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GPC 3Q 15
1
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
Dear Friends,
A few weeks ago I stood on a lush green summit in Costa Rica surrounded by some of LB/Worldwide’s finest
minds and creative talents. We’d gathered for the 3Q15 Global Product Committee meeting, to assess the
health of our business and to evaluate the vitality of our network’s creative product. Our hosts in LB/San Jose
believed that the best way for us to understand and appreciate their beautiful country was to spend our week
immersed in the vibrant rainforest that Costa Rica is famous for, so they arranged for us to work on a densely
forested mountaintop overlooking the Pacific ocean, right smack in the middle of a thriving jungle ecosystem.
It was an inspiring place to think about creativity. Surrounded by life in myriad forms, our discussions turned
to the subjects of what sustains us, what drives us, and what compels us to evolve both as individual humans
and as a collective agency. Creativity is the very lifeblood of our industry, and just as nature is constantly
fostering new innovations and unexpected mutations to meet new challenges, we too must use creativity to
adapt to a rapidly transforming environment. This is one of the key lessons I took with me from Costa Rica;
Leo Burnett Worldwide is not merely a company; it is a rich and dynamic ecosystem that spans the planet,
drawing strength and nourishment from every country we operate in, and fueling human creativity and ideas
across the world. We are a living network, constructed around a web of interconnected relationships, sharing
resources and objectives and perspectives because we understand that our survival depends on each other.
We are a teeming colony of intrepid creatures feeding off human creativity, and the GPC is our hive mind.
A Letter from Mark
GPC 3Q 15
2
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
There are almost 9000 people working in Leo Burnett agencies across the planet. Although there are certain
universal traits that we all exhibit, born from our common heritage and shared DNA, the fact is there exists
an enormous amount of diversity operating under the Leo Burnett canopy. Each of us has a role to play, an
essential task to perform that contributes to the rich spectrum of life and creativity on display in our agencies.
Our offices are filled with sharp-eyed birds of prey alongside strutting peacocks, lovable shuffling bears and
aloof felines, gregarious packs of wolves and naughty monkeys and countless other quirky creatures of equal
value who’ve carved out their own unique niche in the greater Leo Burnett ecosystem. Even those among us
who avoid the light, who choose to hide in plain sight still serve a clear purpose, as their daily labour works
in conjunction with every other component to facilitate the health of the larger system. Every one of us is an
integral link in the food chain, no matter what our rank or stature. All of us fertilize the earth that bears the
fruit of our labours, and all of us drink from the same streams. No matter what our role is, ultimately each one
of us bears a degree of responsibility for the creative product that emerges from the Leo Burnett ecosystem.
Make no mistake; it’s a jungle out there. Our survival is not guaranteed, and we face stiff competition on all
fronts for limited resources. We’re on the verge of dealing with new unprecedented challenges as well, as rad-
ical shifts looming on the horizon will shape the future in ways we can’t predict. In this climate the best thing
we can do to ensure the long-term health of our own company is to continue to invest in creativity. Creativity
is the tool that will enable us to adapt and thrive; it has and always will be the source of all our sustenance.
Creativity stimulates new life, in the form of new ideas, different perspectives, and fresh aesthetics, and these
open up a world of novel possibilities while unlocking dormant potential. The health of our company depends
on a constant replenishing of our creative energies, the life-giving waters of the ecosystem we inhabit.
The Leo Burnett Agency As A Global Ecosystem
GPC 3Q 15
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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
I want to thank Douglas Castro, Jorge-Luis Carerra, and the wonderful team from LB/San Jose for all the work
they did to organize and host such an interesting and thought-provoking GPC. Our time in the jungle was eye-
opening and inspiring, and I believe that every GPC delegate took away a few unforgettable memories, ranging
from startling encounters with oversized spiders and poison dart frogs to funny conversations shared with new
friends. All of us caught a clear glimpse of the meaning of Pura Vida, Costa Rica’s national motto that is so
much more than its direct translation as “pure life.” It’s also an attitude and lifestyle and a common greeting and
rejoinder amongst the laid-back people lucky enough to call Costa Rica their home. Sandwiched between two
oceans and surrounded by an abundance of natural beauty and biodiversity, I think all of us understood why
Costa Ricans are routinely ranked among the world’s happiest people. Thank you for sharing your world with us.
Although the 3Q15 GPC did not yield a particularly large collection of 7+ work, the campaigns and ideas on the
following pages are well worth examining. Considering that the first two quarters of 2015 generated some of
the largest and strongest 7+ collections in recent years, it’s not surprising that there was a bit of a drop off in the
3rd quarter. Traditionally the months after Cannes are always a bit slow, as Europe goes on vacation in August
and there’s usually fewer GPC submissions as a result. It’s the fallow season after the summer harvest, the point
where our network begins the long arduous process of seeding and developing new work for the coming year.
Even though this quarter’s 7+ collection is relatively small, some of these pieces are undoubtedly world-class
game-changing executions. For instance, the Atlantic Heaters “37 Days” film from LB/Paris will likely be among
the most awarded ideas in our industry in 2015, and it’s a fantastic example of a modern product demonstration
that’s been executed with impeccable craft and a fanatical attention to detail. The winner of multiple Cannes
Lions, “37 Days” is required viewing for everyone in LB/Worldwide. This is where the bar is. This is our standard.
I want to leave you with one last thought about our Leo Burnett ecosystem. Our competitive advantage as
a company is our closeness and cohesiveness across the world. We must always remember that we are not
alone; our signature strength is the interconnected web of relationships that helps us to sustain and practice
creativity without borders. We are not individual shops struggling to survive; we are a family, a pride of
lions that does its best work when it hunts as a pack. With that in mind, I’ll leave you with a quote from the
renowned English writer Sir Rudyard Kipling, who observed this eternal truth about nature in a famous poem:
“Now this is the law of the jungle, as old and as true as the sky,
And the wolf that shall keep it may prosper, but the wolf that shall break it must die.
As the creeper that girdles the tree trunk, the law runneth forward and back;
For the strength of the pack is the wolf, and the strength of the wolf is the pack...”
Food for thought. Thank you all for all your talent and hard work. I look forward to a strong conclusion to 2015.
Kind regards,
Mark Tutssel
Chief Creative Officer
Leo Burnett Worldwide
GPC 3Q 15
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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
HumanKind
aims to add something
to people’s lives.
GPC 3Q 15
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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
Contents
The 3Q15 Global Product Committee 6
Leo Burnett @ the 2015 Kinsale Shark Awards 7
Leo Burnett @ the 2015 Spikes Asia Awards 8
The 3Q15 8-Balls 10
The 3Q15 7+ Gallery 13
“In its anxiety to serve, the modern agency naturally trends toward a standardization of
thought and formalization of procedures, which make for sterility rather than fecundity
on the creative side of the house. My overall advice under these conditions is to relax a
little and to differentiate between pure hunch, which every advertiser is naturally scared
to death of, and conditioned intuition which is a composite of judgment, experience,
knowledge, a God-given sense of timing, and sheer inspiration.
This kind of creative thinking is entitled to new respect, and can become the sharpest
of all competitive weapons by the advertiser who has the imagination to use it and the
courage to pour it on when he finds something that clicks.
Our business once revolved entirely around men with pencils, men with an inbred selling
instinct, a nose for ideas, clarity of thought, and a great gift for human expression.
These men put on the map some of the greatest brands in this country.”
GPC 3Q 15
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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
The 3Q15 Global Product Committee
Brian
Siedband
Chicago
Mark
Tutssel
Worldwide
Scott
Bradley
Atelier /
London
Herberth
Monterroso
Bogotá
Jesus
Lada
Madrid
Jennifer
Skidgel
Chicago
Douglas
Castro
Santo Domingo
/ San Jose
TJ
Pocock
Lausanne
Vincent
Geraghty
Chicago
Olga Lucia
Villegas
Latin America /
Bogotá
Giles
Hedger
Worldwide /
London
Jorge-Luis
Carerra
San Jose
Fernando
Bellotti
Latin America /
Buenos Aires
Gordy
Sang
Chicago
Alexis
Ospina
Mexico City
Rosalie
Geier
Chicago
Fabio
Seidl
Lapiz /
Chicago
Mauricio
Sarmiento
Bogotá
Fuad
Ahmad
Bogotá
Diego ‘Mimo’
Ortiz
Bogotá
Luis
Sanchez-Zinny
Buenos Aires
GPC 3Q 15
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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
On the rugged and beautiful south-coast of Ireland lies a fishing village that is home to the Kinsale Sharks
International Creative Awards. Each September, this village rewards brilliant free thinkers and welcomes brave
ideas.
Last week the Festival named Leo Burnett Worldwide “NETWORK OF THE YEAR 2015” for the third consecutive
year. Our network dominated the evening, winning an astonishing 95 Shark Awards.
Leo Burnett London took the prestigious “GRAND PRIX” back home across the Celtic Sea, for Karma Nirvana
“Suffocation”, and Leo Burnett Buenos Aires won the highly coveted “FREE THINKER AWARD” for Samsung
“Safety Truck”, for the most innovative thinking in the show.
The network demonstrated its creative prowess by netting 22 Gold Sharks. (Chicago 10, London 3, Toronto 3,
Melbourne 2, Sydney 1, Buenos Aires 1, Berlin 1, Beirut 1). We added 28 Silver and 42 Bronze Sharks to this
incredible haul.
22 global offices contributed to this outstanding creative performance: Bangkok, Beirut, Berlin, Bogotá,
Buenos Aires, Chicago, Frankfurt, Jakarta, Lapiz, Lisbon, London, Madrid, Manila, Melbourne, Mexico City,
Milan, Paris, São Paulo, Sri Lanka, Sydney, Toronto, Zurich. This is pure creativity without borders in action.
We won for major blue chip brands like Samsung, Diageo, Fiat, McDonald’s, P&G, Honda, IKEA, Dunlop,
Hallmark and Canon. Our outstanding performance for the third year in a row is testament to the talent we
have working in our network, and our shared desire for greatness. Congratulations to all the winning agencies
and keep up the brilliant work!
Leo Burnett @ The 2015 Kinsale Sharks Awards
GPC 3Q 15
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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
Spikes Asia is the premier festival for Asia Pacific’s creative
industry. This year, it was held in Singapore from Sept. 9 to
11. Leo Burnett Worldwide was named the 2nd most awarded
creative network in Asia Pacific. (BBDO, Leo Burnett, DDB).
Leo Burnett Melbourne took home the highly prestigious GRAND
PRIX in Integrated for SPC’s “#MyFamilyCan”, and Leo Burnett Sri Lanka won a prized Creative Effectiveness
Spike for Ceylon Newspapers Mawbima “The world’s first mosquito repellent newspaper”.
We also won 6 coveted Gold Spikes for major blue chip brands, Samsung (2), Tesco Lotus, Honda, Canon and
7-Eleven. Congratulations to our Leo Burnett agencies in Melbourne, Sydney, Bangkok and Colombo.
So many offices contributed to this stellar performance - Melbourne, Sydney, Colombo, Bangkok, Jakarta,
Tokyo, Manila, Hong Kong, Kuala Lumpur and Mumbai. Our performance in Asia Pacific reflects the amazing
talent we have in the region, and the passion and hard work of countless creative teams. Congratulations!
Leo Burnett @ the 2015 Spikes Asia Festival
GPC 3Q 15
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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 15
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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
Atlantic Heaters - Thermor - Sauter 37 Days
Leo Burnett / Paris
Category: Film
This exquisitely produced short documentary is a triumph of film craft, and
it’s widespread popularity and global success has transformed the category of
home heaters in Europe and vastly improved the sales of the Atlantic Group.
Using rich, evocative visuals to tell a captivating story, the film documents the
placement of a single clear greenhouse in a frigid arctic environment in Canada,
with only Atlantic heaters controlling the temperature in the clear cube. Frozen
seeds melt out of suspended ice and fall into fertile soil pockets, and the film
uses time-lapse techniques to capture the 37 day period in which the empty
cube transforms into a vivid green landscape filled with plants and butterflies.
The winner of multiple Cannes Lions, this gorgeous film is a striking product
demonstration and arguably one of the best films produced by LB/Worldwide
in years. Congratulations to the team from LB/Paris who scripted and produced
this immaculate piece of work.
‘Heat is Life. Atlantic Group. Thermor. Sauter.’
ballgallery
GPC 3Q 15
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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
Ministry of Finance & AMCHAM Illegal Market Catalog
Leo Burnett / San Jose
Category: Case Study
Contraband and illegal knock-off goods are a serious problem in Costa Rica, as unsafe and unregulated fake products routinely cause
health scares and hospitalizations across the country. People do not know what they are buying and putting into their bodies, which is a
major issue for the country’s health care system and also has economic ramifications. Working with Leo Burnett/San Jose, Costa Rica’s
Ministry of Finance & AMCHAM launched an “Illegal Market Catalog” intending to undermine sales of fake goods and assist the public
by giving them opportunities to help contribute to the information contained in this perpetually updated document and online database.
The actual catalog was beautifully crafted, and an intelligently designed online platform clearly helped make an impact by gathering a
wide array of information from the general public. By crowd-sourcing information from the public, the Ministry was able to crack down
on fake goods and generate a groundswell of popular support for this initiative.
ballgallery
GPC 3Q 15
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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
St. Leonard’s Ministries Finding Freedom
Leo Burnett / Chicago
Category: Book Design
This gorgeous, impeccably designed book was created by
LB/Chicago’s Department of Design in collaboration with the
critically-acclaimed portrait photographer Sandro. Working
with LB/Chicago copywriter Brandon Crockett, this book
for St.Leonard’s Ministries documents the lives and poetry
of former inmates of St.Leonard’s Ministries, a halfway on
Chicago’s near west side. The book is a stunning blend of
astonishing photography and potent writing, and it captures
a wealth of stories about people struggling, caring for each
other, and working towards a brighter chapter of their lives.
The design and contents of this book were a highlight of the
3Q15 GPC, as the publication represents one of the most
beautiful articulations of HumanKind thinking the GPC saw
this quarter.
ballgallery
GPC 3Q 15
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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
gallery7+
Esurance #EqualDreams
Leo Burnett / Chicago
Category: Film
In the wake of the US Supreme Court’s landmark ruling
in June that legalized gay marriage in all 50 states, a
multitude of brands released ads and campaigns stating
their support for equal rights for the LGBT community.
This beautifully crafted film was shot during an actual
Chicago-area wedding, and is comprised of a series
of interviews with a host of children and other wedding
guests about their thoughts on marriage being a legally
available option for all people, regardless of their sexual
orientation. What’s captured in this film feels intimate
without seeming intrusive, and the ultimate conclusion
perfectly captures Esurance’s position as a future-facing
brand that celebrates and honors the modern world.
GPC 3Q 15
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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
gallery7+
Allstate Insurance Mayhem Skip Punishment
Leo Burnett / Chicago
Category: Interactive (Pre-Roll Film)
This brilliantly executed pre-roll idea takes last quarter’s fantastic 7+
Allstate TV spot “Mobile Phone” and places it online as a YouTube
pre-roll spot. If viewers attempt to skip past the pre-roll ad, a series
of increasingly hard-to-watch film clips ensue, ranging from a man
eating tinfoil to a close-up film of someone clipping a set of truly
filthy toenails. A new clip starts each time the viewer presses the
skip button, but if the viewer chooses to watch the Allstate ad, the
disgusting clips cease and the Allstate ad plays to its completion.
This brilliant stunt is rooted in the Mayhem brand character, and it’s
a fantastic, interruptive way to get people engaged with a pre-roll
ad on YouTube.
GPC 3Q 15
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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
gallery7+
Procter & Gamble - Always Unstoppable
Leo Burnett / Toronto / Chicago
Category: Integrated
In the first follow-up film to last year’s incredibly successful, ground-
breaking viral film #LikeAGirl, LB/Toronto and LB/Chicago enlisted the
help of veteran director Lauren Greenfield to capture a few of the ways
society limits girls and women. The revealing testimonials of the pre-teen
girls and young women in this film showcase how cultural and societal
expectations serve to put women in boxes, which become far more than
abstract metaphors in this striking film for Always. Beautifully shot, and
with an admirable level of honesty and candor framing every shot,
“Unstoppable” quickly became a viral hit globally upon its release in
July. This film has already earned critical acclaim all over the world, and
tens of millions of views online have helped cement Always’ role as a
brand leading a worldwide conversation about what it means to “Rewrite
the Rules.”
‘Always. #Unstoppable.’
GPC 3Q 15
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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
gallery7+
Tesco Lotus Taxi
Leo Burnett / Bangkok
Category: Film
This touching short film offers a telling glimpse into the life of a Thai taxi
driver, who works long hours to earn money while struggling through
a series of indignities common to the profession. A drunk passenger
vomits in the back seat, and a passing scooter carelessly smashes the
taxi’s side mirror while driving by. The driver pushes on, clearly out of
a sense of duty and need. One late evening, a passenger tries to take
all the taxi driver’s money, but the thief abandons his robbery attempt
when the driver refuses to hand over any cash, even after receiving a
brutal beating. Here the film takes an unexpected turn, as the driver’s
young son discovers his parent bruised and bloody upon returning
home. This story of a parent’s tireless devotion and the sacrifices they
make for the good of their children was part of Tesco Lotus’ positioning
as a brand that champions the needs and relationships of families all
over Thailand.
GPC 3Q 15
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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
gallery7+
Dia - El Árbol Supermercados Farm / Fishing
Leo Burnett / Madrid
Category: Film
This charming TVC campaign for Dia’s El Árbol supermarkets in Spain
takes a humorous approach to conveying the ease and affordability of
the products available for purchase at the chain’s stores. Two likable
characters eager to escape their mundane lives in the city travel to a
farm and to a fishing boat to experience a day in the life on a working
farm and amongst busy fishermen. Their laborious and tiring work
days are lovingly captured by cameras, and then the spots cut away
to present a leg of lamb and some fresh fish available at El Árbol for
fairly good prices. The insinuation is clear; although you definitely get
these items for cheaper than at El Árbol, you’re going to have to work
a lot harder for whatever small discount you may find.
‘El Árbol. Good prices, good produce.’
GPC 3Q 15
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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
gallery7+
GoGo Van GoGo Free-niture
Leo Burnett China / Hong Kong
Category: Promo & Activation
GoGo Van is a moving and logistics company in Hong Kong whose customer base is the
high number of Hong Kong tenants who rent different apartments each year because of
rapidly rising rent prices. One of the burdensome expenses associated with constantly
moving to different residences in Hong Kong are the fees involved in disposing of your
furniture and the cost of replacing furniture in your new home. LB/Hong Kong recognized
this situation as a unique business opportunity for GoGo Van, and developed a custom
app for the brand that enabled people to list used furniture for sale and buy used furniture
from other people, all delivered by GoGo Van for a minimal fee. This new “GoGo Free-niture”
app helped Hong Kong residents to save money on the furniture disposal fees and the
app generated an 18% boost in business. This brilliant and profitable business idea took a
human behavioral insight and designed an app to make the entire moving process easier
and cheaper for GoGo Van’s customers.
GPC 3Q 15
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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
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McDonald’s - Egg McMuffin Early Riser
Leo Burnett / Chicago
Category: Film
A man stirs awake in the pre-dawn light and then wearily trudges off to his car to start his long
morning commute. He stops in at McDonald’s to pick up breakfast to go, then navigates a
crowded highway until he finds himself at a familiar tollbooth, handing over the sandwich he
just bought to his surprised wife, who is busy collecting tolls from an impersonal stream of
vehicles passing by in haste. She shares a brief but special moment with her husband, who
then departs with a smile. ‘I’ll see you at home.’ Sometimes it’s the little things that can bring
us the most joy.
‘The Egg McMuffin. Only at McDonald’s.’
GPC 3Q 15
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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
gallery7+
McDonald’s - Brand Favourites Fun
Leo Burnett / London
Category: Film
A young kid full of energy and life finds his quest for
fun consistently thwarted by worried parents, frowning
shopkeepers, and dubious authority figures ranging
from museum guards to overzealous groundskeepers.
Only upon entering his favorite McDonald’s does he
truly feel free to be himself. This impeccably shot and
edited spot perfectly captures how McDonald’s serves
up simple, easy enjoyment to people of all ages.
‘McDonald’s. Good times.’
GPC 3Q 15
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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
gallery7+
McDonald’s Recharge Logo
Leo Burnett / London
Category: Design & Packaging
.
McDonald’s in the UK now offers free phone charging to its customers. Tasked with designing a new logo to communicate this in store,
LB/London crafted a simple but intuitive graphic that immediately conveys this essential service to anyone who frequents a McDonald’s
restaurant.
GPC 3Q 15
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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
gallery7+
McDonald’s - Corporate The Burger Report
Leo Burnett / Frankfurt & thjnk / Hamburg
Category: Design & Packaging (Annual Report)
At their worst, corporate annual reports tend to be dry, predictably boring documents
containing a glut of information that’s often presented in staggeringly unimaginative
ways. Tasked with producing an annual report for McDonald’s in Germany, LB/Frankurt
did something decidedly different. The agency designed a stunning series of boxes that
emulated McDonald’s iconic packaging, each of which conveyed essential facts and
figures in eye-catching and visually arresting ways. This elegant design work makes
even the most prosaic facts intriguing, and transforms the annual document into a piece
you can’t help but enjoy turning over in your hands as it imparts essential information.
Awarded a bronze lion at the 2015 Cannes Lions International Festival of Creativity, this
beautiful work demonstrates that even the most mundane brief can be executed with
creative brilliance.
GPC 3Q 15
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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
gallery7+
Fiat Good Use’s Manual
Leo Burnett / Buenos Aires
Category: Direct
Every new car comes with a user’s manual, a detailed document filled
with technical information and vehicle specs that is usually destined
to live in the dusty depths of an automobile’s glove compartment.
LB/Buenos Aires saw an opportunity to infuse this neglected piece
of brand communication with creative messaging, and designed and
published the Fiat “Good Use Manual,” containing tips, advice, and
entertaining illustrations intended to give Fiat owners some useful
material based on funny behavioral insights. This smart and well-
executed manual is an excellent example of an agency seeking out
new ways and contact points to communicate with people.
GPC 3Q 15
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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
gallery7+
Marwen - Arts Education This is Marwen
Leo Burnett / Chicago
Category: Design
Marwen is a free art school for underserved Chicago youth. The
program trains art students from every one of Chicago’s 55 zip
codes, which represent different neighborhoods around the city. To
raise public awareness of Marwen, LB/Chicago placed a series of
blank canvasses in every one of Chicago’s 55 zip codes, marked
only with a 5 digit zip code. After a few weeks, these strategically
placed white teaser billboards were replaced with attention-getting
original art pieces created by Marwen students from each zip code,
beautifying the streets with original art produced by young people in
each neighborhood. A corresponding social media campaign using
the hashtag #ThisIsMarwen supported the outdoor work and helped
publicize the art installations scattered throughout the city, which
successfully helped raise Marwen’s profile and reputation.
GPC 3Q 15
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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
gallery7+
Coca-Cola Happy News
Leo Burnett / San Jose
Category: Branded Content
In 2012 the Happy Planet index named Costa Rica the world’s happiest
country, a title which the central American nation has since lost, slipping
down to 15th in the global rankings in 2015. Coca-Cola and LB/San
Jose recognized an opportunity to reclaim a little of Costa Rica’s lost
happiness by transforming an edition of one of the nation’s most iconic
scandalous tabloid newspapers into a publication featuring only happy
news. On the International Day of Happiness, LB/San Jose replaced the
notoriously negative coverage of La Extra with positive stories and eye-
catching headlines that left people smiling and laughing. Coke grabbed
the attention of Costa Ricans and reminded them that given a choice, it’s
always better to “open happiness.”
GPC 3Q 15
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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
gallery7+
Arcor - Bon O Bon Superhero
Leo Burnett / Buenos Aires
Category: Film
A boy observes his uncle making a discreet exit from his family’s Christmas dinner, and then follows him upstairs where he discovers
his uncle preparing to don a Santa costume. In a quiet conversation, the young boy informs his uncle that he’ll keep his uncle’s secret
superhero identity hidden in exchange for an upgrade to the Christmas present he originally requested from Santa. This poignant film
perfectly captures the brand essence of Bon O Bon.
‘The sweetness of believing. ‘Bon O Bon.’
GPC 3Q 15
27
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
gallery7+
Honda - CR-V Wild Horse Chase
Leo Burnett / Melbourne
Category: Film
A distraught young girl runs to her father with
tears on her cheeks and a broken toy horse in her
hands, desperate for a way to fix her prized pink
pony. With a glint in his eye and a spring in his
step the father piles his kids into the back of his
Honda CR-V and the family hits the open road to
the “Ranch of the Rainbow,” a destination off the
beaten path where they find a herd of impossibly
technicolor horses feeding on fluorescent hay. In
pursuit of an elusive pink stallion, the family drives
through an increasingly surrealistic landscape until
the young girl finds herself face to face with the
stunning pink horse of her wildest imaginings. This
beautifully shot film dives headfirst into Honda’s
famous tagline with a joyous and playful sense of
abandon.
‘Honda. The Power of Dreams.’
GPC 3Q 15
28
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
gallery7+
Goodyear Dunlop Tires One Second
Leo Burnett / Frankfurt
Category: Film
This exquisitely crafted film for Goodyear Dunlop Tires features masterful
direction and flawless editing, weaving visceral footage and sound design
together to tell the story of a single charged moment in the life of a race car
driver. A voice-over notes that “sometimes one second requires everything
you’ve learned in your whole life,” and then the film cuts away from the
tense action on the track to vivid glimpses of the life story that led one driver
to this moment. Beautifully shot and executed, this spot carves out new
emotional territory for Dunlop in a category steeped in rational messaging.
Dunlop. Forever Forward.
GPC 3Q 15
29
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
gallery7+
ABTO Beach / Marathon / Stadium
Leo Burnett Tailor Made / São Paulo
Category: Print
‘People shouldn’t be in need of something everyone has to
give. Be A Donor. ABTO.’
This striking print campaign for Brasil’s Organ Transplant
Association features images of enormous crowds, with
a graphic laid over the pictures indicating the staggering
number of vital organs that could potentially be donated
from the people pictured in these gatherings.
GPC 3Q 15
30
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
gallery7+
BIO SUISSE Earthy Veggies
Leo Burnett / Zurich
Category: Print
‘The best soil makes the best vegetables.’
‘BioSuisse.’
BioSuisse is a federation of organic farmers in Switzerland who
support sustainable agricultural practices. These beautifully
crafted print pieces elegantly articulate the brand’s staunch
focus on healthy soil as a critical building block of a healthy
food chain. The exquisite art direction of this print campaign
speaks volumes about the importance of wholesome earth to
the underlying vitality of all ecosystems.

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Pencil Shavings: 3Q15 GPC, Costa Rica

  • 1. GPC 3Q 15 1 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 Dear Friends, A few weeks ago I stood on a lush green summit in Costa Rica surrounded by some of LB/Worldwide’s finest minds and creative talents. We’d gathered for the 3Q15 Global Product Committee meeting, to assess the health of our business and to evaluate the vitality of our network’s creative product. Our hosts in LB/San Jose believed that the best way for us to understand and appreciate their beautiful country was to spend our week immersed in the vibrant rainforest that Costa Rica is famous for, so they arranged for us to work on a densely forested mountaintop overlooking the Pacific ocean, right smack in the middle of a thriving jungle ecosystem. It was an inspiring place to think about creativity. Surrounded by life in myriad forms, our discussions turned to the subjects of what sustains us, what drives us, and what compels us to evolve both as individual humans and as a collective agency. Creativity is the very lifeblood of our industry, and just as nature is constantly fostering new innovations and unexpected mutations to meet new challenges, we too must use creativity to adapt to a rapidly transforming environment. This is one of the key lessons I took with me from Costa Rica; Leo Burnett Worldwide is not merely a company; it is a rich and dynamic ecosystem that spans the planet, drawing strength and nourishment from every country we operate in, and fueling human creativity and ideas across the world. We are a living network, constructed around a web of interconnected relationships, sharing resources and objectives and perspectives because we understand that our survival depends on each other. We are a teeming colony of intrepid creatures feeding off human creativity, and the GPC is our hive mind. A Letter from Mark
  • 2. GPC 3Q 15 2 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 There are almost 9000 people working in Leo Burnett agencies across the planet. Although there are certain universal traits that we all exhibit, born from our common heritage and shared DNA, the fact is there exists an enormous amount of diversity operating under the Leo Burnett canopy. Each of us has a role to play, an essential task to perform that contributes to the rich spectrum of life and creativity on display in our agencies. Our offices are filled with sharp-eyed birds of prey alongside strutting peacocks, lovable shuffling bears and aloof felines, gregarious packs of wolves and naughty monkeys and countless other quirky creatures of equal value who’ve carved out their own unique niche in the greater Leo Burnett ecosystem. Even those among us who avoid the light, who choose to hide in plain sight still serve a clear purpose, as their daily labour works in conjunction with every other component to facilitate the health of the larger system. Every one of us is an integral link in the food chain, no matter what our rank or stature. All of us fertilize the earth that bears the fruit of our labours, and all of us drink from the same streams. No matter what our role is, ultimately each one of us bears a degree of responsibility for the creative product that emerges from the Leo Burnett ecosystem. Make no mistake; it’s a jungle out there. Our survival is not guaranteed, and we face stiff competition on all fronts for limited resources. We’re on the verge of dealing with new unprecedented challenges as well, as rad- ical shifts looming on the horizon will shape the future in ways we can’t predict. In this climate the best thing we can do to ensure the long-term health of our own company is to continue to invest in creativity. Creativity is the tool that will enable us to adapt and thrive; it has and always will be the source of all our sustenance. Creativity stimulates new life, in the form of new ideas, different perspectives, and fresh aesthetics, and these open up a world of novel possibilities while unlocking dormant potential. The health of our company depends on a constant replenishing of our creative energies, the life-giving waters of the ecosystem we inhabit. The Leo Burnett Agency As A Global Ecosystem
  • 3. GPC 3Q 15 3 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 I want to thank Douglas Castro, Jorge-Luis Carerra, and the wonderful team from LB/San Jose for all the work they did to organize and host such an interesting and thought-provoking GPC. Our time in the jungle was eye- opening and inspiring, and I believe that every GPC delegate took away a few unforgettable memories, ranging from startling encounters with oversized spiders and poison dart frogs to funny conversations shared with new friends. All of us caught a clear glimpse of the meaning of Pura Vida, Costa Rica’s national motto that is so much more than its direct translation as “pure life.” It’s also an attitude and lifestyle and a common greeting and rejoinder amongst the laid-back people lucky enough to call Costa Rica their home. Sandwiched between two oceans and surrounded by an abundance of natural beauty and biodiversity, I think all of us understood why Costa Ricans are routinely ranked among the world’s happiest people. Thank you for sharing your world with us. Although the 3Q15 GPC did not yield a particularly large collection of 7+ work, the campaigns and ideas on the following pages are well worth examining. Considering that the first two quarters of 2015 generated some of the largest and strongest 7+ collections in recent years, it’s not surprising that there was a bit of a drop off in the 3rd quarter. Traditionally the months after Cannes are always a bit slow, as Europe goes on vacation in August and there’s usually fewer GPC submissions as a result. It’s the fallow season after the summer harvest, the point where our network begins the long arduous process of seeding and developing new work for the coming year. Even though this quarter’s 7+ collection is relatively small, some of these pieces are undoubtedly world-class game-changing executions. For instance, the Atlantic Heaters “37 Days” film from LB/Paris will likely be among the most awarded ideas in our industry in 2015, and it’s a fantastic example of a modern product demonstration that’s been executed with impeccable craft and a fanatical attention to detail. The winner of multiple Cannes Lions, “37 Days” is required viewing for everyone in LB/Worldwide. This is where the bar is. This is our standard. I want to leave you with one last thought about our Leo Burnett ecosystem. Our competitive advantage as a company is our closeness and cohesiveness across the world. We must always remember that we are not alone; our signature strength is the interconnected web of relationships that helps us to sustain and practice creativity without borders. We are not individual shops struggling to survive; we are a family, a pride of lions that does its best work when it hunts as a pack. With that in mind, I’ll leave you with a quote from the renowned English writer Sir Rudyard Kipling, who observed this eternal truth about nature in a famous poem: “Now this is the law of the jungle, as old and as true as the sky, And the wolf that shall keep it may prosper, but the wolf that shall break it must die. As the creeper that girdles the tree trunk, the law runneth forward and back; For the strength of the pack is the wolf, and the strength of the wolf is the pack...” Food for thought. Thank you all for all your talent and hard work. I look forward to a strong conclusion to 2015. Kind regards, Mark Tutssel Chief Creative Officer Leo Burnett Worldwide
  • 4. GPC 3Q 15 4 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 HumanKind aims to add something to people’s lives.
  • 5. GPC 3Q 15 5 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 Contents The 3Q15 Global Product Committee 6 Leo Burnett @ the 2015 Kinsale Shark Awards 7 Leo Burnett @ the 2015 Spikes Asia Awards 8 The 3Q15 8-Balls 10 The 3Q15 7+ Gallery 13 “In its anxiety to serve, the modern agency naturally trends toward a standardization of thought and formalization of procedures, which make for sterility rather than fecundity on the creative side of the house. My overall advice under these conditions is to relax a little and to differentiate between pure hunch, which every advertiser is naturally scared to death of, and conditioned intuition which is a composite of judgment, experience, knowledge, a God-given sense of timing, and sheer inspiration. This kind of creative thinking is entitled to new respect, and can become the sharpest of all competitive weapons by the advertiser who has the imagination to use it and the courage to pour it on when he finds something that clicks. Our business once revolved entirely around men with pencils, men with an inbred selling instinct, a nose for ideas, clarity of thought, and a great gift for human expression. These men put on the map some of the greatest brands in this country.”
  • 6. GPC 3Q 15 6 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 The 3Q15 Global Product Committee Brian Siedband Chicago Mark Tutssel Worldwide Scott Bradley Atelier / London Herberth Monterroso Bogotá Jesus Lada Madrid Jennifer Skidgel Chicago Douglas Castro Santo Domingo / San Jose TJ Pocock Lausanne Vincent Geraghty Chicago Olga Lucia Villegas Latin America / Bogotá Giles Hedger Worldwide / London Jorge-Luis Carerra San Jose Fernando Bellotti Latin America / Buenos Aires Gordy Sang Chicago Alexis Ospina Mexico City Rosalie Geier Chicago Fabio Seidl Lapiz / Chicago Mauricio Sarmiento Bogotá Fuad Ahmad Bogotá Diego ‘Mimo’ Ortiz Bogotá Luis Sanchez-Zinny Buenos Aires
  • 7. GPC 3Q 15 7 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 On the rugged and beautiful south-coast of Ireland lies a fishing village that is home to the Kinsale Sharks International Creative Awards. Each September, this village rewards brilliant free thinkers and welcomes brave ideas. Last week the Festival named Leo Burnett Worldwide “NETWORK OF THE YEAR 2015” for the third consecutive year. Our network dominated the evening, winning an astonishing 95 Shark Awards. Leo Burnett London took the prestigious “GRAND PRIX” back home across the Celtic Sea, for Karma Nirvana “Suffocation”, and Leo Burnett Buenos Aires won the highly coveted “FREE THINKER AWARD” for Samsung “Safety Truck”, for the most innovative thinking in the show. The network demonstrated its creative prowess by netting 22 Gold Sharks. (Chicago 10, London 3, Toronto 3, Melbourne 2, Sydney 1, Buenos Aires 1, Berlin 1, Beirut 1). We added 28 Silver and 42 Bronze Sharks to this incredible haul. 22 global offices contributed to this outstanding creative performance: Bangkok, Beirut, Berlin, Bogotá, Buenos Aires, Chicago, Frankfurt, Jakarta, Lapiz, Lisbon, London, Madrid, Manila, Melbourne, Mexico City, Milan, Paris, São Paulo, Sri Lanka, Sydney, Toronto, Zurich. This is pure creativity without borders in action. We won for major blue chip brands like Samsung, Diageo, Fiat, McDonald’s, P&G, Honda, IKEA, Dunlop, Hallmark and Canon. Our outstanding performance for the third year in a row is testament to the talent we have working in our network, and our shared desire for greatness. Congratulations to all the winning agencies and keep up the brilliant work! Leo Burnett @ The 2015 Kinsale Sharks Awards
  • 8. GPC 3Q 15 8 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 Spikes Asia is the premier festival for Asia Pacific’s creative industry. This year, it was held in Singapore from Sept. 9 to 11. Leo Burnett Worldwide was named the 2nd most awarded creative network in Asia Pacific. (BBDO, Leo Burnett, DDB). Leo Burnett Melbourne took home the highly prestigious GRAND PRIX in Integrated for SPC’s “#MyFamilyCan”, and Leo Burnett Sri Lanka won a prized Creative Effectiveness Spike for Ceylon Newspapers Mawbima “The world’s first mosquito repellent newspaper”. We also won 6 coveted Gold Spikes for major blue chip brands, Samsung (2), Tesco Lotus, Honda, Canon and 7-Eleven. Congratulations to our Leo Burnett agencies in Melbourne, Sydney, Bangkok and Colombo. So many offices contributed to this stellar performance - Melbourne, Sydney, Colombo, Bangkok, Jakarta, Tokyo, Manila, Hong Kong, Kuala Lumpur and Mumbai. Our performance in Asia Pacific reflects the amazing talent we have in the region, and the passion and hard work of countless creative teams. Congratulations! Leo Burnett @ the 2015 Spikes Asia Festival
  • 9. GPC 3Q 15 9 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
  • 10. GPC 3Q 15 10 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 Atlantic Heaters - Thermor - Sauter 37 Days Leo Burnett / Paris Category: Film This exquisitely produced short documentary is a triumph of film craft, and it’s widespread popularity and global success has transformed the category of home heaters in Europe and vastly improved the sales of the Atlantic Group. Using rich, evocative visuals to tell a captivating story, the film documents the placement of a single clear greenhouse in a frigid arctic environment in Canada, with only Atlantic heaters controlling the temperature in the clear cube. Frozen seeds melt out of suspended ice and fall into fertile soil pockets, and the film uses time-lapse techniques to capture the 37 day period in which the empty cube transforms into a vivid green landscape filled with plants and butterflies. The winner of multiple Cannes Lions, this gorgeous film is a striking product demonstration and arguably one of the best films produced by LB/Worldwide in years. Congratulations to the team from LB/Paris who scripted and produced this immaculate piece of work. ‘Heat is Life. Atlantic Group. Thermor. Sauter.’ ballgallery
  • 11. GPC 3Q 15 11 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 Ministry of Finance & AMCHAM Illegal Market Catalog Leo Burnett / San Jose Category: Case Study Contraband and illegal knock-off goods are a serious problem in Costa Rica, as unsafe and unregulated fake products routinely cause health scares and hospitalizations across the country. People do not know what they are buying and putting into their bodies, which is a major issue for the country’s health care system and also has economic ramifications. Working with Leo Burnett/San Jose, Costa Rica’s Ministry of Finance & AMCHAM launched an “Illegal Market Catalog” intending to undermine sales of fake goods and assist the public by giving them opportunities to help contribute to the information contained in this perpetually updated document and online database. The actual catalog was beautifully crafted, and an intelligently designed online platform clearly helped make an impact by gathering a wide array of information from the general public. By crowd-sourcing information from the public, the Ministry was able to crack down on fake goods and generate a groundswell of popular support for this initiative. ballgallery
  • 12. GPC 3Q 15 12 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 St. Leonard’s Ministries Finding Freedom Leo Burnett / Chicago Category: Book Design This gorgeous, impeccably designed book was created by LB/Chicago’s Department of Design in collaboration with the critically-acclaimed portrait photographer Sandro. Working with LB/Chicago copywriter Brandon Crockett, this book for St.Leonard’s Ministries documents the lives and poetry of former inmates of St.Leonard’s Ministries, a halfway on Chicago’s near west side. The book is a stunning blend of astonishing photography and potent writing, and it captures a wealth of stories about people struggling, caring for each other, and working towards a brighter chapter of their lives. The design and contents of this book were a highlight of the 3Q15 GPC, as the publication represents one of the most beautiful articulations of HumanKind thinking the GPC saw this quarter. ballgallery
  • 13. GPC 3Q 15 13 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 gallery7+ Esurance #EqualDreams Leo Burnett / Chicago Category: Film In the wake of the US Supreme Court’s landmark ruling in June that legalized gay marriage in all 50 states, a multitude of brands released ads and campaigns stating their support for equal rights for the LGBT community. This beautifully crafted film was shot during an actual Chicago-area wedding, and is comprised of a series of interviews with a host of children and other wedding guests about their thoughts on marriage being a legally available option for all people, regardless of their sexual orientation. What’s captured in this film feels intimate without seeming intrusive, and the ultimate conclusion perfectly captures Esurance’s position as a future-facing brand that celebrates and honors the modern world.
  • 14. GPC 3Q 15 14 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 gallery7+ Allstate Insurance Mayhem Skip Punishment Leo Burnett / Chicago Category: Interactive (Pre-Roll Film) This brilliantly executed pre-roll idea takes last quarter’s fantastic 7+ Allstate TV spot “Mobile Phone” and places it online as a YouTube pre-roll spot. If viewers attempt to skip past the pre-roll ad, a series of increasingly hard-to-watch film clips ensue, ranging from a man eating tinfoil to a close-up film of someone clipping a set of truly filthy toenails. A new clip starts each time the viewer presses the skip button, but if the viewer chooses to watch the Allstate ad, the disgusting clips cease and the Allstate ad plays to its completion. This brilliant stunt is rooted in the Mayhem brand character, and it’s a fantastic, interruptive way to get people engaged with a pre-roll ad on YouTube.
  • 15. GPC 3Q 15 15 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 gallery7+ Procter & Gamble - Always Unstoppable Leo Burnett / Toronto / Chicago Category: Integrated In the first follow-up film to last year’s incredibly successful, ground- breaking viral film #LikeAGirl, LB/Toronto and LB/Chicago enlisted the help of veteran director Lauren Greenfield to capture a few of the ways society limits girls and women. The revealing testimonials of the pre-teen girls and young women in this film showcase how cultural and societal expectations serve to put women in boxes, which become far more than abstract metaphors in this striking film for Always. Beautifully shot, and with an admirable level of honesty and candor framing every shot, “Unstoppable” quickly became a viral hit globally upon its release in July. This film has already earned critical acclaim all over the world, and tens of millions of views online have helped cement Always’ role as a brand leading a worldwide conversation about what it means to “Rewrite the Rules.” ‘Always. #Unstoppable.’
  • 16. GPC 3Q 15 16 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 gallery7+ Tesco Lotus Taxi Leo Burnett / Bangkok Category: Film This touching short film offers a telling glimpse into the life of a Thai taxi driver, who works long hours to earn money while struggling through a series of indignities common to the profession. A drunk passenger vomits in the back seat, and a passing scooter carelessly smashes the taxi’s side mirror while driving by. The driver pushes on, clearly out of a sense of duty and need. One late evening, a passenger tries to take all the taxi driver’s money, but the thief abandons his robbery attempt when the driver refuses to hand over any cash, even after receiving a brutal beating. Here the film takes an unexpected turn, as the driver’s young son discovers his parent bruised and bloody upon returning home. This story of a parent’s tireless devotion and the sacrifices they make for the good of their children was part of Tesco Lotus’ positioning as a brand that champions the needs and relationships of families all over Thailand.
  • 17. GPC 3Q 15 17 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 gallery7+ Dia - El Árbol Supermercados Farm / Fishing Leo Burnett / Madrid Category: Film This charming TVC campaign for Dia’s El Árbol supermarkets in Spain takes a humorous approach to conveying the ease and affordability of the products available for purchase at the chain’s stores. Two likable characters eager to escape their mundane lives in the city travel to a farm and to a fishing boat to experience a day in the life on a working farm and amongst busy fishermen. Their laborious and tiring work days are lovingly captured by cameras, and then the spots cut away to present a leg of lamb and some fresh fish available at El Árbol for fairly good prices. The insinuation is clear; although you definitely get these items for cheaper than at El Árbol, you’re going to have to work a lot harder for whatever small discount you may find. ‘El Árbol. Good prices, good produce.’
  • 18. GPC 3Q 15 18 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 gallery7+ GoGo Van GoGo Free-niture Leo Burnett China / Hong Kong Category: Promo & Activation GoGo Van is a moving and logistics company in Hong Kong whose customer base is the high number of Hong Kong tenants who rent different apartments each year because of rapidly rising rent prices. One of the burdensome expenses associated with constantly moving to different residences in Hong Kong are the fees involved in disposing of your furniture and the cost of replacing furniture in your new home. LB/Hong Kong recognized this situation as a unique business opportunity for GoGo Van, and developed a custom app for the brand that enabled people to list used furniture for sale and buy used furniture from other people, all delivered by GoGo Van for a minimal fee. This new “GoGo Free-niture” app helped Hong Kong residents to save money on the furniture disposal fees and the app generated an 18% boost in business. This brilliant and profitable business idea took a human behavioral insight and designed an app to make the entire moving process easier and cheaper for GoGo Van’s customers.
  • 19. GPC 3Q 15 19 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 gallery7+ McDonald’s - Egg McMuffin Early Riser Leo Burnett / Chicago Category: Film A man stirs awake in the pre-dawn light and then wearily trudges off to his car to start his long morning commute. He stops in at McDonald’s to pick up breakfast to go, then navigates a crowded highway until he finds himself at a familiar tollbooth, handing over the sandwich he just bought to his surprised wife, who is busy collecting tolls from an impersonal stream of vehicles passing by in haste. She shares a brief but special moment with her husband, who then departs with a smile. ‘I’ll see you at home.’ Sometimes it’s the little things that can bring us the most joy. ‘The Egg McMuffin. Only at McDonald’s.’
  • 20. GPC 3Q 15 20 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 gallery7+ McDonald’s - Brand Favourites Fun Leo Burnett / London Category: Film A young kid full of energy and life finds his quest for fun consistently thwarted by worried parents, frowning shopkeepers, and dubious authority figures ranging from museum guards to overzealous groundskeepers. Only upon entering his favorite McDonald’s does he truly feel free to be himself. This impeccably shot and edited spot perfectly captures how McDonald’s serves up simple, easy enjoyment to people of all ages. ‘McDonald’s. Good times.’
  • 21. GPC 3Q 15 21 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 gallery7+ McDonald’s Recharge Logo Leo Burnett / London Category: Design & Packaging . McDonald’s in the UK now offers free phone charging to its customers. Tasked with designing a new logo to communicate this in store, LB/London crafted a simple but intuitive graphic that immediately conveys this essential service to anyone who frequents a McDonald’s restaurant.
  • 22. GPC 3Q 15 22 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 gallery7+ McDonald’s - Corporate The Burger Report Leo Burnett / Frankfurt & thjnk / Hamburg Category: Design & Packaging (Annual Report) At their worst, corporate annual reports tend to be dry, predictably boring documents containing a glut of information that’s often presented in staggeringly unimaginative ways. Tasked with producing an annual report for McDonald’s in Germany, LB/Frankurt did something decidedly different. The agency designed a stunning series of boxes that emulated McDonald’s iconic packaging, each of which conveyed essential facts and figures in eye-catching and visually arresting ways. This elegant design work makes even the most prosaic facts intriguing, and transforms the annual document into a piece you can’t help but enjoy turning over in your hands as it imparts essential information. Awarded a bronze lion at the 2015 Cannes Lions International Festival of Creativity, this beautiful work demonstrates that even the most mundane brief can be executed with creative brilliance.
  • 23. GPC 3Q 15 23 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 gallery7+ Fiat Good Use’s Manual Leo Burnett / Buenos Aires Category: Direct Every new car comes with a user’s manual, a detailed document filled with technical information and vehicle specs that is usually destined to live in the dusty depths of an automobile’s glove compartment. LB/Buenos Aires saw an opportunity to infuse this neglected piece of brand communication with creative messaging, and designed and published the Fiat “Good Use Manual,” containing tips, advice, and entertaining illustrations intended to give Fiat owners some useful material based on funny behavioral insights. This smart and well- executed manual is an excellent example of an agency seeking out new ways and contact points to communicate with people.
  • 24. GPC 3Q 15 24 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 gallery7+ Marwen - Arts Education This is Marwen Leo Burnett / Chicago Category: Design Marwen is a free art school for underserved Chicago youth. The program trains art students from every one of Chicago’s 55 zip codes, which represent different neighborhoods around the city. To raise public awareness of Marwen, LB/Chicago placed a series of blank canvasses in every one of Chicago’s 55 zip codes, marked only with a 5 digit zip code. After a few weeks, these strategically placed white teaser billboards were replaced with attention-getting original art pieces created by Marwen students from each zip code, beautifying the streets with original art produced by young people in each neighborhood. A corresponding social media campaign using the hashtag #ThisIsMarwen supported the outdoor work and helped publicize the art installations scattered throughout the city, which successfully helped raise Marwen’s profile and reputation.
  • 25. GPC 3Q 15 25 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 gallery7+ Coca-Cola Happy News Leo Burnett / San Jose Category: Branded Content In 2012 the Happy Planet index named Costa Rica the world’s happiest country, a title which the central American nation has since lost, slipping down to 15th in the global rankings in 2015. Coca-Cola and LB/San Jose recognized an opportunity to reclaim a little of Costa Rica’s lost happiness by transforming an edition of one of the nation’s most iconic scandalous tabloid newspapers into a publication featuring only happy news. On the International Day of Happiness, LB/San Jose replaced the notoriously negative coverage of La Extra with positive stories and eye- catching headlines that left people smiling and laughing. Coke grabbed the attention of Costa Ricans and reminded them that given a choice, it’s always better to “open happiness.”
  • 26. GPC 3Q 15 26 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 gallery7+ Arcor - Bon O Bon Superhero Leo Burnett / Buenos Aires Category: Film A boy observes his uncle making a discreet exit from his family’s Christmas dinner, and then follows him upstairs where he discovers his uncle preparing to don a Santa costume. In a quiet conversation, the young boy informs his uncle that he’ll keep his uncle’s secret superhero identity hidden in exchange for an upgrade to the Christmas present he originally requested from Santa. This poignant film perfectly captures the brand essence of Bon O Bon. ‘The sweetness of believing. ‘Bon O Bon.’
  • 27. GPC 3Q 15 27 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 gallery7+ Honda - CR-V Wild Horse Chase Leo Burnett / Melbourne Category: Film A distraught young girl runs to her father with tears on her cheeks and a broken toy horse in her hands, desperate for a way to fix her prized pink pony. With a glint in his eye and a spring in his step the father piles his kids into the back of his Honda CR-V and the family hits the open road to the “Ranch of the Rainbow,” a destination off the beaten path where they find a herd of impossibly technicolor horses feeding on fluorescent hay. In pursuit of an elusive pink stallion, the family drives through an increasingly surrealistic landscape until the young girl finds herself face to face with the stunning pink horse of her wildest imaginings. This beautifully shot film dives headfirst into Honda’s famous tagline with a joyous and playful sense of abandon. ‘Honda. The Power of Dreams.’
  • 28. GPC 3Q 15 28 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 gallery7+ Goodyear Dunlop Tires One Second Leo Burnett / Frankfurt Category: Film This exquisitely crafted film for Goodyear Dunlop Tires features masterful direction and flawless editing, weaving visceral footage and sound design together to tell the story of a single charged moment in the life of a race car driver. A voice-over notes that “sometimes one second requires everything you’ve learned in your whole life,” and then the film cuts away from the tense action on the track to vivid glimpses of the life story that led one driver to this moment. Beautifully shot and executed, this spot carves out new emotional territory for Dunlop in a category steeped in rational messaging. Dunlop. Forever Forward.
  • 29. GPC 3Q 15 29 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 gallery7+ ABTO Beach / Marathon / Stadium Leo Burnett Tailor Made / São Paulo Category: Print ‘People shouldn’t be in need of something everyone has to give. Be A Donor. ABTO.’ This striking print campaign for Brasil’s Organ Transplant Association features images of enormous crowds, with a graphic laid over the pictures indicating the staggering number of vital organs that could potentially be donated from the people pictured in these gatherings.
  • 30. GPC 3Q 15 30 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 gallery7+ BIO SUISSE Earthy Veggies Leo Burnett / Zurich Category: Print ‘The best soil makes the best vegetables.’ ‘BioSuisse.’ BioSuisse is a federation of organic farmers in Switzerland who support sustainable agricultural practices. These beautifully crafted print pieces elegantly articulate the brand’s staunch focus on healthy soil as a critical building block of a healthy food chain. The exquisite art direction of this print campaign speaks volumes about the importance of wholesome earth to the underlying vitality of all ecosystems.