The challenge of Earth Hour 2012 was to go beyond the hour itself and encourage environmental activism that affects real change. To
this end, Leo Burnett Chicago launched the “I Will If You Will” platform, a program that gives people the chance to dare friends and
followers to commit to environmental action. The program allowed people to inspire each other, and resulted in increased engagement
and awareness around Earth Hour 2012.

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BMW ITALY - MINI The Big Bluff
Leo Burnett / Milan

In Italy, the Mini is one of the most sought-after first cars for
young people. But the price of a Mini makes it an unaffordable
dream, unless young people can convince their parents to buy
the car for them. This campaign from Leo Burnett Milan uses this
insight as the basis for a campaign that presents young people
with a variety of approaches to use to convince their parents
that they are worthy of a Mini. Ranging between insincere flattery
to outright brown nosing, these approaches are communicated
with a tongue-in-cheek attitude that fits Mini’s brand essence
perfectly. Multiple executions across a range of communication
channels help strengthen this idea that you can bluff your way to
a Mini, if you play your parents just right. The beautiful crafting of
this work and the strength of the underlying strategy help make
this campaign stand out in a crowded car category.

General Motors - Cadillac V-Series
The Perfect Storm - 4D Cinema
Leo Burnett / Dubai
Category: Film (Cinema)

To dramatize the speed, power, and acceleration of the Cadillac
V-Series, Leo Burnett Dubai created a cinematic experience for
moviegoers. The people seated in the theater were treated to a
blast of air courtesy of high powered fans when the Cadillac drove
by in the visceral twister sweeping across the movie screen. This
memorable experience perfectly conveys the brand character of
Cadillac’s finest cars.

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Effem Mexico - Lucas Native
Leo Burnett / Mexico City
Category: Film

A group of natives have captured two irreverent young
teenagers in a jungle trap. When the leader of the natives
demands Lucas candy, one of the captives slyly sells out
his friend by telling the natives that if they want Lucas, his
friend has some available. Meanwhile, he is dipping his
own candy and savoring the strong and intense flavors. He
watches as his friend is cut down and surrounded by the
hostile natives, pausing to periodically suck on his Lucas
candy as the natives tear apart his friend.
‘You’re the intense type. You’re the Lucas type. ‘

Amnesty International Captcha
Leo Burnett / Warsaw
Category: Interactive

Leo Burnett Warsaw identified an opportunity to
support human rights each time a computer asks
you to verify that you are in fact a real person,
and not a program or a machine. Recognizing
the widespread use of ‘captcha’ software, Leo
Burnett created a ‘captcha’ execution on behalf of
Amnesty International that lets people sign human
rights petitions each time a computer asks them
to verify their humanity. This simple and intelligent
interactive piece gathers data and enlists help on
ongoing petitions while asserting that “supporting
human rights is a better proof of your humanity
than typing distorted letters.’
Amnesty Captcha. Prove Your Humanity.

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McDonald’s
Parent’s Report Card
Leo Burnett / Dubai
Category: Print

As part of McDonald’s “Family
Time Forever” campaign, Leo
Burnett Dubai created “Parent’s
Report Cards” that served as
tray liners in restaurants. The
cards gave kids a chance to
evaluate their parents on their
punctuality and attendance at
family events.
‘McDonald’s. Family Time
Forever.’

McDonald’s Tastes of the World
Leo Burnett / Dubai
Category: Film

This charming campaign from Leo Burnett Dubai promotes the
McDonald’s “Tastes of the World” menu by using the cinematic
traditions and soap opera cliches found on screen in various
parts of the world. This quirky and entertaining TV campaign is
crafted beautifully, with an eye for detail and humorous premises.

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Diageo - Bundaberg Rum
Frames: Catfish / Butterfly / Pig
Category: Print

This campaign offers a master class in art direction.
Catfish
Copy: In what must be Mother Nature’s worst typo, a
human was given a mere ten thousand taste buds, while
a catfish received one hundred and eighty thousand, all
over it’s body, making it basically a swimming tongue.
Yet, what does the creature with more taste receptors
than a food network studio audience get to start the
night doing? Squirming through the foul tasting gauntlet
of a river bed’s nether regions, while humans, who think
that everything tastes like chicken, start the night with
double distilled red gum tree-filtered Bundy Red Rum.

Butterfly
Copy: Have you ever noticed how hesitant butterflies are
to land? It’s because they taste with their feet. Imagine
walking to work and tasting everything you stepped
on along the way. Yes, everyday is taste roulette for
nature’s confetti. Add in a short life expectancy, and it’s
little wonder that the butterfly ends each exhausting day
with a bitter taste in its mouth. Meanwhile, we humans,
whose taste buds have spent their day relaxing on a soft
pink cushion, like overpriced jewelry, sip undeservedly on
double distilled red gum tree-filtered Bundy Red Rum.

Pig
Copy: Did you know that pigs have twice as many taste
buds as humans? But instead of reviewing inner city
restaurants, these little piggies start the night staring
down the barrel of another barrel of bitter tasting, tail-
curling, unidentifiable slop. Fortunately, these greviously-
overqualified waste disposal units cannot physically look
up, for if they could, they would see that the farmer, who
has ten thousand taste buds less than the creature he
intends to baste in its own juices, starts that same evening
sipping double distilled red gum tree-filtered Bundy Red
Rum. Bundaberg Red. It’s as smooth as life is rough.

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Rasayana Retreat
Pig / Cow / Chicken
Category: Print

This Thailand retreat specializes in cleanses and detox
treatments for its guests.
‘Natural Detox Treatments. Rasayana Retreat.’

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Luerzer’s Archive Untouchable Covers
Leo Burnett / London
Category: Print

Luerzer’s Archive is an advertising institution, a quarterly collection of the world’s best communication that is essential reading for
anyone interested in creativity in marketing. Over the years, the magazine has developed a reputation around agencies as one of
the most stolen publications in the world. To address this problem, Leo Burnett London devised a series of magazine covers that
could be slipped on top of the latest edition of Luerzer’s and would render the magazines untouchable, keeping them safe from the
pilfering hands of greedy agency people desperate for some fresh inspiration. These beautifully crafted covers keep the magazine
from being nicked, because no one wants to be seen with a publication for self-professed “cock experts.”

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Raise the Roof
Dog / Outside / Job
Leo Burnett / Toronto
Category: Print
(Cannes Bronze Outdoor Lion)

These beautiful, award-winning posters for
Canada’s Raise the Roof organization address
the uncomfortable subject of teen homelessness.
Designed to confront people’s prejudices and
force them to question their assumptions, these
exquisitely laid-out print pieces are well-written
and have been crafted to perfection.
Congratulations to LB/Toronto for winning a
Bronze Outdoor Lion at Cannes for this work!

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Himaya Break the Silence Himaya Repetition
Leo Burnett / Beirut Leo Burnett / Beirut
Category: Integrated (Cannes Bronze PR Lion) Category: Film

Lebanon has a very high percentage of children who’ve been the This powerful film for Himaya shows the same disturbing scene
victims of sexual abuse. To shine a light on this taboo subject, unfolding over and over again, as spectators sit in the darkness
Leo Burnett Beirut partnered with the organization Himaya to debating and whispering to each other about what they ought to
launch an integrated campaign that raised awareness of this do. The message is clear: if you know anything about the sexual
problem in Lebanese society. Through impactful TV spots, print abuse of a child, call Himaya immediately to report it. This award-
and ambient pieces, and a carefully orchestrated PR push, Leo winning spot has helped initiate a national conversation on the
Burnett Beirut helped create a national conversation around subject of child sexual abuse.
this topic, and encouraged people to call a hotline if they ever
suspected a child was being abused. This campaign received a
Bronze PR Lion at Cannes. Congratulations to LB/Beirut!

Himaya Predator In The Park
Category: Ambient Media

This ambient execution for Himaya dramatizes how predators can
be all around you if you’re not paying attention. A creepy manne-
quin is painted into a park scene, until passers-by note his pres-
ence and pick up some of the papers by his side, warning them
of the presence of sexual predators in public parks in Lebanon. If
you’re not paying attention, the presence of this man might go un-
noticed. Thanks to Leo Burnett Lebanon, both kids and parents will
now be on the lookout for predators in the park.

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Center for the Protection of Children’s Rights Foundation Girl / Boy
Category: Print

‘It never goes away. Help stop child abuse before it begins. 02-412-1195’

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National Library Board of Singapore Emperor’s New Clothes / Little Red Riding Hood
Leo Burnett / Singapore
Category: Print (Cannes Bronze Press Lion)

‘Let your imagination unfold.’
This beautiful print campaign for Singapore’s National Library Board uses a variety of different illustrative styles to show how a single
story can be visualized in countless ways.

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Montblanc - Nicolas Rieussec Chronograph Flipbook
Leo Burnett / Milan
Category: Design

As part of Montblanc’s “Beauty of A Second” campaign, original flipbooks were
created documenting some of the 1 second films that captured fleeting beauty.

Leo Burnett Warsaw All Year Pencils
Leo Burnett / Warsaw
Category: Design

This self-promotional direct mail calendar from Leo Burnett Warsaw makes
great use of Leo Burnett’s iconic black pencil. 12 pencils represent the 12
months of the year, and the days of every month are notched along the side
of each pencil, encouraging people to use the pencil each day and shave
off a little more as you scribble and brainstorm for ideas. This elegant and
well-designed pencil box is both an interesting DM gift and a great way
to stimulate a conversation about the creative process. The agency also
created a web platform that served as an online hub for people to submit
the ideas they came up with while using their pencils. This well-conceived
and executed idea does a great job of leveraging the rich history of the Leo
Burnett brand and its iconography.

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Staedtler Church / Chair / Car
Leo Burnett China / Hong Kong
Category: Print (Cannes Bronze Press Lion)

‘Where it begins. Staedtler.’
This beautiful print campaign distills the essence of the Staedtler brand into simple, stunning visuals
that highlight the brand’s human purpose in the most extraordinary fashion. God is in the details.
The “Church” execution above was featured on the cover of a special Cannes edition of TechnikArt
magazine, and went on to win a Bronze Press Lion for Leo Burnett Hong Kong.

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Procter & Gamble - Max Factor
Evil Eye
Category: Print

‘All eyes will be on you. Smoky Eye Effect.
Max Factor.’

The symbol of the eye in the middle of the
palm is a well-known lucky charm in the
Middle East, which protects you against
envious looks. In Saudi Arabia, where this
ad ran, all women are veiled and the eyes
are the only visible facial feature.

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Pencil Shavings: 2Q12 GPC, Beirut

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Pencil Shavings: 2Q12 GPC, Beirut