4Q13 Pencil Shavings, Buenos Aires

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 4Q

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A Letter from Mark

Dear Friends,

The great Argentine writer Jorge Luis Borges once observed that “it seems to me a fiction that Buenos Aires was
ever founded, as I judge it to be as eternal as the sea and wind.” Every time I visit this timeless and incredibly
vibrant city, I feel like I get a little bit closer to understanding his sentiment. Buenos Aires is an easy place to love.
Even though I’m still nursing some deep bruises from watching Diego Maradona and his “Hand of God” make
short work of my English side during the 1986 World Cup, I can’t help but feel an affinity for the passionate people
who make this place such a rich cultural hub. Argentina’s capital has always been a breeding ground for unique
ideas, and it’s a place where creativity and fertile imaginations thrive. Maybe it’s the good wine everywhere, or the
soft steaks, or the pulse of streets that only truly come alive after nightfall. In any case, it’s always a joy to visit one
of South America’s greatest cities, and I’m delighted to share with you the results of a very productive work week.

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At the beginning of November, I joined people from across the planet who descended on Buenos Aires to attend
the 16th annual El Ojo de IberoAmerica Festival. El Ojo is a critically important show in Latin America that grows
in scope and influence each year. This year, I had the honor of delivering a keynote address entitled ‘Creativity
Without Borders’ alongside James Kirkham, founder of Holler / London and Leo Burnett’s new Global Head
of Social & Mobile. Delegates from our 4Q13 Global Product Committee and members of LB/WW’s Executive
Leadership Team were also at the festival, and our presence left an impression on the thousands of industry
delegates from across the region who attended. It was a learning experience for everyone. As multiple GPC
members observed as our week concluded, we would all leave Buenos Aires as better professionals, full of
inspiration, with some fresh perspective and with our passion for good work rekindled.
I think this push for self-improvement is one of the most important consequences of participating in a GPC. The
opportunity to see a lot of work en masse, and to be surrounded by smart, talented people affords each of us
an opportunity to take a hard look at both ourselves and at our industry. The challenge at hand is to get better.
Not for the sake of winning awards, or to earn the praise of our peers, but simply to stay on top of the demands
of our business. This is not a profession where anyone can afford to be complacent. Constant change compels
us to sharpen our tools, and to consistently recalibrate how we think and work. We must move faster, hit harder,
and aim higher. Our clients mandate it. We have to be Always On, living on our toes and pushing ourselves to
be more reactive and responsive to moments as they pass. As brands look to engage with people in real-time
conversations, the timing of every message becomes increasingly crucial. James Kirkham pointed this out in
our keynote presentation, and also noted that since creativity has become democratized, people are essentially
acting as media directors for brands. They are not passive recipients of communication: they now produce,
share, and critique content, giving them more power and influence than ever before. People choose what they
want to engage with. Our ideas and executions must earn the respect and interest of the public, who will ignore
us if we assume that our brands have some sort of divine right to their attention. This new dynamic between
brands and people requires us to develop new approaches, which we’ll only be able to identify and implement
if remain true to one of our most important HumanKind mantras: we are eternal students of human behaviour.
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We study people because their behaviour is at the heart of our business. We use the insights we gather to craft
authentic human stories that resonate. Jorge Luis Borges, while not an adman, expressed this attitude perfectly:
“A writer - and, I believe, generally all persons - must think that whatever happens to him or her is a resource.
All things have been given to us for a purpose, and an artist must feel this more intensely. All that happens
to us, including our humiliations, our misfortunes, our embarrassments, all is given to us as raw material, as
clay, so that we may shape our art.”
The ability to learn from everything around us, and to find inspiration in the most mundane aspects of life is
part of the DNA of everyone who has ever enjoyed any sustained success in our business. Leo Burnett himself
stressed that curiosity was “an indispensable quality’ for anyone working in advertising, and he was an example
of a man whose open and inquisitive nature led him down unique creative paths. His enduring challenge to us
is to go out into the world every single day and learn something new, to act like sponges that soak up the world
around us, and then to bring our experiences to bear on the task of producing fresh communication for our
clients that people will engage with and respond to. This was the purpose of the Leo Burnett Company in 1935,
and it remains our purpose today and in the future, no matter how much the landscape before us changes.
I found myself reflecting on these enduring aspects of our company in Argentina as the GPC celebrated its
20 year anniversary, a remarkable milestone considering how profoundly the world has changed in the years
since Donald Gunn and Hank Feeley first gathered a group together to review TV spots and print ads. Back in
1993, the World Wide Web was still in its infancy, and mobile phones were awkward, clumsy devices that few
people owned. Sweeping changes have since revolutionized our industry, yet the Global Product Committee
has weathered the storms and grown to become one of the most iconic and enduring institutions within our
agency. The GPC scale is ubiquitous in every Leo Burnett office across the planet, and our signature process
of evaluating work has become a part of Leo Burnett’s unique company culture. The GPC serves as a quality
control device, which painstakingly evaluates our agency’s creative product to ensure that everything made by
Leo Burnett meets a high standard worthy of our name. Each quarter a different group of panelists discusses
and debates a sizable cross section of our work, and then assigns each piece a score and offers constructive
feedback on improving strategies and refining executions. The goal is to raise the creative bar, and the spirit
of the GPC is one of collaboration, support, and shared learning. Each meeting feels like a family reunion, and
each quarter, I’m delighted to share this vital process with a new group of Burnetters, because all of us have so
much to learn, both from the process and from each other. The GPC helps set the Leo Burnett network apart.

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Best In The World, Bar None

Walking into Leo Burnett/Buenos Aires to begin the 4Q13 GPC, we were greeted with the installation below
illuminating a corner of the meeting room. This lovely understated piece pays homage to the two decades in
which the GPC has served as the Leo Burnett network’s connective tissue, bringing far flung people together
to cultivate a shared global standard by putting a laser-sharp focus on our product. The GPC has changed how
we see ourselves, and like all great ideas, it’s had a profound and far-reaching impact. This pair of jerseys also
serves up a proud reminder of two legendary Argentine footballers who have also forever changed the world.

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Be Audacious

I left Argentina thinking about a comment that Brandon Rochon from LB/Chicago made while praising the 8-ball
work we saw this quarter from Leo Burnett Tailor Made/São Paulo. “Audacious” is what Brandon called these
campaigns from our Brasilian office, and I think his assessment is perfect. “Be Audacious” is one of Brandon’s
mantras, and it’s a guiding principle we should all take to heart as we consider the quality of the thinking behind
everything we do. Audacious ideas capture people’s attention and demand a response, because they simply
can’t be ignored. They open up new possibilities, and force us to rethink tried and tested formulas. Audacious
ideas are those gems that will take you from thankless late nights spent toiling over small details to basking
in the biggest spotlight on stage at Cannes. Audacious ideas come from people with the courage of their own
convictions. These ideas inherently involve some risk, but without risk, there’s no reward, and the rewards are
infinitely greater for brave ideas that stand out. I urge all of you to remember this as you consider all the paths
you could go down to handle a brief. Are you choosing the safe route? Or could you be a little more audacious?
The 7+ work nestled on the following pages is audacious. This quarter’s collection comes from 14 different Leo
Burnett offices, spread across the planet, and amongst these ideas are some brilliant and original executions.
It’s an interesting cross-section of work, and in totality it reflects the power of a global agency pushing forwards
into the future, with each piece representing a unique articulation of our shared HumanKind philosophy. The
people and agencies featured in this edition of Pencil Shavings are also brave, iconoclastic, and quite unique,
and I urge you to spend some time getting to know some of the brightest stars lighting up our global network.
Also included in this edition of Pencil Shavings is a brief summary of the 2013 Agency of the Year. I want to
congratulate the amazing team at Leo Burnett Tailor Made / São Paulo for the outstanding, unparalleled year
they’ve had, which earned them the title of Leo Burnett’s 2013 Agency of the Year.
I want to thank Fernando Bellotti, Rafaela Sucari, Lucho Sanchez Zinny, Carmelo Maselli, and everyone at Leo
Burnett/Buenos Aires for being wonderful, gracious hosts during our time in their city. Our stay was lovely, and I
think all the GPC delegates and the Executive Leadership Team left Buenos Aires quite inspired and refreshed.
I’ll leave you for the year with a parting thought from Pope Francis, Time Magazine’s 2013 Person of the Year,
who was born and raised in Buenos Aires, and had this to say about living a full life informed by real experience:
“You cannot bring home the frontier, but you have to live on the border and be audacious.”
Let’s take that to heart. I hope a desire for exploring new horizons carries us forward into 2014. Let’s ignite
Creativity Without Borders. Thank you all for all your hard work this year. I hope you all have a wonderful holiday
season and a happy new year.
Kind regards,

Mark Tutssel
Chief Creative Officer
Leo Burnett Worldwide
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Passion
.
reativity
Fuels C

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GPC 4Q

Contents

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The 4Q13 Global Product Committee

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Leo Burnett Worldwide’s 2013 Agency of the Year

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The Black Couch Series: FC Vitoria + Hemoba’s “My Blood Is Red & Black”

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Chocolate & Cream: Brandon Rochon & Adam Kennedy Tackle Samsung

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LB/Oslo: Come On Into My Kitchen

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The 4Q13 8-Balls

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The 4Q13 7+ Gallery

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Appendix: Cultural Fuel: 4Q13 Argentina

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“The word “idea” is loosely used in our business to cover anything from a headline
or a TV technique to a campaign theme.
I have always looked on ideas, however, in a broader way. I feel that a real Idea
has a power of its own and a life of its own. It goes beyond ads and campaigns.
Properly employed it is often the secret of capturing the imagination of great
masses of people and winning “the battle for the uncommitted mind” which is
what our business really is all about.
When a new idea appears, either as an illuminating flash from one of our people
out of the Creative Unknown, or is born after agonizing birth pains, it has always
been impossible for me to go to bed and put out the light, so to speak. I have
always been driven by a consuming urge to find an expression for it.”

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The 4Q13 Global Product Committee
Mark
Tutssel
Worldwide

Guilherme
Jahara
São Paulo

Mauricio
Sarmiento
Bogota

Carmelo
Maselli
Buenos Aires

Virgilio
Flores
Caracas

Aviu
Polanco
Guatemala City

Rosalie
Geier
Chicago

Lance
Crozier
London

Bendik
Romstad
Oslo

Alexis
Ospina
San Jose

Luis
‘Lucho’
Sanchez
Zinny
Buenos Aires

German
Espitia
Bogota

Sebastian
Garin
Mexico City

Fernando
Hernandez
Bogota

Adam
Kennedy
Chicago

Tim
Green
Singapore

James
Kirkham
London / Holler

Fuad
Ahmad
Bangkok

Will
Pyne
London / Holler

Brandon
Rochon
Chicago

Juan
Franco
Bogota

Jennifer
Skidgel
Chicago

Laurence
Klinger
Chicago / Lapiz

Marcello
Magalhaes
São Paulo

Fernando
Bellotti
Latin America

Bechara
Mouzannar
Middle East /
North Africa

Martin
Spillmann
Western
Europe

Steve
Chavez
Detroit

Rodrigo
Jatene
São Paulo

Luis
Miguel
Prieto
Buenos Aires

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Leo Burnett Worldwide’s 2013 Agency of the Year:
Leo Burnett Tailor Made / São Paulo

On a cold December night in Chicago, Leo Burnett Worldwide hosted its annual Agency of the Year celebration,
to honor and recognize the best performing agencies working in the Leo Burnett global network. The ceremony
pays tribute to agencies that are functioning at an extraordinarily high capacity, who are winning new business
pitches, increasing their revenue streams, recruiting outstanding people, and bolstering Leo Burnett’s creative
reputation by winning awards and recognition at international festivals. In 2013, the following Leo Burnett offices
were honored as the network’s contenders for Agency of the Year: Beirut, Buenos Aires, Chicago, Frankfurt &
Berlin, Sydney, & São Paulo. All of these offices had outstanding years, but one agency stood above the rest.
Congratulations to Leo Burnett Worldwide’s 2013 Agency of the Year: Leo Burnett Tailor Made / São Paulo!
In 2013, Leo Burnett Tailor Made won nine new accounts, and was the third most awarded Brazilian agency
at Cannes. The agency won a total of 110 awards, both national and international, over 12 months, including
awards at D&AD, the Clio Awards, the New York Festival, the One Show, El Ojo, El Sol and Fiap. The brilliant
Vitória/Hemoba case “My Blood Is Red and Black” was Brazil’s most lauded and award-winning work in 2013.
Winning Leo Burnett’s Agency of the Year is a testament to strong leadership and brilliant creative thinking. Leo
Burnett Worldwide congratulates all the contending agencies for pushing to be the best in the world, bar none.

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Vitoria FC + Hemoba’s “My Blood Is Red & Black”
The Black Couch Series is a quarterly master class discussion hosted during the GPC, where Mark Tutssel and
an award-winning creative team delve into the backstory behind notable work. In Buenos Aires, Mark sat down
with Rodrigo Jatene, Guilherme Jahara, & Marcello Magalhaes to discuss how Leo Burnett Tailor Made/São
Paulo developed one of 2013’s most awarded campaigns, the “My Blood Is Red & Black” initiative for Hemoba
+ Vitoria FC. In this entertaining dialogue, the team reviewed the challenges they faced in convincing clients to
embrace the alteration of an iconic jersey, and also discussed how this act immediately captivated the public’s
imagination upon its launch. This fascinating exchange offers a unique window into the highly competitive
world of Brasilian advertising, and documents the inspiring journey a great idea takes from start to finish.

To view the 4Q13 Black Couch interview on Vimeo, click on this page, and if prompted, enter the password leo.
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Chocolate & Cream:
Brandon Rochon & Adam Kennedy Tackle Samsung

If you don’t know the creative team that goes by the name Chocolate & Cream, it’s about time to familiarize
yourself with Leo Burnett’s Global Creative Directors on the Samsung business. This prolific duo is pushing
Samsung to new heights, with a style and humor that’s all their own. Get on board or get out of the way!

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LB/Oslo: Come On Into My Kitchen

Rooted in one of the world’s northernmost countries
is a small agency that punches way above its weight
class. Kitchen / Leo Burnett Oslo is the boutiquesized, but harbors an appetite for big ideas, and its
proven track record of success that has made it the
partner of some of Norway’s biggest national brands.
Over the years, Kitchen’s work has consistently won
admirers across the planet, winning top tier awards,
and bolstering Leo Burnett’s creative reputation.
Perhaps their ongoing success stems from the
way the agency hashes out great work around the
Kitchen table in between sharing meals together.
Or maybe it’s their brilliant and unique leadership
team. In a revealing moment of candor during the
4Q13 GPC, Kitchen’s ECD Bendik Romstad informed
us that many years ago, before he became an ECD,
he was briefly employed as a gogo dancer, clad in
short shorts, keeping parties lively well into the wee
hours. Perhaps every LB office should take a page
from LB/Oslo’s playbook and find a fun-loving gogo
dancer destined for greatness. Have a look at some
of Kitchen’s 4Q13 7+ work. This office is having fun.
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ball gallery

ABTO Bentley Burial

Category: Integrated
Count Chiquinho Scarpa is an eccentric Brazilian billionaire with a habit of courting controversy through unpredictable acts. He captivated all of Brasil through a single Facebook post announcing that in homage to the Egyptian pharaohs, he had decided to bury his
beloved $500,000 Bentley luxury car in his garden. This planned burial instantaneously became fodder for tabloids and talk shows,
and the Brasilian public was outraged over the absurdity of such a seemingly wasteful and narcissistic act. Over the course of a week,
the Count’s Facebook page documented the burial plans in progress, as the Count dug a large hole in his garden and discussed the
details of his Bentley’s Friday morning burial. When the day arrived, the press descended on his home in droves, and the event was
televised live to all of Brasil. As the first shovel full of dirt was about to fall, the Count stopped the burial and then made a startling
statement before the eyes of the world: “Many people thought this story of burying my Bentley was absurd. The vast majority of
people bury things much more valuable than my car. The vast majority of people bury their organs.” This dramatic reveal served as the
perfect publicity launch for Organ Donation Week in Brazil, and led directly to a 31.5% increase in organ donors in a single month.
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ball gallery

Livraria Da Vila Reading Feeds Project
In a nation where 75% of the population has never been to
a library, how do you encourage people to read? Livraria
Da Vila, one of Brasil’s largest bookstore chains, created an
initiative to encourage literacy by putting books in the hands
of a wide swath of people outside the business’s primary
demographic. In Brasil, monthly boxes of food are delivered
to underprivileged families as a stipend sponsored by both
private corporations and the national government. Working in conjunction with this Cesta Nobre program, Livraria
Da Vila added one small component to every box full of
food staples delivered to families. In addition to beans,
rice, sugar, and coffee, the chain put a book in every box,
and encouraged its customers to participate in this book
drive by donating their used books to the program. The
immediate success of the “Reading Feeds Project” led the
campaign to expand beyond its initial goals, and a petition
is underway to encourage the government to make this new
literacy program into law. By distributing literature every
month to underserved communities, Livraria Da Vila has
changed the literary landscape of Brasil, and encouraged a
whole new audience to start reading for pleasure.
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ball gallery

Sparebank 1 The Rockapella Band
Kitchen / Leo Burnett Oslo
Category: Film / Cinema
in this hilarious and quirky cinema piece for Sparebank 1, Kitchen / Leo Burnett Oslo tells the true story of Haugums Reviderte, a
promising Norwegian rock band from the 1980s whose career was derailed after a ill-timed encounter with a thieving Swede left them
without instruments to play and perform with. Booked for gigs but missing the tools to rock out, the group resorted to becoming a
“rockapella band”, offering 4-part all-vocal versions of their hard rock tunes. Sadly, their new musical direction wasn’t received well by
the general public, and that was the end of the band’s brief foray into rock stardom. This lovingly told story concludes with a tasteful
reminder to young audiences to buy insurance from Sparebank 1, to keep your own life from taking a random turn towards absurdity.

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ball gallery

Arcor - Bon O Bon Juanjo’s Story
Leo Burnett / Buenos Aires
Category: Film

In this beautifully executed campaign for Mother’s Day,
Bon O Bon uses real families and their archival footage
and old pictures to explore what maternity looks like in
the absence of mothers. In Juanjo’s story, a man notes
that his wife’s early death left him to raise their daughter
Flor alone, a responsibility he wasn’t initially equipped
to handle. But the two of them pulled through, and over
the course of this film, the father and daughter talk about
their unique relationship and their shared memories, and
showcase how love and devotion have helped them to
face down every challenge together. The direction and
masterful editing of this film leaves you feeling emotional
as the brand brings the poignant story to a succinct end
with a powerful claim:
‘Sweetness does what biology can’t.
Bon O Bon. Sweetness makes you a mom.’

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Arcor - Bon O Bon Mariana’s Story
Category: Film
In the second spot from this campaign for Bon O Bon, Mariana
tells the story of how she become the caretaker of her two younger
sisters while still a teenager herself. The sisters remember a few
revealing vignettes from their shared past, as Mariana talks about
how she regards her own role as a mother to her own siblings:
“I always said, when she turns 21, this is done, I’m finished, but
then you never really finish. Because it’s not about what you have
to do, it’s about what the heart dictates.”
This beautifully paced piece is built around authentic dialogue that
captures a few potent insights, and the film as a whole perfectly
encapsulates the central campaign idea. As one GPC panelist
noted, to market chocolates for Mother’s Day by telling the stories
of fathers and sisters instead of mothers may initially seem a bit
counterintuitive, but each of these executions is flawless and the
campaign as a whole is brilliant and beautifully crafted.
“Bon O Bon. Sweetness makes you a Mom.”

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Arcor - Bon O Bon Lila’s Story
Category: Film
Lila has cared for and nurtured Jasmine from the moment she was born, becoming the young girl’s most
beloved and protective strong maternal role model.
This third beautiful film for Bon O Bon showcases
how love can transform and connect people, if only
we’re open to its sweetness.
“Maternity isn’t always born in the delivery room.”
“Bon O Bon. Sweetness Makes you a Mom.:

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Walmart - Father’s Day Mine
Category: Film
A new father discovers that his young son has quickly laid claim to everything that he once called his own. In this beautifully written
spot, Walmart observes a universal truth: children are possessive creatures. But luckily for parents, Walmart offers great prices for
Father’s Day gifts, so that even the most sticky-fingered child can give dad something a father can call “mine.” At least for a while.

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7 gallery
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McDonald’s The Precious Minute
Leo Burnett / Dubai
Category: Film
As part of McDonald’s ongoing “Family Time Forever” campaign, this elegant TV spot shows kids sharing special moments with their
parents as they practice counting from 1 to 60 in a variety of games and activities. Beautifully shot and crisply edited, with an eye to
capturing authentic emotions and interactions, the film concludes when a young child asks his father, “have you got a minute?”
‘Every minute with family is precious. I’m lovin’ it. McDonald’s.’

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7 gallery
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McDonald’s - Ice Cream Pocket
Leo Burnett / Istanbul
Category: Print
A young boy mischievously plots ways to find 1 Turkish Lira to buy a McDonald’s ice cream cone. This print ad earned LB/Istanbul the
print Grand Prix at the 2013 Golden Drum Festival.

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GPC 4Q

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Fererro - Kinder Joy Mobile Goodness
Leo Burnett China / Hong Kong
Category: Ambient
Kinder Joy is about more than just chocolate; it’s always been a
brand that delights children by providing them with unique toys.
Building on this brand purpose, Leo Burnett China / Hong Kong
designed a mobile toy truck specifically to bring joy to underserved
communities in Hong Kong. The truck was fitted with shelves
to look like a toy store, and then the vehicle traveled to affluent
neighborhoods in Hong Kong for a toy drive, where wealthy families
donated their children’s toys to serve as gifts for the less fortunate.
Wrapped in special packaging and placed on the shelves, these
toys transformed the empty truck into a mobile toy store, which
then journeyed to neighborhoods where underprivileged children
could walk into the Kinder Mobile Goodness truck and collect a
new toy for free. This brilliant act earned the brand fantastic exposure in Hong Kong and helped deliver toys to kids who rarely have
the opportunity to purchase them for themselves. This campaign
earned LB/Hong Kong the Grand Prize at Hong Kong’s annual Kam
Fan awards.

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7 gallery
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Freeview Tadpoles
Leo Burnett / London
Category: Film
Gorgeous CGI animation drives this TV spot for Freeview, a UK
digital television service provider. The film opens with tadpoles
dancing onscreen, flitting back and forth in random and sometimes beautifully choreographed motion. A boy with snorkeling
gear is staring rapt at the amazing show unfolding before his eyes,
as he stands knee deep in a marsh and with his face plunged into
the murky water. This beloved spot by Leo Burnett / London has
become hugely popular in the UK.
‘Entertainment. It’s even better when it’s free. Freeview.’

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Samsung - Galaxy Note 3 The Developer
Leo Burnett / Los Angeles
Category: Film
This hauntingly beautiful spot for Samsung’s Galaxy Note 3 went
viral immediately upon its release, a testament to the gorgeous filmmaking and lush sound design propelling this story forward. At the
heart of this piece is a striking rendition of Lorde’s global #1 hit song
“Royals,” performed here by a diverse cast of Dickensian children
warily eying the arrival of a mysterious man who intends to transform
their neighborhood. As the developer strolls through this dilapidated
section of Barcelona, making calls and using his Galaxy Note 3 to
plot out a large scale building project, the kids sing poignant lyrics as
construction cranes rip down the buildings around them.
“And we’ll never be royals; it don’t run in our blood,
That kind of luxe just ain’t for us; we crave a different kind of buzz..
Let me be your ruler, you can call me Queen Bee;
And baby I’ll rule...Let me live that fantasy.”
When the dust settles from the construction and the kids emerge
to behold the new landscape, they find themselves eye to eye with
football legend Lionel Messi on a brand new pitch built for them by
the Messi Foundation. Using Samsung devices, Messi has reshaped
their world, and shown them that with the right tools, anything is
possible.
‘Samsung. Galaxy Note 3 + Gear. Design Your Life.’

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Falabella Save Your Sole

Leo Burnett / Bogota

Category: Design (Poster)
To launch the new 2013 sneaker
collection at Falabella, one of Latin
America’s largest department stores,
Leo Burnett Bogota launched a
campaign targeting young people,
employing the tag line “only for
believers” to reach kids fanatically
devoted to their footwear. At the
heart of the campaign was an
impeccably designed shoe deity,
whose form was constructed entirely
out of iconic sneaker elements, and
who appeared in store posters. This
beautifully crafted design work led
to strong sales.
‘New Sneakers Collection 2013.
Save Your Sole.
Only for Believers.
Only at Falabella.’

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Puma Japan Run Navi
Beacon / Leo Burnett Tokyo

Category: Interactive (Cell Phone App)
How does an athletic wear brand launch a running app that can compete with the
ground-breaking success of Nike Plus? Nike’s innovations have defined the category
for years, and the task of carving out a unique space for competing brands is a tough
brief. Beacon / Leo Burnett Tokyo took this challenge head on and created Run Navi,
an app for Puma designed to help people “run with curiosity.” Run Navi does more
than measure the distance, pace, and impact of a run; it creates customized routes
for runners depending on their daily moods and what they want to see along the way.
It enables people to help populate the app with course information, and encourages
users to break out of their routines and diversify their routes. Puma believes each run
should be a joy and an exploration. This popular app was downloaded 100,000 times
in three weeks, and has made “run with curiosity” a strong Puma counterpoint to Nike.

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Statens Vegvesen Fast and Safe

Category: Promo & Activation
In an effort to convince young, rebellious drivers to wear seatbelts in
Norway, Kitchen / Leo Burnett Oslo worked with a movie theater on an
attention-getting PR stunt that leveraged the global popularity of the
Fast & the Furious movie franchise. When Fast & Furious 6 launched
in Norway, the agency placed seatbelts on every single seat in a movie
theater that was screening the film, and when the opening previews ran,
a message appeared saying that the movie would not begin until everyone in the theater buckled up. Once everyone had complied, a cheer
broke out and the movie began. This brilliant publicity stunt reached
young people at an opportune moment and conveyed a potent and
timely message about personal responsibility and safety on the road.

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Diageo - Bulleit Bourbon Anti-Established
Leo Burnett / Sydney

This stunning film for Bulleit Bourbon is a triumph of meticulous
copywriting and fine craftsmanship. Every shot has been parsed and
pored over, the soundtrack perfectly layered, and each word picked
to shape an evocative story about the values of a brand steeped in
history and tradition. Few brands lay claim to such a distinct ethos:
“No one ever marked it down, but that doesn’t stop a few of us
from mourning it; the day when all the shiny things began to blind
us; when identical became ideal, disposable somehow desirable;
iron and oak brought to their knees by a plastic army. A sad day
indeed for the finer things, for theirs is a voice that refuses to
scream, an urgent whisper lost on many, but not on us.
We still feel the earth beneath our feet, we fight for the flawed,
and don’t forget the forgotten. We are not many, but we will forge
progress from the past. We may never know how the most efficent
way became the right way, but if it is, we’ll stick to doing things
the wrong way.”
Bulleit Bourbon. Anti-established.

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Diageo - Smirnoff Vodka Comets

In this beautifully shot cinema piece for Diageo, four skydivers
framed in flames descend from the heavens as witnesses below
watch them fall to the earth. They land in an open field, then strip
off their parachutes and gear and walk to an epic party where they
are welcomed as beloved long lost friends. As they arrive the beat
drops on a stark remix of Lana Del Rey’s hit song “Videogame”.
From streaking across the sky like comments to soaking up the
sounds on a bumping party dancefloor, these four women make
their presence felt the minute they walk in the door.
‘Smirnoff Double Black. Arrive Boldly.’

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Diageo - Bundaberg 125 Bundy 125
Category: Poster
This lovely poster commemorates Bundaberg Rum’s rich, 125 year old history in Australia. Look closely and you’ll see icons from
Bundy’s past campaigns interwoven into the tableau, dramatizing the brand’s rich heritage and legacy and showcasing how the brand
has captivated the imagination of Australians for over a century.

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Whyte & Mackay - Jura Whiskey The Lost Island
Holler / Leo Burnett London

Category: Interactive (Twitter)
When Google Maps inexplicably ‘lost’ the tiny island of Jura, Holler
/ Leo Burnett London seized the opportunity to launch a campaign
on Twitter on behalf of Jura Whiskey. Given that Jura Whiskey is
famous the world over, even if the island is notoriously hard to find,
Holler asked the Twitter community to send in the coordinates of the
lost island for a chance to win a 16-year old bottle of Jura’s most
famous export. The response from the internet helped generate a
wave of publicity for the brand, and Holler / Leo Burnett London
holds up the campaign as an example of ‘marketing the moment,’
or taking advantage of a singular opportunity that could only be
utilized at a particular moment in time.

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EDP Foundation A Brochure Made Entirely Without Energy
Leo Burnett / Lisbon
Category: Design
The EDP Foundation is a Portuguese organization that strives to educate people
and raise awareness about sustainable practices. The group teaches and shares
information and also advocates for responsible consumption. Tasked with producing a brochure for this environmentally-conscious client, Leo Burnett / Lisbon
crafted a brochure without using any electricity in the process. Harkening back to
an earlier era, the agency employed a variety of techniques to design and print a
truly unique brochure, while asking people to consider how they use energy and
whether they could be more efficient. Everything from the paper this brochure
was printed on, to the ink on the page, to laying out the type and duplicating the
document was done without electricity. The GPC praised the agency’s strong
commitment to this idea, and the panel loved the actual document.

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7-Eleven Napkin

Leo Burnett China / Hong Kong
Category: Design / POS
7-Eleven is mostly known as a convenience shop, but the chain also sells a variety of hot foods alongside the everyday items sold in
stores. To promote 7-Eleven’s food culture, Leo Burnett China / Hong Kong designed a unique ‘magazine’ discussing local news and
culture, and printed it on napkin paper, so that the publication could also serve as a usable napkin for people eating at 7-Eleven. The
4Q13 GPC admired the impeccable design of these napkins, and also appreciated their dual functionality.

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Kellogg’s - Special K More Than A Number
Leo Burnett / Chicago
Kellogg’s Special K has always been an ally for women who
want to feel good about their bodies. To drive this point
home, Leo Burnett/Chicago planned an integrated campaign
around a novel idea. For one day in July, Special K staged a
“unique denim experience” at a fashionable Chicago jeans
boutique. As shoppers browsed the merchandise during this
event, they noticed that all the size numbers on the jeans
had been removed, and were replaced with complimentary
characteristics instead of digits. Special measuring tapes
were used to determine if a woman was a size “stunning” or
a size “vivacious.” The event was filmed and the footage was
used in a lovely TV spot for Special K. This unique initiative
also generated great PR, and exemplified what the brand
means when it asks women “what will you gain when you
lose.” No one can be reduced down to a size or number.

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Samsung - Galaxy S4 Wind Chimes In A Bakery
Leo Burnett / Kuala Lumpur
Korean soap operas are hugely popular in Malaysia, with a wide-ranging appeal across multiple demographics. LB/Kuala Lumpur
used this fact to develop a popular original drama series called “Wind Chimes In A Bakery”, which tells the story of a couple whose relationship was tragically cut short by the sudden unexpected death of Sue, the female lead. Adam, Sue’s lover, is devastated, and the
only thing he has to remember her by is her Samsung Galaxy S4, which happens to be packed with haunting videos and images of
their lives together. Over the course of multiple episodes on YouTube, Adam delves into Sue’s phone, and the story of their love affair
unfolds into a narrative ripe with melodrama that deftly follows all the well-loved conventions of Korean soap operas. This campaign
was hugely popular and enormously successful, and the panel loved how the phone itself serves a central role in the plot. Fantastic
writing and filmmaking made this campaign stand out.

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Posten Giving Is The Gift
The beautiful integrated campaign for Posten, the Norwegian postal
service, is a fantastic example of HumanKind thinking. Rather than
concentrating on what the postal service does (it delivers mail and
packages), Kitchen / Leo Burnett Oslo created a campaign centered
on what Posten’s services mean to people. Posten gives Norwegians
the opportunity to express themselves by giving gifts to each other.
The campaign launched with a touching film perfectly expressing this
idea. The activation component then provided people with the opportunity to nominate someone who they wanted to give a gift to. Posten
then delivered the gift, and filmed how recipients greeted the arrival
of these packages. The footage was uploaded to a central web hub,
showcasing all the ways people chose to interact with this campaign
idea. This work was hugely popular throughout Norway.

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Leo Burnett Colombiana Pencil
Leo Burnett / Bogotá

Category: Design (Direct Mail)
This beautifully designed direct mail piece, crafted by LB/Bogotá,
celebrates Leo Burnett’s iconic big black pencils. Clients could
open the package, then roll up the message, sharpen it in a pencil
sharpener, and then write with this makeshift pencil. Bravo!

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Procter & Gamble - Tide Plus Tide Plus Bottles
Arc / Chicago

Category: Design (Packaging)
The 4Q13 GPC praised these Tide Plus bottle prototypes, and multiple panelists asserted that these bottles will likely fly off the
shelves the moment they’re sold in stores. Congratulations to the design team who labored long and hard to get this approved. The
level of detailing is impressive.

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CCSP – CLUBE DE CRIACAO DE SÃO PAULO 37th Brazilian Creative Annual
Category: Design
Every year for the last 37 years, the Creative Club of São Paulo enlists a talented team to design and compile a creative annual for
industry professionals. The task of desiging this book is a prestigious honor, and this year, Leo Burnett Tailor Made / São Paulo was
chosen to create the CCSP annual. The idea behind the unique aesthetic of this publication is simple: great creative people see the
world through the eyes of a child, full of wonder, and with a youthful mentality that colors how they perceive the world and their work.
This idea was succinctly expressed through art direction style and a visual tonality that the 4Q13 GPC loved.

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Appendix: Cultural Fuel - 4Q13 Argentina
We are eternal students of human behaviour.

Every quarter the GPC finds inspiration in the art, people, and traditions that make up the cultural landscape
of the meeting’s host country. There is profound beauty and provocative insights available to anyone who
digs into the work produced by a nation’s artisans and icons. While the verve of Buenos Aires is impossible
to capture in a small cross section of music and literature, you might still get a sense of the place by sampling
the lush sounds produced by the Bajofondo Tango Club and poring over the writings of Jorge Luis Borges.
Bajofondo Tango Club
From Blogcritics.org by Jack Goodstein
“It is easy to understand [Bajofondo] co-founder Gustavo
Santaolalla’s refusal to be pigeonholed [as electrotango]:
“Bajofondo makes Bajofondo music,” he says. “What we do
is neither tango nor electronica. We believe we do music of
the Río de la Plata, and if you want to create a music that
represents what places like Buenos Aires and Montevideo
sound like, obviously genres such as tango, murga, milonga,
and candombe are going to be present… But the 40-year
history of Argentine and Uruguayan rock, and the 30-year
plus history of hip hop and electronica in those places are
also part of the map.” Add elements of jazz and some modern classical influences to the dynamic mix and you’ve got
a more accurate idea of what Bajofondo music is all about.”
Click on an album cover to listen to Bajofondo on YouTube.

The Collected Writings of Jorge Luis Borges
Click on the image of Jorge Luis Borges to the left to be taken to a
PDF containing the collected fiction of Argentina’s most celebrated
writer, translated into English by Andrew Hurley. Borges famous and
influential short stories can be read here online, such as The Garden
of Forking Paths, The Circular Ruins, The Aleph, The Library of Babel,
The Immortal, etc. Renowned and revered around the world, Borges
had an immeasurable impact on the literature of the 20th century. The
1935 publication of his work A Universal History of Infamy helped give
birth to the literary genre of magical realism. This masterful storyteller
was one of Argentina’s leading lights throughout his life, and even after
his death in 1986, his work and reputation continue to grow in stature.
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4Q13 Pencil Shavings, Buenos Aires

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