THE ADVERTISING KNIGHT

Leo Burnett : The Advertising

Knight
Leo Burnett Company, Inc., otherwise known as Leo
Burnett Worldwide, Inc., is an American globally
active advertising
company,
founded
in
1935
in Chicago by Leo Burnett. It is one of the largest
agency networks with quite a few stars in its portfolio
like giving life to the Marlboro man .

10 pillars of business design

Prototyping :
Leo Burnett prototyped Greenhouse . Greenhouse was
purpose-built for a world that demands more content
that is fast and efficient while not trading off creative
quality. Its more than our vision; its an up-andrunning operation that, to date, has already created
hundreds of pieces of work that are helping drive
business results for our clients. says leo Burnett.
Greenhouse will specialize in fast, nimble content
creation that is strong in concept and creativity. It will
meet the demand of always-on, fresh content
production across a brands digital channels such as
Facebook, Instagram, Twitter and mobile ad units, that
fall outside the traditional scope of production
companies. The agency will continue to work with
production partners on broadcast-quality TV and digital
film supported by larger media buys. Leo Burnett has
offered Greenhouse projects for clients for the last 18

months. The Greenhouse team is staffed with more

than 30 employees, and includes specialists and
producers who can quickly plan, shoot and edit quality
content across production disciplines. The group works
closely with creative teams to better maintain the
integrity of Leo Burnetts creative ideas and streamline
the workflow, increasing contents speed to market.
Greenhouses quick turnaround time allows the agency
to create reactive content and, in many cases, turn
around content in the same day. Greenhouse already
works on projects for 16 Leo Burnett and Arc client
brands, including: Alcon Clean Care, Allstate,
Commonwealth Edison, Firestone, Fifth Third Bank,
Kelloggs Rice Krispies and Eggo, Kraft JELL-O and
Philadelphia Cream Cheese, McDonalds, Miller-Coors,
Nintendo, P&G Always and Swash, Pfizer Nexium and
Samsung Galaxy S6 Edge.

Creativity :
Campaign: Kings and Queens of the Court
Good things take time. For Leo Burnett, it took almost
two years before its idea to squeeze 15,000 tennis balls
into a fence on a local Toronto court came to
fruition.Before Kings and Queens of the Court was a
trio of murals for Bells TSN channel (with thousands of
yellow balls sketching the faces of pro tennis players,
such as Serena Williams), it was an idea submitted to
the National Advertising Challenge. It was originally
planned for another brand, which was not a client of
Leo and which decided not to execute the idea in the
end. But the team didnt give up. After a long search,
they realized that TSN would be a perfect match (pun

not
intended).
They
covered the US open with
this campaign . Everyone
on the team pitched in to
design the grids, lug bags
and climb ladders to place
the balls in the fences. The
idea was to inspire people
to play tennis during the U.S. tournament and, of
course, to watch the games on TSN, which many did,
with the channel reporting a viewership jump of 24%
(an increase of more than two million) compared to the
previous year.
Campaign: #TDThanksYou
The idea to create an Automated Thanking Machine,
where the brand gave away surprise gifts to longstanding customers, came after the agency team
looked at banking conventions, says Budd, eventually
landing at the ubiquitous bank machine that tends to
have a very static role in the banking experience. The
turnaround was fast and expectations were high,
bringing multiple agency partners [including Diamond
Marketing] together to pull off something special. The
video tracked nearly 23 million views.

Human centric approach:

Leo Burnett's take on human-centric approach :
The work of an advertising agency is warmly and
immediately human. It deals with human needs, wants,
dreams and hopes. Its 'product' cannot be turned out
on an assembly line. This is the core belief of what we
call

Campaign: Humans for Humans

If the team at Leo Burnett hadnt taken the time to
meet the people who Raising the Roof help on a daily
basis, they might not have come up with the idea for
Humans for Humans.The campaign encouraged
people to act as humans and help other humans in
need, creating 50 videos that showed homeless
people reading and reacting to mean tweets (a social
trend initiated by Jimmy Kimmel). The videos each
received thousands of views, while the main campaign
video, featuring snippets of homeless people reading
the
tweets,
tracked
nearly
1.4 million views.

Multisensory- Approach :
Leo Burnett displayed its multisensory approach when
the world-first live streaming virtual reality (VR) birth
using Samsung Gear VR* has let an Australian father
experience a life-defining moment he otherwise would
have missed: the birth of his son. Although in
Chinchilla, a remote Queensland town, Samsungs Gear
VR headset allowed Jason (Jace) Larke to experience
the birth in real time, as if he was standing in the Perth
delivery room 4,000 kilometres away. The worlds first
live streaming virtual reality birth using Samsung Gear
VR*,
part
of
Samsungs
LifeLIVE
campaign,
demonstrates the ability of new technology connecting
people in ways that create powerful and emotive
shared experiences that wouldnt otherwise exist. The

campaign was developed by Samsung Electronics

Australia with its creative agency, Leo Burnett Sydney.

Holistic approach:
McDonalds London 2012 campaign was designed to be
both centred in social, and fully integrated across
channels.
McDonalds had faced a backlash around its
sponsorship, and was accused of having a monopoly
over chips at the Olympic Park. Leo Burnetts challenge
was to reassert McDonalds as a feel-good brand that
was an appropriate sponsor for the biggest sporting
event in Londons history arguably the brands
toughest affinity challenge to date. The solution? Take a
holistic approach to engage consumers, and create a
campaign that is about an idea and the power of that
idea. It was also about finding shared territory with The
Games.
So They recognised the two fundamental truths about
the brand and The Games:
McDonalds positioning is The Peoples Restaurant, a
place that is democratic and populist. From Olympic
athletes to the man on the street, Theres a
McDonalds for everyone.
The Games were about more than sport. For the first
time people would be capturing and sharing The
Games, as they happened. Not just watching it on TV or
in a stadium, but actively participating in creating the
narrative of The Games.
So to make people feel good about the sponsorship,
They decided to highlight the things that people love

about McDonalds - inclusivity, democracy, generosity

of spirit - and show how these values were shared with
London 2012. It was a rallying cry celebrating how the
public, Games Makers and McDonalds crew made
London 2012 the greatest show on earth. It was a
unifying story that wrapped a range of McDonalds
Olympic contributions into a coherent theme. It was
refreshingly different. This philosophy manifests in the
We All Make the Games campaign, created by Leo
Burnett London.
How did they pull it off ?
1. They broadcast that we are celebrating the people
behind The Games with our launch TV campaign. The
campaign launched two weeks before the opening
ceremony to capitalise on the anticipation. The TV ad
and a huge 48 sheet outdoor campaign introduced the
idea of Olympic fan types -- Games Makers, Champion
Crew and fans experiencing the rollercoaster emotional
ride of The Games. It then invited people to Facebook,
asking What kind of fan are you?"
2. The call to get involved was echoed across multiple
media, with placements next to relevant Games
content. On Facebook, people used the Fanalyser app
to share pictures of their Olympic experiences. 20,000
people from 39 different countries did so a 60%
conversion rate. Meanwhile, our film crews were
capturing Games moments as they happened. To
make sure fans did not miss a thing, they were told via
Facebook when and where they would be appearing on
the digital outdoor, with video clips showing their
moment of fame.
This film content fuelled 4 new TV executions over the
Olympics and Paralympics, made up of live moments of
real people experiencing The Games. For example, as
Bradley Wiggins won his gold medal, we introduced

The Fake Hair on Cheekers. And soon after Usain Bolt

won the 100m, we showcased The 9.63ers.
4. Responsive TV was only the start. The pictures
submitted through Facebook, and the footage from the
film crews, became digital outdoor. Outdoor delivered
both impact and frequency. It was the largest ever live
poster campaign to date, involving 250 unique digital
posters and over 300 pieces of digital display across
1820 sites. Importantly, we used a large media spend
innovatively, to service the peoples narrative, not
simply to broadcast brand messaging. For instance, unmissable dominations of London transport hubs
ensured almost everyone arriving for the Games would
see us celebrating the fans. All Special builds included
digital screens, with 3G Wi-Fi technology to enable live
updates
Meanwhile, the rest of the country saw thousands of 48
sheets, using premium backlit formats to maximise
impact. The campaign culminated in a TV campaign
made entirely of footage captured during The Games,
broadcast in the break after the Paralympics closing
ceremony - celebrating that We All Made the Games.

Co- creation :
Leo burnett helping Samsung with Launching People
program, brings together two experts from different
backgrounds to demonstrate how technology can
investigate and help solve real challenges facing
society. In Australia, neuroscientist Dr. Alan Pearce and
industrial designer Braden Wilson have worked together
to create a prototype to monitor and better understand

the impact of concussion.

Facilitated by Samsung, the brainBAND Project
highlights how technology can be used at the core of
investigating societal problems such as concussion - an
issue that can affect all sports codes and levels.
Says Philip Newton, corporate vice president and chief
marketing officer, Samsung: "At Samsung, we have a
strong belief in pushing the boundaries of technology
and challenging the current perception of what is
possible through innovation. Samsung's Launching
People program has allowed us to do this, leading to
highly successful campaigns around the world, such as
last year's LifeLIVE virtual reality content piece.
"With the launch of the brainBAND Project we are
extremely proud to have helped facilitate the work of
Dr. Alan Pearce and Braden Wilson to create technology
to aid research into concussion in sport."
How it works?
A specially designed headband houses sensors at the
back of the head that measure the force of an impact.
This information is then relayed via an app to medics,
referees and coaches, all in real time through the use of
Samsung devices.
A series of LED lights embedded in the headband
indicate the severity of a hit: yellow, orange and red for
high alert, meaning a player should be taken off the
field.
All impact data is recorded and logged so that, over
time, players have a complete picture of the forces
their brain has been put under.

Visual aid :
Leo Burnett has launched a brand new campaign for
Limca in a bid to establish the drink as the ultimate
thirst quencher and gain market share in Indias highly
competitive soft drink market. The campaign will also
help the brand strengthen its popular Lime N Lemoni
credential.
The humour based campaign looks at a scenario where
the boys family has come to see the girl. The film
juxtaposes the mothers voice raving about dishes
cooked by her daughter with the shots of her son
running around to buy the same from the market. His
journey from one shop to another and back home gives
rise to an extreme thirst that can only be quenched by
Limca. The kind of thirst which the brand takes
ownership of by calling it the Limca Wali Pyaas.
Leo Burnett India chief creative officer RajDeepak Das
said, Limca has always been part of Indias quirks and
traditions. With this campaign, we wanted to maintain
that and take the communication to another level. The
campaign - Bhaag Bittoo Bhaag - is special because it
talks about the brand promise of quenching thirst by
using a strong local insight we all can relate to being
Indians. In a situation of extreme physical stress and
having to run from one place to the other in search for
food, the protagonist finds his answer to thirst in Limca.
The whole narrative is quirky, humourous and insanely

Indian.The main reason that made this campaign a hit

was the vidual aid .The video made full justice to the
expressions of the boy (Bittoo) an his family, pooping of
the bottle cap , the fizz that came out while the bottle
opened and the quenching thirst . This is just one
example of the way leo burnett uses vidual aids. other
exampes are using billbards, mascots , etc.

Aesthetics:
It is something that Leo Burnett uses in all of its
projects . The advertisement worlds feels the need of
the creations to be Aesthetically beautiful or at least
different .Leo Burnett makes use of vibrant colours ,
motion pictures and live modals to make the best out of
their campaigns.

Abductive thinking :
Leo Burnett
uses abductive thinking to find the
simplest and most likely explanation for problems that
occur and this helps them to find solutions effectively A
problem that they tried to solve using abductive
thinking was the tension between India and Pakistan
.They found out the main problem was that there no
proper interaction between the people of the countries
and hence they did not understand each other .

To create harmony between the citizens of traditionally

feuding countries India and Pakistan, Leo Burnett's
Chicago and Sydney offices created "Small World
Machines," a multinational interactive vending machine
experience, as part of Coca-Cola's "Open Happiness"
campaign.Using the uniting brand of Coke, Leo Burnett
developed the machines to ignite communication and
healing between the two countries.The idea was
simple. The execution, on the other hand, was a little
more complex. "Small World Machines" provided a live
communications portal through two Coca-Cola vending
machines; one placed in India, the other in Pakistan.
When a customer approached the vending machine, a
screen would appear showing another customer from
the opposing country.And this is where it started to get
interesting.In order for either Coca-Coca seeker to
receive a free soft drink, they were required to work
together on simple but meaningful tasks. Thousands of
Indians and Pakistanis lined up to participate in the
international videochat - waving, touching hands,
drawing peace signs and dancing for a chance at a
friendly understanding of one another.

Inquisitive Thinking :
Leo Burnett uses inquisitive thinking in all its projects .
They have specialised teams that handle different
accounts. these teams work as a part of the company
they are working with and embrace the vision and
mission of the company buy being inquisitive about the
companies needs and then develops the campaigns so
that the campaign is tailor made .

Campaign : Like a girl

When did the phrase like a girl become so negative? is
what the people at Leo brunette asked themselves .
More than half of girls lose confidence during puberty
and a contributing factor to that drop are societal putdowns based solely on gender. Only 19 percent of
women have a positive association with the expression
like a girl, and P&G Always, Leo Burnett Chicago,
London and Toronto, with the help of famous female
documentarian Lauren Greenfield have designed a
stirring rally cry to reverse this connotation and
champion girls confidence in a new empowering
campaign:#LikeAGirl.
The #LikeAGirl social experiment recruited real women,
men, boys and pre-pubescent girls and asked them to
show what it physically meant to run like a girl, throw
like a girl and do other similar actions. The results were
incredible. The young, pre-pubescent girls performed
these actions confidently and proudly, while older
women and men performed these actions in a self
deprecating and frivolous manner.
It became clear that at a certain point in life, women
begin to internalize the negative connotations that
comes from doing things like a girl. This video is an
effort to rally people to help change what it means to
do something #LikeAGirl to mean being strong,
confident and downright amazing.