Leo Burnett Worldwide brought home nine Pencils at the fourth annual One Show Awards.
Leo Burnett Worldwide 2012 One Show Award wins include:
Gold Pencils
One Show Design
Elections Ontario “Elections Ontario” – Design: Corporate Identity (Leo Burnett Toronto)
One Show Interactive
Montblanc International “The Beauty of a Second” – Interactive: Craft – Typography (Leo Burnett Milan)
Silver Pencils
One Show
P&G “Bounty Picks It Up” – Collateral/Posters (Leo Burnett Toronto)
Troy Library “Book Burning Party” – Experiential Advertising (Leo Burnett Detroit)
One Show Design
Raising the Roof “Nothing But Potential” – Design: Public Service/Outdoor and Posters (Leo Burnett Toronto)
One Show Interactive
James Ready “JR Spelling Bee Lottery” – Interactive Advertising: Environmental/Experiential (Leo Burnett Toronto)
Bronze Pencils
One Show
P&G “Bounty Picks It Up” – Collateral/Posters (Leo Burnett Toronto)
Raising the Roof “Nothing But Potential” – Public Service/Outdoor and Posters (Leo Burnett Toronto)
One Show Design
Leo Burnett Toronto Office Workspace – Design: Industrial/Product Design (Leo Burnett Toronto)
Made you look! Leo Burnett Argentina’s new job, “Boob Job” to be exact, for Fiat is raising eyebrows. Meant to catch the eyes of men, Boob Job highlights a monumental time in a couple’s relationship that takes place inside the new Fiat Palio. As noted in the :60 spot’s tagline, “the car for the best time of your life,” this campaign highlights the memorable moments that often take place when traveling to and fro…in a Fiat Palio, of course.
Only 364 days until the next Big Omaha and I can hardly wait!
Some of my favorite moments at the event this year began with the phrase “So why is Leo Burnett at Big Omaha?” The simple question provided an opportunity to explain that we were there to learn, to participate and to help, resulting in a smile and strong head nodding from the questioning party.
Many of the startups and small companies participating in Big Omaha have the connective tissue that they’re trying to change people’s behavior for the better through small “acts.” As an agency that is fueled through our HumanKind philosophy of “acts not ads,” we landed at the perfect intersection at Big Omaha. Our HumanKind philosophy is not about advertising or brand propositions or selling products, but about people, purpose and changing behavior. It’s a look at marketing that serves true human needs and not the other way around, and this philosophy is on full display from the minute Big Omaha starts to the very last speaker at the event.
There were many moments during the event when an idea for one of my clients was born. Now, my challenge is to bring these ideas to them and demonstrate why I was so moved by the idea, and get them to believe in it too. I think it would be great if next year we have some of our clients standing shoulder-to-shoulder with us at the event so we can experience that “aha” idea moment together. Just a small warning to any of our wonderful clients who might be interested in joining us next year, start strengthening your leg muscles because participating in the pre-speaking standing ovation is a lot of fun, it also tires the leg muscles quickly.
Big Omaha = great opportunity to learn about people. Love that Seth Goldstein of turntable.fm broke down the differences between true entrepreneurs and entrepreneurial people. The former are visionaries and have ideas that are known, sensed and believed in from the start. They recognize their visions are inevitable and if they don’t create them, someone else will. They dive in, act fast, ignore perfection and fail often. Their ideas come from observing problems and recognizing challenges. They convince others of this inevitability and are magnets for unchallenged support.
Entrepreneurial people are no less creative, innovative or inspirational but tend to want to (or are forced to) see things and prove them out… even prioritize. Seth refers to them as “managers” but I see them everyday in the creative community, especially at Leo Burnett, and we hold many titles. We seek problems in the form of a brand’s purpose, uncovering why a brand exists and what role it can play in people’s lives. Then we bring it to life with great ideas and acts. The difference is we often start with objectives, briefs and budgets. Process slows us down but our passion stays strong. Mediocre isn’t good enough but it’s hard to get to great. These restrictions are fixed, at least for the time being, however we share many of the same goals, beliefs and patterns. As we evolve, hire and partner we should surround ourselves with more entrepreneurs and entrepreneurial people… they’re good company to keep and their passion and perseverance are contagious. They will make us better.
Day two at Big Omaha brought interviews with Jeff Slobotski from Silicon Prairie News, Antonio Neves, Big Omaha emcee and founder of career coaching startup THINQACTION, Charles Best, founder of DonorsChoose.org and an interview with Microsoft, as well as a few words from our delegates. We also caught up with Yael Cohen from the positively disruptive start up, F Cancer, and Seth Goldstein from turntable.fm toward the end of yesterday afternoon. Stay tuned for the video accounts.
I love this question: Why? Why do we do what we do?
Sahil Lavingia of Gumroad posed this question to himself and shared it with the audience here at Big Omaha. His answer was pretty interesting. He knows one day he will die and so he makes things to give himself a chance to live even when he’s gone. Pretty deep!
But it made me think, why do we do what we do at Leo? Day to day, week to week, the answer can seem obvious because more likely than not, if we ask ourselves ‘why’ our response will be something around ‘to solve a client’s problem.’ Great! That is our job, for sure. But, did we really chose advertising – of all the things we could have done – for that reason? I suspect we all chose it because, at some level and in some way, we wanted to scratch some creative itch. We did it for some intrinsic reason that over time has been replaced by extrinsic factors like clients, awards, or maybe even money.
It’s for these reasons that I’m pretty inspired by that question. The answer doesn’t really matter, though. The asking and the reminding is enough. Try it! Reach back in your memory and try to conjure up that initial impulse or motivation. Forget the day to day and think of why you wanted to get into advertising in the first place. You may find the answer. You may not. But just thinking about it may put that spark (and maybe even a swagger) back in what are doing day to day.
First off, I need to apologize to the fine folks who live in Omaha, Nebraska. I never had a desire to visit Omaha and I did not think there would be much there. I was wrong and I’m really, really, really enjoying Omaha and the #BigOmaha event that brought us to the city. And yes, I will be back.
As someone who closely follows start-ups and the start-up culture, I had never heard of #BigOmaha before and I’m glad the saying “better late than never” applies here. I’m loving the event tradition of giving every speaker a loud and boisterous standing ovation as they take to the stage to speak. The tradition not only speaks to the uniqueness of the event, it also speaks to the courage of the person getting up to speak. To be a successful entrepreneur, you really need courage and I find inspiration in this courage. I wish some of this courage would rub off on more marketers and brand managers and inspire them to think more like an entrepreneur and get out of their too easy “play it safe” comfort zone. Ben Lerer, co-founder of Thrillist had a good quote during his morning #BigOmaha talk where he said “There’s no shame in failing, there’s only shame in not trying.”
Ben has built Thrillist into a growing media and e-commerce platform and brands are starting to find unique ways to leverage the Thrillist communication + e-commerce platform and activate some really different and interesting ideas that drive brand participation. They have inspired me to the point where I have invited Thrillist to come into the agency in a couple of weeks and ideate alongside us.
…so watch this space for an update on what we come up with.
The kick-off to Big Omaha solidified for me what the intention, spirit and power of the conference is about: Each other. How we can each do more and do better through working with each other.
Ted Rheingold from SAY Media, the first speaker, talked about how important networking is. What he sparked for me though is that networking is about much more than finding people to fund your work or colleagues to work with, but about drawing knowledge and inspiration from each other. None of us knows everything or how to do everything, but we each have a repository of people filed away in the folds of our brains that we open up when we can’t find a solution to a problem. It’s our transactive memory at work: I may not know the answer or the way to do something, but I know someone who does. This is how we get to true collaboration, a way of working that isn’t about just throwing more people at a problem, but the right people at a problem.
The other bit that makes this network of doers and thinkers so valuable is what we are able to draw from it when we aren’t actually working together. Knowing others’ strengths, styles, quirks and brilliance means at any time we can actually borrow inspiration from these people. They don’t have to be actively involved in what we’re doing, but just by connecting with them we can strengthen our own ideas. And because every time we work with someone new, we learn something new. Each person we work with gives us the gift of their experience.
This is the real power of our networks. When we build it right, we make each other better.
It’s day one here at Big Omaha and we’re already learning tips and tricks from the next greatest start-ups and entrepreneurs. This morning, we got the lowdown from Jeff Slobotski and Dusty Davidson from Silicon Prairie News, as well as emcee, Antonio Neves from THINQACTION on what exactly we should expect in the next 48 hours. Ben Lerer of Thrillist Media Group/JackThreads took ten to sit down with us and talk about the importance of an open company culture and the power of risk. Ted Rheingold from SAY Media shared his thoughts on the inherent ups and downs of the start-up process. Sahil Lavingia of Gumroad and Jim Mckelvey, co-founder of Square, also offered their tales of success. Stay tuned for more updates this afternoon, or view the Livestream.
Last week, Leo Burnett Worldwide took home a number of awards at the esteemed OBIE Awards, presented by the Outdoor Advertising Association of America. Since its creation, the OBIE Awards have recognized agencies that have produced exceptional out of home campaigns in a variety of categories. Our network is honored to have been awarded by a committee that has promoted and protected out of home advertising for the past 70 years.
Leo Burnett Worldwide 2012 OBIE Award Wins Include:
Gold
Food & Restaurants: Multi-Format Campaign — McDonald’s “Best Fries on the Planet” (Leo Burnett Chicago)
International: Multi-Format Campaign — James Ready “James Ready Fall Campaign” (Leo Burnett Toronto)
Silver
Food & Restaurants: Street Furniture/Transit/Alternative Campaign — McDonald’s “Windy City Fries” (Leo Burnett Chicago)
Special FX: Street Furniture/Transit/Alternative Campaign — McDonald’s “Fry Lights” (Leo Burnett Chicago)
Public Service: Multi-Format Campaign — Coca-Cola “Thumbprints” (Leo Burnett Chicago)
International: Street Furniture/Transit/Alternative Campaign — James Ready “Pop-Up Billboards” (Leo Burnett Toronto)
International: Traditional Billboard Campaign — James Ready “Fall Billboards” (Leo Burnett Toronto)
Tomorrow, we’re leaving on a jet plane. No, not for the south of France, but for where else other than…OMAHA! Dubbed as the ‘Silicon Prairie’ of the US, Omaha has been hosting an under-the-radar meeting of the minds for the past four years called Big Omaha. ‘Like summer camp with 600 like-minded friends,’ Big Omaha is an intimate, two-day conference on innovation and entrepreneurship. Burnett is heading down/over to check it out and bring back the latest, lesser known up-and-comers. Stay tuned to Twitter and the LB Blog for consistent updates beginning tomorrow evening, May 9, through Friday, May 11.
Today, The Village Voice, America’s first and largest alternative newsweekly, and advertising agency, Leo Burnett New York (LBNY) announced a new partnership to expand “New York Writes Itself” (NYWI), an ongoing series of crowdsourced creative productions fueled by the real people of New York City. The partnership opens the NYWI platform to more than three million Village Voice monthly readers and further positions The Village Voice as the premiere editorial source for New York arts and culture.
Billed by Adweek as “the ultimate crowdsourcing and social media project,” NYWI is a new type of media platform designed to connect the people of New York with the city’s creative community.
The foundation of NYWI is a website that acts as a running archive called “The Script,” where people document unique New York moments. Locals registered as “scribes” can submit short-form content such as quotes, characters and scenes they witness in New York. The Script is then open to the city’s creative community who use it as inspiration to create art, music, short films, photography or whatever they like.
Together, The Village Voice and NYWI will build new and creative ways for New Yorkers to turn everyday city-life into rich content that city dwellers can create, enjoy and share.
As a permanent piece of NYWI content, the best submissions on NYWI.com will be featured within the Village Voice every month. And the content is just beginning. This summer, Village Voice and NYWI will unveil an Off-Broadway production inspired by quotes, characters and scenes written by New Yorkers within the NYWI script, as well as a webisode comedy series that brings the real stories of New Yorkers to life.
It’s no secret that crowdsourcing can rally large groups of people over a particular cause, but what’s more is that it successfully engages. Brands are beginning to leverage the power of crowdsourcing through social media outlets, and we’re seeing some interesting strategies out there.
McDonald’s tapped the power of crowdsourcing with Razorfish Germany for their “Mein Burger” campaign. They designed a website where users had the opportunity to build their dream burger. In the final throws of the campaign the burgers were voted on by about five million people–the winner being the Pretzeinator–a smorgasbord of cheeses and ham on a pretzel bun. The Pretzeinator will be sold at every McDonald’s in Germany.
At this year’s SXSW, Sam Adams introduced a similar thinking. Under the stewardship of Guy Kawasaki, the folks at Sam Adams launched the innovative “Crowd Craft Project.” In the lead up to SXSW, consumers were prompted to visit the project’s Facebook page to submit the beer attributes of their choice, including: clarity, color, body, hops and malt. The elected brewski–B’Austin–debuted at Guy Kawasaki’s ‘Girl + Guy’ SXSW bash.
Quirky, a social product development company uses crowdsourcing as a systematic approach to generating new ideas and guage consumer appeal. For ten dollars anyone can submit a curated, product concept. The idea gets evaluated by the Quirky team and a pool of participants to judge its overall consumer acceptance. If the concept is accepted, Quirky pays for manufacturing and the products are sold on the Quirky site, and shipped to the company’s retail partners: Amazon, Bed, Bath & Beyond, Walmart, The Container Store, including several others. Winning inventors receive product royalties from Quirky on a continual basis, and there is no limit to how many ideas a user can submit, so get brainstorming.
We can attribute high levels of consumer engagement to the fact that crowdsourced campaigns actually provide consumers and participants with tangible results, giving them an incentive to participate and collaborate over the next big product launch. The sky is the limit in this arena, and we’re anxious to see what brand is going to push the boundaries next.
Last week, at the prestigious New York Festivals International Advertising Awards (NYF) ceremony, Leo Burnett Worldwide was honored with 21 awards, one Gold, 14 Silver and six Bronze awards. Collectively, eight offices within the Leo Burnett Worldwide network were recognized including Bogota, Chicago (Leo Burnett and Lápiz), Detroit, Milan, Mumbai, Sydney, Toronto and Zurich.
NYF awards recognize advertising from more than 70 countries in Art, Technique & Technology, Avant-garde, Collateral, Design, Digital & Interactive, Hispanic USA Advertising, Marketing Effectiveness, Integrated Media Campaigns, Outdoor, Public Relations, Public Service Announcements, Print, Radio, Student and TV / Cinema / Promo.
NYF has the largest international advertising awards jury in the world, with 380 judges representing more than 60 countries. Mark Tutssel, Chief Creative Officer, Leo Burnett Worldwide and Judy John, CEO and Chief Creative Officer, Leo Burnett Canada served among the world’s most awarded and accomplished Chief Creative Officers on the 2012 Executive Jury.
Leo Burnett Worldwide 2012 NYF International Advertising Award wins include:
Day four of the Clios announcements calls out winners in the following categories: Content & Contact, Integrated Campaign, Innovative Media, and Facebook Integrated Media. Congrats to Leo Burnett Chicago, Detroit, Melbourne and Sydney for their success in these competitive categories!
Content & Contact
Silver- Troy Public Library “Book Burning Party” (Detroit)
Silver- 7-Eleven Slurpee “BYO Cup Day” (Melbourne)
Bronze- Bundaberg Rum “Watermark” (Sydney)
Integrated
Silver- Troy Public Library “Book Burning Party” (Detroit)
Silver- Bundaberg Rum “Watermark” (Sydney)
Silver- Allstate “Mayhem” (Chicago)
Silver- 7-Eleven Slurpee “BYO Cup Day” (Melbourne)
Today, the Clios have announced the top winners in OOH, Direct Mail, Print, Print Technique and Design. Congrats to Bangkok, Chicago, Hong Kong, Kuala Lumpur, Melbourne, Mumbai, Lisbon, Sydney and Zurich for their contributions to the success of the global network.
Print Technique
Bronze- Casablanca i Pillow “Dominos“- Art Direction (Hong Kong)
Bronze- Bajaj Exhaust Fans “Socks“- Photography (Mumbai)
Bronze- Leya Mediabooks “Facebook” (Lisbon)
Bronze- Leya Mediabooks “Twitter“- Copywriting (Lisbon)
Design
Silver- Smith Restaurant + Bar “Smith. Food For The Everyman“- Environmental Design (Toronto)
Silver- Smith Restaurant + Bar “Smith. Food For The Everyman“- Point of Purchase Design (Toronto)
Bronze- Leo Burnett Sydney “Apple Box“- Self Promotion (Sydney)
Bronze- Leo Burnett Chicago “Where The Wind Blows“- Editorial (Chicago)
Bronze- Kinokuniya Book Stores “Interior Lights“- Point of Purchase (Kuala Lumpur)
