Pencil Shavings: 3Q11 GPC, London

a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e GPC 3Q 11

pencil shavings
A Letter from Mark
Dear Friends,

Summer’s come and gone for most of us (and in the case of London, it didn’t arrive at all). It’s time once again to
refocus ourselves on the forthcoming year. There’s a bit of a lull every August, in the wake of Cannes, as we all
take a few well deserved days off to reflect on where we’ve come and where we’d like to go. The task at hand
begins with a clean slate, and I encourage all of you to take a few moments to consider the briefs in front of
you, the opportunities on the horizon, and the limitless potential of the coming year. We are privileged to work
in an industry where our ideas are currency, and where creativity is the most valuable asset in business today.
It’s important to remember that our clients do not pay us to produce advertising anymore: they pay us to build
relationships with people. The way forward lies in replacing the rigid dynamics of old marketing techniques with
a more fluid approach that puts people at the heart of all our communication. The expectations have shifted
as the channels have changed: STORYTELLING has evolved and become a two-way conversation between
brands and people. So how does a brand become a storyteller?

Human beings have been communicating with each other through storytelling since we lived in caves and sat
around campfires exchanging tales. We are hard-wired, as a species, to connect to stories. That’s why some of
the most successful and effective brands are master storytellers. A great story makes us laugh, listen, participate,
learn and remember.

If you are a company that enriches people’s lives, people will want to connect with your brand. The key to becoming
a great storyteller requires a ‘Human Purpose’. Purpose shifts the conversation from what a product does to
what it means. Purpose tells us what a brand
believes, why it exists, and what it’s going to do
about it. Purpose tells us how and where and
why and when a brand fits into a person’s life -
and the value it provides. At the heart of every
brand story is a purpose.
HumanKind
The secret is to create purposeful use of narrative Q3 GPC
and tell the brand story with wit, charm, intrigue London
and imagination. Storytelling will become the
key ingredient to managing communications
and innovation in the 21st century.

1


A Sort of Homecoming
I spent a week in my home town last month with the 3Q11 Global Product Committee, reviewing the output of LB
Worldwide. It was a small quarter, in terms of submissions, and consequently the 3Q11 7+ list is quite short. The jury
was also tough, but each member of the panel offered intelligent commentary and thought-provoking feedback on
every piece. The purpose of the GPC is not just to identify the 7+ work that serves as the creative standard for our
brand. The purpose of our meetings is to improve every submission, by providing constructive thoughts on every
piece submitted for evaluation. As I tell the group every quarter, the GPC is not an awards show. It is a platform for
self-improvement, and an opportunity for everyone in the network to receive honest, unbiased critiques of their
work from a panel of their peers. This process is part of what makes Leo Burnett unique, and it is the main reason
why we continue, year after year, to be named in the Gunn Report as the network with the most offices worldwide
contributing to our creative reputation. I urge all of you to ensure that the work you produce gets seen and evaluated
by the GPC at least once a year. The GPC is the connective tissue of our network, and an invaluable part of our
company’s DNA.

Although there was not a lot of 7+ work to celebrate this quarter, the executions that received high scores are quite
brilliant, and I hope you take the time to peruse this quarter’s 7+ gallery. Also included in this edition of Pencil Shavings are
some of the amazing presentations we saw in between sessions. Brilliant guests such as the leadership of D&AD,
Donald Gunn of the Gunn Report, and Jonathan Mildenhall of Coca-Cola all offered inspiring presentations that
everyone in our network should see. We were also privileged to hear from Giles Hedger, who sat on the inaugural
Cannes Effectiveness Jury this year. Giles gave us some profound insights from his experience judging this year’s
entries, including a clear brief in terms of how to prepare a perfect entry for the Cannes Effectiveness Awards next
year. Jonathan Mildenhall, one of the world’s most progressive clients, shared with us a highly inspiring presentation
into the way the Coca-Cola company thinks and behaves. I urge everyone to watch his thought-provoking and highly
informative film. It’s a great example of the kind of strategic thinking that will shape our industry in the years to come.

I’d also like to thank our hosts in London; Justin Tindall, Andrew Edwards, Giles Hedger, Paul Lawson, and particularly
Ann Hunter, who graciously welcomed the GPC to the city that I’ve always considered home. Good company, good
friends, and pints at the local pub after hours made for a lovely stretch of overcast days. Returning home to LB
London reminded me of T.S. Eliot’s famous quartet: “We shall not cease from our exploration. And the end of all our
exploring will be to arrive where we started and know the place for the first time.”

The pages that follow are filled with highlights of an inspiring week spent exchanging ideas and celebrating creativity.
Please take some time to look at the presentations and examine the work.

Kind regards,

Mark Tutssel
Chief Creative Officer
Leo Burnett Worldwide

2

HumanKind GPC 3Q 11

has real experiential value
at the time that it’s consumed
rather than just
dispensing a message


Contents
The 3Q11 Global Product Committee 5

London Calling:
Bright Minds Light The Way Forward 6

Lessons from the Cannes Jury:
Giles Hedger on Creative Effectiveness 7

Spikes Asia Awards 2011 8

Leo Takes New York 9

A Chat With the Leadership of D&AD:
The Toughest Jury In The World 10

Coca-Cola 2020: Jonathan Mildenhall Looks for Liquid Ideas 11

Donald Gunn presents The Gunn Report Archive 12

The 3Q11 8-Balls 13

The 3Q11 7+ Gallery 15

“The man with the pencil sits through far more meetings than he
should, but I have learned that the creative meetings which send him
back to his pad or typewriter with the greatest zeal often are those
which have provoked the hottest arguments.”

4


The 3Q11 Global Product Committee
Mark Tutssel Michael Pawel Heinze Tom Loockx
Worldwide Canning Warsaw Brussels
New York City

Farid Chehab Giles Hedger Kent Guy Moore
Beirut London Middleton London
Chicago

Graham Fuad Ahmad Gareth Anja
Lakeland Bangkok Simpson Radulovic
London London Belgrade

Guillaume Jorritt Donald Gunn Rosalie Geier
Chifflot Hermans London Chicago
Paris Brussels

Chris Chiu Andrew Bechara Nicola
Singapore Edwards Mouzannar Novellone
London Beirut Warsaw

Jonathan Richard Riccardo Kim Koster
Mildenhall Robinson Robiglio Toronto
Atlanta London Milan

Jennifer Justin Tindall Susan Credle Tom Bernardin
Skidgel London Chicago Worldwide
Chicago

The GPC would like to congratulate Anne Vigus on the occasion
of her 40th Anniversary with the company. Anne Vigus started at
Leo Burnett 40 years ago. At that time, Rod Stewart’s “Maggie
May” was number one in the charts, and Edward ‘Ted’ Heath was
the Prime Minister of Great Britain and Northern Ireland. Anne is
an amazing role model for anyone in this industry and a wonderful
human being. Happy 40th, Anne!

5


London Calling:
Bright Minds Light the Way Forward
London has always been a hotbed of creativity, a city filled with formidable
agencies that are led by talented teams and charismatic visionaries.
Although Leo Burnett has always been a force in the UK, the agency is in
the midst of a notable resurgence. LB/London has hit its stride under the
guidance of a group of familiar faces and a few new hires leading the charge
forward. Andrew Edwards and Paul Lawson have provided steady
leadership as the group’s CEO and MD, and 2008 hires like Marc Giusti
as the agency’s Chief Digital Officer and Giles Hedger as the Group’s Chief
Strategy Officer have opened up new avenues for growth and opportunity.
The latest addition to LB/London’s management team is the new Executive
Creative Director of the agency. Justin Tindall arrived at Leo Burnett in late
2010, following successful stints as the head of art at DDB/London and as a
partner at “The Red Brick Road.” His arrival marks the start of a new chapter
for LB/London, and the agency is primed and poised for new success on the
heels of the outstanding campaigns they’ve produced in the last few years.

The two campaigns below are representative of the outstanding work emerging
from our friends in London. The image on the bottom left is a still from the
hugely popular McDonald’s “Favourites” TV spot, which won a Lion at Cannes
in 2010 and one of the first ever Creative Effectiveness Lions at Cannes
2011. The image on the right is the incredibly beautiful “House of Cards”
deck created for Shelter in the UK. The future for this office is bright indeed.

6


Lessons from the Cannes Jury:
Giles Hedger Talks Creative Effectiveness
At the 2011 Cannes Lions Festival of Creativity, a group of jurors gathered
together to pore over the marketplace effectiveness of shortlisted and Lion-
winning campaigns from Cannes 2010. Leo Burnett London’s Giles Hedger was
a member of the inaugural Cannes Lions Creative Effectiveness jury, and a few
months after Cannes wrapped up, Giles and a team of coworkers put together
a compelling strategy deck detailing some key observations regarding the
metrics and arguments used to evaluate the effectiveness of a campaign.
Questions abound about this new category at Cannes. What differentiates the Cannes Effectiveness Lions from
the Effies? What makes one case better than another? What claims are valid and what does the jury dismiss? In a
presentation to the 3Q11 GPC, Giles detailed some of the learnings from his experience at Cannes. Giles was joined
by LB/London planners Tom Roach and Matt Watts, the winners of a Gold Effectiveness Lion for their brilliant McDonald’s
“Favourites” case, and together they offered some invaluable insights into how to put together a solid Cannes Effectiveness
case for future years

A significant portion of Giles’ presentation deals with evaluating the success of the new models of communication
that have taken the marketing world by storm in recent years. In an era where agencies across the world are now
focusing on cultivating participation and engaging people in a dialogue, the question bears asking: does dialogue
always lead to increased sales? Giles spent some time debunking some of the prevalent myths and claims surrounding
these new models of communication, as well as examining their premises. For instance, Giles noted that participation
will not necessarily yield better marketplace results than an elegant and convincing sales proposition. Earned media
might not necessaily be more effective than bought media. All claims needed to be verified, and a careful examination
of the Cannes cases revealed that “traditional channels” quite often yielded undeniably strong results. One of the
conclusions Giles draws is that the most effective cases seem to incorporate a blend of old marketing approaches
and new models, in which the efficiencies of new mediums are employed around a simple, scalable idea. This is
notable because it implies that a rush to embrace new media without a solid grounding in traditional channels is
probably not a recipe for success. The demise of traditional advertising, it seems, has been greatly exaggerated.

As we move forward into 2012, it’s imperative to understand what creative effectiveness implies for our business.
“Effectiveness” is not measured by whether or not “the blogosphere went ballistic,” or if your work caused “staggering
results.” The accumulation of YouTube hits does not designate a campaign’s success. Creative Effectiveness is mea-
sured in sales figures, and as noted by Giles, ads are at their most effective when they leverage simple, clear brand
ideas with efficiency. The executions must be engaging and the communication must be easy for people to under-
stand and appreciate. These conclusions cohere neatly to our HumanKind philosophy of communication.

We encourage all of you to consider Giles’ conclusions as we move forward. Creativity and effectiveness are interwoven.
As Giles' writes in the presentation’s final slide:

Leo Burnett’s Effectiveness Awards will come from a culture of creative effectiveness, not from isolated
moments of creative brilliance or isolated instances of commercial effect.

7


Spikes Asia Awards 2011
Last week, the finest creative talent in Asia Pacific congregated in Singapore to
celebrate the Spikes Asia Advertising Festival. Over 1700 people attended the
most important creative show in the region. A record number of entries, 3647
in total, competed in 14 categories. During the week, in the midst of packed
seminars, Todd Sampson, the CEO of Leo Burnett Sydney delivered a fantas-
tic presentation entitled “Creativity and Fear.” Todd’s seminar asserted that:

“Creativity is the last remaining competitive advantage companies
have today... The power of creativity [can] solve any problem – big,
small, social, political, economic or environmental.... Creativity has
the power to change the world but fear has the power to stop that
from happening and the most successful leaders and organisations
of the future will be the ones that can successfully balance both.“

The seminar was one highlight of a spectacular and full week, in which our
stars shined very brightly. Leo Burnett Asia Pacific is currently ranked #1
in Campaign Brief’s regional creative rankings, which is testimony to the
remarkable depth and breadth of talent we have residing in this region.
The work from this region consistently dramatizes the remarkable power of
creativity when amplified and activated in fresh, new, future-facing ways.

When the results of the festival were finally announced, the Leo Bur-
nett network had secured 49 shortlisted pieces, and won an impressive 25
prestigious Spikes (7 Gold, 6 Silver, 12 Bronze). Leo Burnett Melbourne won
four Gold Spikes for their brilliant “See the Person” campaign for Scope, and
LB/Bangkok, LB/Sydney, and LB/Shanghai each won a Gold
Spike as well.

The festival was a triumph for Leo Burnett, who concluded
the weekend by hosting a memorable afterparty following
the final award show. The entertainment at the afterparty
was provided by the incredibly talented band Rudely
Interrupted from Melbourne, who played an amazing gig,
with a set that included their Cannes Grand Prix-winning
single “Close My Eyes” for Scope. The band was a brilliant
conclusion to a stellar week, and all of the offices in our Asia
Pacific network deserve congratulations for the fine work
they’re doing pushing our brand forward into the future.

8


Leo Takes New York
Leo Burnett New York City made a splash at
the 3Q11 GPC, announcing their arrival as the
network’s newest hot shop by producing four
7+ pieces in the design and film categories.
A recent addition to LB’s global network, the
office in New York is helmed by CCO Jay
Benjamin, the former ECD of LB/Sydney.
Mark Tutssel asked Jay’s long time Australian
colleagues Kieran Antill and Michael Canning
to make the trip from Sydney to New York to
form the creative nucleus of LB/NYC, and
they’ve started off their US tenure
with some compelling self-promotional work.
How does an agency synonymous with
Chicago launch itself anew amidst the fiercely
competitive denizens of Madison avenue?
By listening to the people of New York City.

As the agency writes in its overview of their
brilliant “New York Writes Itself” campaign:
“When Leo Burnett arrived in NYC, we didn’t
want to begin by just shouting about ourselves.
Instead, we wanted to listen to the people
of New York. We wanted to engage New
Yorkers in a dialogue, in something that
would add real value to the city, and which
New Yorkers could own and shape over time.
New York Writes Itself is a platform designed
to connect the people of New York with its
creative community, a platform which feeds
inspiration from the streets of the city to artists,
musicians, and filmmakers, turning that inspi-
ration into amazing pieces of communication.”

This huge platform idea has infinite
potential to grow and evolve. It’s hard to
argue with the potency of the campaign’s
chosen tagline, encompassing all the joys,
marvels, insanity and magic found
everyday on the streets of New York City:
The Founding Father, Mothers, Sisters & Brothers
of Leo Burnett New York City:
Jumana Abu-Ghazaleh, Jay Benjamin, Michael Canning,
Kieran Antill, Tom Flanagan, Kristal Korzon, Darren Wright,
Dave Skinner, Masataka Kawano, Max Goodwin,
Simen Braathen, Shaina Stigler, Doffen Trellevik

9


A Chat With the Leadership of D&AD:
The Toughest Award Show In the World
The 3Q11 GPC was visited midweek by the leadership of the Design & Art Direction Awards, with outgoing CEO Tim
O’Kennedy, new CEO Tim Lindsay, and Chairman Dick Powell presenting a brief overview of the history and heritage of
the world’s toughest award show. Unlike other prestigious shows, D&AD is a not-for-profit organization which uses its
funds to help advance professional development in the fields it monitors. Founded in 1962 by a group of passionate
designers and art directors, the organization is committed to “lionizing and celebrating creative communication.” A pencil from
D&AD is one of the greatest accolades anyone in communication could hope to receive over the course of their career.
Chatting with the organization’s leadership proved to be an invaluable reminder of the single-minded focus required
for true greatness, and how important it is to acknowledge the work around us that pushes the needle forward.

The D&AD team also introduced their new White Pencil Award to the panel, and shared an open brief with the
group available to anyone worldwide. The White Pencil is an award for a creative idea that changes the world for the
better. Designed in part to commemorate D&AD’s 50th anniversary, this award seeks
to honor and acknowledge endeavors that harness powerful creative tools and ideas
to make a real difference in the world around us. Click on the pencils to the right to
download the open brief and details regarding the 2012 D&AD White Pencil Award.

“D&AD – home of the talented and skilled, the imaginative and the curious, the restless and
the bloody-minded. Commercially savvy, sometimes romantic, often cynical and occasionally
rather weird. A source of information and ideas: of professional development, support and
inspiration, interesting people to talk to and nice things to look at. All creative life is here.”

Click on the picture above to see a time-lapse video of the annual D&AD judging process.

10


Coca-Cola 2020:
Jonathan Mildenhall Looks for Liquid Ideas
It’s not every day that a client like Jonathan Mildenhall comes along.
Formerly the managing director of TBWA in London, and then a strategic
director at Mother/London, Jonathan left the UK several years ago to
take a position as the VP of Global Advertising Strategy and Creative Excellence at
Coca-Cola Worldwide. From his office in Atlanta, he is a guardian of Coke’s
brand essence, a sponsor of brilliant ideas and campaigns, and one of the
most passionate advocates for creativity you’ll find anywhere in the world.

The GPC had the distinct pleasure of welcoming Jonathan to the group’s last
day of deliberations, where the panel evaluated the Coke work produced by
Leo Burnett Worldwide. Prior to scoring Leo Burnett’s contributions to the
Coke brand, the panel sat through a presentation Jonathan has been delivering
all over the world reflecting Coke’s creative marketing strategy over the next
decade. An impeccably crafted animated film accompanied Jonathan’s
description of a brand that has identified different ways it wants to tell
its story. Coca-Cola is in search of what it calls “liquid and linked ideas,”
ideas that are so contagious they simply cannot be controlled. This brilliant
video offers a masterclass in creative marketing, rooted in a compelling
strategic argument, and it left the panel awestruck. Jonathan’s visit coincides
with new opportunities for Leo Burnett to collaborate with the Coca-Cola
company, and it left the entire panel with a deep appetite for briefs to work on
with this incredibly forward-looking client. Have a look at the video by clicking the
images on this page. This is a client that understands the power of creativity.

11

GPC 3Q 11

Donald Gunn & The Gunn Report Archive
The origins of the GPC date back to the 1980’s, when ad guru Donald Gunn was working at Leo
Burnett Chicago as LB’s Director of Creative Resources. In conjunction with a few like-
minded people, Donald put in place the first 1-10 rating scale and the voting format that has
evolved over the years to become the GPC. In London, the 3Q11 panel was delighted to
welcome Donald back into the fold as an honorary guest judge. He was joined by long time
colleague Emma Wilkie of the Gunn Report, and after scoring a few ads, the two shared
the incredibly deep reservoir of knowledge found in the library of the GunnReport.com.

The Gunn Report is available to all Leo Burnett employees worldwide. It contains award-winning spots
from the last 40+ years, and is searchable via selling format, product category, and ad message. Need
a great historical coffee spot from Latin America that uses animation? It’s a few clicks away on the
Gunn Report Library. Need something that dramatizes “taste’s better”? It’s searchable on the Gunn
Report and just a few clicks away. Register for access to The Gunn Report on theNotepad.

This brilliant archive is a great reference tool for everyone in our industry. Please use it.

12


ball gallery

Diageo - Bundaberg Rum
Watermark
Leo Burnett / Sydney
Category: Integrated

In late 2010 and early 2011, a series of devastating floods hit the province of
Queensland in Australia, turning the entire state into a disaster area and forcing
the evacuation of thousands of people. The widespread flooding caused
immense property damage and derailed the local economy, and a large scale
recorvery program began in earnest once the waters receded. One of the towns
affected was Bundaberg, the home of Bundaberg Rum, and when the distillery
re-opened it decided to create a product that was a symbol of the resiliance
and indomitable spirit of the people of Queensland. The company produced a
commemorative rum called “Watermark,” with a beautifully designed bottle and
a brilliant campaign around it that celebrated the people of Queensland as
they sought to rebuild their communities. Proceeds from the sale of the Water-
mark rum were donated to relief efforts, and the company also sponsored the
Watermark Music Festival, giving Austalian bands the opporunity to contribute
to relief efforts by performing at benefit concerts in Queensland. This Cannes
Gold Lion winner is an inspiration to the entire network for its scope and ambition.

13


ball gallery

Leo Burnett Sydney - New Business / Promotional
Apple Box
Category: Design

This stunningly beautiful “Apple Box” serves as an agency gift to prospective
clients, and offers an in-depth glimpse of the Leo Burnett company’s rich
historic heritage as a global advertising agency. The impeccably
designed crate is a testament to masterful craftsmanship, and contains layer
upon layer of content, with each revealing compelling details about the story
of the Leo Burnett company and its people. The crate itself is incribed with
iconic illustrations and quotes, and beneath the carefully folded paper apples
are big black pencils, a copy of Leo’s famous “when to take my name off the
door” speech, and a customized iPad that tells the story of Leo Burnett
Sydney and showcases some of the agency’s finest work. This is the finest
piece of self-promotion produced anywhere by Leo Burnett in recent years,
and is well worthy of the Silver design lion it received at Cannes this year.

14


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+

Coca-Cola Coke Studio India
Art Director’s Club Ukraine Leo Burnett / New Delhi
We Are Not Your Mother Category: Integrated
Leo Burnett / Kyiv
Tasked with creating brand loyalty amongst young people
Category: Integrated
throughout India, Leo Burnett New Delhi created Coke Studio, a
To promote the Art Director’s Club of Ukraine Awards, taking performance showcase for up and coming bands and unheralded
place for the first time in the country, Leo Burnett Kyiv created musicians from across the country. By promoting a unique and
an integrated campaign constructed around the powerful insight memorable alternative to the dominant Bollywood sound, Coke
that to your mother, you’re always a winner. However, the jury of Studio built a following amongst young people by featuring artists
the ADC is not your mother. They will not coddle you, shelter you, that fused together traditional Indian genres with new and modern
or tell you that you’re special. Your mother may not need proof sensibilities. This celebration of India’s diverse musical heritage
that you’re a genius, but the ADC does. This brilliant campaign connected young people to Coke in a new way, and earned the
featured prominent talents from the Ukraine’s advertising brand a renewed appreciation amongst the target audience.
world dressed as their mothers, and this idea was executed
across a variety of channels to encourage entries to the show
and to publicize the event as a prestigious celebration of talent.

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Salvation Army Blankets for the Living Fiat - Freemont The Kid Car Journalists
Leo Burnett / Johannesburg Leo Burnett / Brussels
Category: Film Category: Interactive

Building on the insight that the journalists who review cars tend
This elegant, beautifully crafted television spot tells the story of
to be “middle aged men with sports car fetishes,” LB/Brussels
the homeless, while promoting a Salvation Army blanket drive in
decided to focus on a different group of people to review the new
South Africa. It’s a sign of respect to cover the dead. What about
Fiat Freemont. Children were enlisted as journalists to analyze and
the bodies of the living?
document the merits of Fiat’s latest family car. These kids offered
insightful critiques that were leveraged across multiple channels.

Fiat - Jeep Compass The Adventurous
Leo Burnett / Brussels
Category: Direct / Promo
This direct mail piece for the new Fiat Compass defies category
conventions. We follow the journey of a Jeep across terrain to the
remotest mailbox in Belgium, miles from anywhere. From here,
thousands of brochures were mailed to people’s homes through-
out the country. Embedded in the mail was the road movie of the
journey, dramatizing the extraordinary off-road credentials of this
new Fiat vehicle.

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McDonald’s - Happy Meal Happy Box McDonald’s - Trust A-Z
Leo Burnett / London Leo Burnett / London
Category: Film Category: Film

Leo Burnett London continue to produce work that captures This incredibly-well written film runs through the alphabet
the imagination of the British public. This beautiful film, directed according to McDonald’s in the UK, with each letter representing
by Neil Gorringe, moves the Happy Meal brand from a “toy in a one quality ingredient or aspect of how the company chooses
box” to “joy in a box.” Huge 3D Happy Meal boxes were placed to do business. The spot is a beautifully crafted testament to a
in the streets, parks, beaches; some reflective, some furry, restaurant that has a clear focus on quality and sustainability, with
some bouncy, some that issue water in bubbles, and others you concerns for the community it serves and the planet it inhabits.
could paint. The film captured the magnetism of the brand and
the pure visceral joy it creates in children’s lives in an authentic
and believable way.
T-Side Advert

McDonald’s
Stop By The Drive Thru
Leo Burnett / London
Category: Print (Bus Side)

‘Stop by the Drive Thru.’
London is notorious for its traffic jams.
Drivers spend endless hours stuck in traffic. T-Side Advert In-situ

This brilliant interactive transport poster
takes a traditional T-shaped poster found on
the sides of London’s double decker buses
and turns the image into a brilliant piece of
street theater for drivers and pedestrians,
transforming the square into a McDonald’s
drive through window.

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Allstate Raccoon Allstate Blind Spot
Leo Burnett / Chicago Leo Burnett / Chicago

Mayhem is the raccoon nesting in your attic, chewing through Mayhem is your blind spot, obscuring your view. This spot for
insulation and wiring, and wreaking havoc with your roof. This Allstate shows mayhem causing the car accident you should have
brilliant spot for Allstate Insurance shows in no uncertain terms seen. Allstate Insurance. Because mayhem is everywhere.
how a single raccoon can be a homeowner’s worst nightmare.

Allstate Courteous Driver - Portland
Leo Burnett / Chicago
Category: Radio

VoiceOver 1: Mayhem is everywhere.
Mayhem: I’m an overly courteous Portland driver. You’re an
equally courteous Portland driver. We meet at a four way stop.
Looks like a courteous face-off. I look at you like, ‘you go.’ And
you’re like, ‘you go.’ And I’m like, ‘no, you go.’ And you’re like
‘no, you go.’ So we both go.
SFX: Cars collide.
Mayhem: Oh, I’m sorry. Know what else is sorry? Your cut rate
insurance, because chances are it’s not paying for this. So get
Allstate Toddler Allstate. You could save money and be better protected from
Leo Burnett / Chicago Mayhem like me.
Category: Film
VoiceOver 1: Dollar for dollar, nobody protects you from Mayhem
better than Allstate.
Mommy! Mommy! Mommy Mommy Mommy Mommy Mommy!
Mayhem is the fitful toddler in the back seat throwing things.
Allstate Insurance gives you protection from mayhem.

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Charal Ostriches Arcor - Menthoplus Drinks Lambada
Leo Burnett / Paris Leo Burnett / Buenos Aires

This spot updates a famous Cannes Lion-winning commercial This film for Arcor tells a story about a relationship between a
for Charal from many years ago by employing a slightly different boy and a girl. It takes you on a jury before the rug is pulled out
premise and a new tagline. from under you. A boy walks into a party and sees a girl he likes.
It’s a shame to lose your carnivorous instinct. Mmmmmm. Charal. He makes a cute play for her attention, then lavishes her with
thoughtful gestures. He comes across as sensitive, before
making an unexpected and completely inappropriate advance.
Menthoplus. Half candy, half drink.

Haomei Aluminum
Bucalus Soundproof Windows
Sound Wave
Leo Burnett / China / Guangzhou
Category: Ambient Media

Guangzhou is famous for noise pollution.
To promote Bucalus Soundproof Windows,
the facades of buildings along a heavily
trafficked route into the city were painted
with stark soundwave graphics dramatizing
the loud noise outside and the silence inside.

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Diageo - Bundy 5 White Rum Orange Slovensko - Hockey Sponsorship
Ain’t No Nancy Drink The Lucky Puck
Leo Burnett / Sydney Leo Burnett / Bratislava
Category: Film Category: Ambient Media

This highly entertaining film is the work of the masterful director Tom
Orange is a sponsor of Slovenia’s National Hockey Team. To build
Kuntz, of Old Spice fame. “It depicts a young man in a typically bor-
ing bar, with tired décor and dull people sucking down bland drinks. support for the team at the World Hockey Championships, Orange
He is about to conform, and order a bland drink, when the barman (a let fans of the team throughout the country bless a lucky puck that
magical fellow in a white tux) intervenes, and takes him on a musi- was ultimately used in the team’s opening game of the tournament.
cal journey through a world filled with players, gold, fountains and a
camel - the character-filled world of Bundaberg Five.”

Procter & Gamble - Tide Tide Smart Bag
Leo Burnett / Dubai
Category: Direct / Promo
Bulgari Hotels - La Scala Theatre
Laundry Service
Leo Burnett / Milan 20 billion plastic bags are used every year in Dubai, a staggering
Category: Design number that has generated immense debate in the U.A.E. about
the environmental consequences of using plastic bags. To address
Bulgari Hotels delivers all guest laundry in exquisitely crafted garment
the issue, Tide created the Smart Bag, a washable grocery bag
bags designed to look like the costumes of performers at La Scala
that you can write your shopping list on. This brilliant functional
Theater. The bags help promote the hotel’s ticket procurement service to
promotional piece demonstrates Tide’s cleaning properties while
this world famous theatre.
simultaneously catering to environmentally conscious people.

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Leo Burnett NYC
Leo Burnett NYC Computer Pencil
New York Writes Itself - Chairman Trailer
Leo Burnett / New York City
Category: Design Leo Burnett / New York City
Category: Film (Web Video)

6325 keys from old Leo Burnett computers were recycled to LB/NYC introduces us to the “chairman,” a resident New Yorker
form this art piece at the entrance of Leo Burnett New York City. chosen to read aloud a few select submissions each week from the
Within the larger pencil image are hidden messages, such as New York Writes Itself camaign. Scruffy and wizened, with a certain
“creativity has the power to transform human behaviour.” disaffected grace, the chairman embodies a specific NYC ethos as
only a true New Yorker could.

Leo Burnett NYC
New York Writes Itself - Trailer
Category: Film (Trailer)

“New York Writes Itself” is a brilliant platform that empowers the
people of New York to document the unique city they inhabit,
filled with memorable characters, amusing interactions, and an
undeniable pulse and energy. This trailer is a cinematic feast that
celebrates the city’s people in each and every frame.

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Leo Burnett - Wildfire
Cannes Lions Presentation
The New Language of the 21st Century
Category: Design

The year’s Leo Burnett Wildfire seminar presented at the Cannes
Lions Festival of Creativity was entitled “The New Language
of the 21st Century.” An impeccably designed set of alphabet
blocks were the centerpiece of the seminar, with each letter
representing a part of a new world of communication. The 26
blocks collectively comprise a primer on communication in the
21st century that everyone working in marketing needs to know.
Beyond the blocks, which served as a physical art installation
people could interact with over the course of the week, a website
was created which offers a “test” on people’s knowledge of this
new alphabet. The seminar was a hit at Cannes, and the site is a
powerful tool we can continue to use to educate our teams and
our clients. Do you know your ABC’s?

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eBay Boxes Diageo - Bundaberg Rum Watermark Plaque
Leo Burnett / Sydney Leo Burnett / Sydney
Category: Ambient Media Category: Print

This small component of the larger Bundy Watermark campaign
eBay. Clever you! This highly imaginative use of ambient cleverly
was held up as an example of a brilliant execution worthy of
demonstrates to the public that they can buy the latest products
being scored as an independent piece. This commemorative
new on eBay. An eBay box sits at the base of street billboards,
brass plaque was placed on the walls of drinking establishments
with the words “buy it new on eBay” inscribed on its sides. This
in Queensland that were submerged during the worst flooding in
piece of street theater effectively hijacks other advertising to make
the region’s history. Brought to you by Bundaberg Rum as a lasting
a point about eBay’s services in a simple and direct way.
reminder to commemorate the Australian spirit.

Leo Burnett Chicago - Design Group
Where the Wind Blows
Leo Burnett / Chicago
Category: Design

LB’s newly created design group wanted to make
an impression on a nationwide conference of
designers gathered in Chicago. To appeal to this
very specific target audience, the team crafted an
exquisite city guide to Chicago, showcasing the
city from a designer’s perspective, with a focus
on minutae and detail that made this publication a
hot commodity at the design conference. Strong
writing, powerful insights, and immaculate craft
skills make this publication a fantastic testament to
the skill set and creative prowess of this formidable
team of people.

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Union Poistovna Insurance
Turkey / Italy / Egypt / Croatia
Leo Burnett / Bratislava
Category: Print

This print campaign for Union Poistovna
Insurance promotes holiday insurance
for travelers by highlighting some of the
common challenges found in popular
tourist destinations.

‘In Turkey they haven’t known the meaning
of the word steal for years. If you forget
your wallet or expensive watch somewhere,
you can come back hours later and still find
them right where you left them.’
‘Believe it or insure yourself.’
‘Union Insurance.’

‘Italians are the most courteous drivers in
Europe. Traffic regulations are sacred to
them. Go ahead and go for a drive in a
car or hop on a scooter. You’re perfectly
safe on Italian roads.’

‘Egypt is known for its quality water with
its beneficial effects on the body. Don’t
hesitate to enjoy a sip of it from any well
or faucet.’

‘In Croatia, there are no sea-urchins. They
were made up by the locals to scare away
boisterous holiday makers. So take off
your flip flops and head down to the sea!’

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Davivienda - Daviplata
Mexico ‘70 / Argentina ‘78 /
Spain ‘82 / USA ‘94 /
South Africa ‘10
Leo Burnett / Bogota
Category: Print

This campaign for Davivienda Bank uses the
passion people have for World Cup football
and powerful human insights to make a
compelling point about its services. These
in-store posters features the art direction
employed by five of the World Cup tournaments
from years past, and each visual tells the
story of a momententous occasion in
someone’s life, which interfered with the
dream to attend the FIFA tournament as
a fan. The tag line at the bottom of the
posters reads:: ‘If something didn’t let you
go, choose your plan for Brazil 2014 and
start your financial planning now.’
‘Davivienda Bank.’

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Diamond Coffee
Office Worker / Bus Driver
Leo Burnett / China / Hong Kong
Category: Print

‘When everyone depends on you to stay awake.’
‘Diamond Coffee.’

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Coca-Cola - Samurai Night Watchman / Cook / Xeroxman
Leo Burnett / Manila
Category: Print

To convey the idea that Samurai energy drink delivers long-lasting energy to blue-collar workers, a series of panel illustrations were
created that ran in the center of popular tabloid magazines. These intricately detailed illustrations tell the tales of hard-working men
armed only with Samurai to power them through the challenges of their day. A night watchman wards off the various characters trying
to sneak past him, a cook in a busy kitchen contends with hordes of hungry people, and a xeroxman handles a huge line of customers
waiting for his services. The copy line reads: ‘Ready for the daily battle. Samurai Energy Drink.

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Canon - Large Format Printers Painter / Pygmy / Cleaner / Fencer
Category: Print

These beautifully crafted print ads graphically dramatize the exacting precision of Canon Large Format Printers.
‘More precise than precise.’ ‘Canon Large Format Printers.’

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Harvest Centre - Children’s
Shelter Home
Punita / Dare to Dream
Arc / Kuala Lumpur
Category: Print (Brochures)

Beautifully illustrated brochures tell the
powerful raw stories of the children of the
harvest centre, an educational centre for
girls and children facing obstacles in their
education. These gripping stories are
richly illustrated and provide a compelling
reason to donate time, money, and energy
to this organization.

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Pencil Shavings: 3Q11 GPC, London

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Pencil Shavings: 3Q11 GPC, London