The 2014 Gunn Report, a roundup of the year's most awarded advertising work and agencies, named Leo Burnett Worldwide the number one creative network in its prestigious All Gunns Blazing category. This is the fifth time in six years that our network has topped that category. In the report’s "Most Awarded Agency Networks in the World” findings, Leo Burnett Worldwide scored its highest-ever points tally, ranking fourth in the world.
“The Gunn Report is a world-class global analysis and ranking system of creative success. Pound for pound, Leo Burnett continues to be the strongest fighter in the ring,” said Mark Tutssel. “With 98 offices globally, we are the smallest agency network in the top five. I couldn’t be more proud of our performance.”
Leo Burnett Tailor Made in São Paulo ranked number one in the world in All Gunns Blazing for its Hemoba/Vitoria FC "My Blood Is Red & Black" campaign. The campaign set a new Gunn Report record by scoring the most points in All Gunns Blazing history. Leo Burnett Tailor Made was also crowned the second most awarded creative agency in Brazil and eighth in the world.
Four of our offices were included in the World's Top 50 creative agencies –São Paulo, Sydney, Melbourne and Bangkok.
Leo Burnett Bangkok was named the second most awarded creative agency in Thailand, and Leo Burnett Sydney and Melbourne both were recognized as the fourth most awarded creative agencies in Australia. Meanwhile, Coca-Cola's "Small World Machines," a collaboration between Leo Burnett's Chicago and Sydney offices, was ranked eleventh within All Gunns Blazing.
Leo Burnett Worldwide was crowned Network of the Year at the ANDY Awards, an international competition regarded by many as one of the most sought-after awards for creative excellence.
Leo Burnett won 36 awards, making it the second most awarded creative network in Asia-Pacific, while Leo Burnett Sydney was crowned the most awarded agency in Australia and the second most awarded agency in Asia.
Leo Burnett Sydney won a total of 21 awards, including the highly coveted Grand Prix in Outdoor for Coca-Cola's "Small World Machines" and the prestigious Lotus Roots award for Diageo Bundaberg Rum's "Road to Recovery.” Among other top awards, Leo Burnett Colombo also won a Lotus Roots award and a Gold for creating the "Unity Paper,” Sri Lanka’s first bilingual newspaper.
Leo Burnett MENA proudly took the title of Network of the Year at this year's Cristal Festival, while Leo Burnett Beirut won Agency of the Year for the third consecutive year.
In total, MENA won three Grand Prix, 10 Gold, 13 Silver and 24 Bronze awards, with five offices contributing to the wins – Beirut, Cairo, Dubai, Doha and Amman.
Beirut took home two Grand Prix, five Gold, four Silver and nine Bronze.
Cairo earned one Grand Prix, two Gold, two Silver and four Bronze.
Dubai won two Gold, six Silver and nine Bronze.
Doha was awarded one Gold and one Bronze.
Amman earned a Silver and a Bronze.
Leo Burnett MENA scooped up 37 honors at the prestigious creative awards show in March – eight Gold, nine Silver and 20 Bronze. The offices of Beirut, Dubai, Cairo and Jeddah were awarded for their work across McDonald's, Samsung, P&G, Virgin, Mobinil and Du. The network ranked third at the festival, and Leo Burnett Beirut was crowned as the third most awarded creative agency.
During the show, the Dubai office launched its “CrowdStorming” concept, where the link between group brainstorming and creative inspiration was illustrated in an interactive, live art installation. This year's Burnett booth was a white canvas, a blank page onto which three urban artists painted throughout the festival. Festivalgoers sent tweets to a dedicated hashtag – thoughts on anything that inspired them during the Lynx sessions. The tweets were displayed on a screen for the artists to see and interpret in their art.
Leo Burnett, Arc and Lapiz in Chicago recently celebrated 45 wins at the ADDY show. Six Gold were awarded for work for Allstate, Hallmark, pro bono client Marwen, McDonald’s and the Burnett brand across categories such as cinematography, consumer engagement and digital advertising. The winners will go on to vie for honors at the national level.
Great Grade for APAC
Our Asia-Pacific network scored the best it has in years in Campaign Asia’s annual Agency Report Card, a closely watched barometer of the health and strength of agencies in the region. A grade of B (the highest being B+) put the operation in the top tier of networks in Asia-Pacific.
Canada Cleans Up in Shopper
The Shopper Innovation Awards recently recognized a handful of campaigns from Leo Burnett Canada as the best shopper campaigns in the nation. The office claimed the top prize, the Grand Prix, for the “Learn Ikea” campaign, and then scooped up five Gold, four Silver and one Bronze for work across clients James Ready, Raising the Roof, Earls Kitchen + Bar and Yellow Pages.
Arc London Wins Triple Gold at Best Awards
Arc London cleaned up at the Marketing Agencies Association’s Best Awards, with three Gold awards for work on McDonald’s and The Tutor Crowd.
Leo Burnett Singapore proudly hosted the first GPC meeting of the year. Chaired by Mark Tutssel, the quarterly meeting brought together leaders from around the world for a comprehensive creative review of our work within a HumanKind framework. With four full days of back-to-back creative review sessions that included viewing work, scoring and critiques that went on for hours, the Singapore team made sure that the delegates got to experience a slice of Singapore amid their hectic schedule. See what went on during and beyond the intensive sessions, which included awarding three 8-balls:
Chances are you tuned into the Sochi 2014 Winter Games. And if you watched any of the medal ceremonies, you were looking at work from Leo Burnett. The Sochi medals were designed by TNC.Brands.Ads, a part of the Leo Burnett Group Moscow. Last summer the International Olympic Committee for Sochi 2014 announced a national competition to design the Olympic medals. The agency landed on a concept inspired by the dual nature of the Sochi games: snow versus sunny resort, sea against shore. This led the team to explore the textural contrasts of metal against crystal. With technical support from Russian jewelry house Moiseikin, designers Sergey Tsarkov, Alexandra Fedorina, Pavel Nasedkin and Sergey Efremov delivered a winning concept. The office was also behind the official Games slogan, "Hot. Cool. Yours."; the look of the Games, in everything from the branding of the facilities to creating the image for the torch relay; and Olympic campaigns for clients MegaFon, McDonald’s and Rostelecom.
Kellogg's continues to believe there is no finish without the most important part of the day – the start. Like the start of an Olympic journey. In this spot by Leo Burnett Chicago, we see a young skier at the bottom of a mountain. As the child begins to ski up the mountain – that's right, up – we notice he's growing in age and skill. When he finally reaches the top, it's revealed that this little boy is Ted Ligety, Team USA skier and Team Kellogg's athlete.
Old Spice, "Man's Man" in U.K. on a Gentleman Hunt
In a Leo Burnett Group effort, Holler, Arc, Leo Burnett and atelier created a campaign to announce that Isaiah Mustafa was coming to the U.K. on a nationwide "Gentleman Hunt" – a fact-finding mission across the U.K. to find out what makes the U.K. man so manly. The U.K. is made up of many regions, each with its own gentlemanly idiosyncrasies and characteristics, but is united by something unique in the U.K. male – the ability to be a GENTLE-MAN. With this campaign, Old Spice is empowering every single male in the U.K. to become the Gentle-Man he can be. Isaiah announced his first trip to the U.K. in a film posted on Facebook and Instagram. He invited viewers to upload photos and video and to share their views on what defines, in his words, "the modern British Gentle-Man."
Burnett at the Big Game
For the first time in eight years, Leo Burnett had the opportunity to show our creative swagger to the hundreds of millions of people who tuned in to watch the U.S. Super Bowl. And this year we had the thrill of creating two in-game spots and one for the first position following the broadcast:
Chevy Silverado, "Romance"
"Romance," created by Leo Burnett Detroit, tells the story of a man, his truck and a very eligible bachelor – and that's no bull. It’s a lighthearted play on the Chevy story, one that speaks to determination, purpose and strength for the road ahead.
Chevy Silverado, "Life"
For February’s World Cancer Day, the Detroit office created "Life,” a simple vignette made for the people who suffer from the disease – and those who always stand by their side. The spot was part of Chevy's “Purple Roads” initiative in support of their partnership with the American Cancer Society.
The first commercial after the Super Bowl is a coveted spot, known for its high viewership and discount prices. In typical Esurance fashion, the client took the money saved from buying that spot and turned it over to their fans.
In the latest work for the auto insurer, created by Chicago, consumers entered a Twitter sweepstakes to vie for the $1.5 million the company saved. The cost of entry was a simple tweet of #EsuranceSave30 (taken from the 30% Esurance saved), and the winner was unveiled a few days later on Jimmy Kimmel Live.
With 2.6 billion social impressions worldwide, 5.4 million uses of the #EsuranceSave30 hashtag and a worldwide Twitter trend within one hour of the spot’s launch, the sweepstakes resulted in huge visibility for Esurance following one of the world’s biggest media events. Media and consumer insights firm Nielsen declared that Esurance was the most-tweeted-about brand during Super Bowl festivities, surpassing global brands like Coca-Cola, Budweiser and T-Mobile.
Freeview, "Cat and Budgie"
This spot from Leo Burnett London opens on a household cat that can't take his eyes off an unaware budgie, sitting happily in a cage in the corner of the room. All looks bad for the bird when the feline stalks his way across the room and stretches out a paw to open the cage door, but there's more than meets the eye. The cat whisks the winged darling out of her cage and they spin into a romantic whirlwind of song and dance. The spot highlights the fact that entertainment is always sweeter when it's free.
Kellogg's Crunchy Nut, "The Trouble Is They Taste Too Good"
In the fifth installment of Leo Burnett London's campaign for Kellogg's Crunchy Nut, the campaign’s nutty duo is at it again – this time interrupting Henry VIII's perfect shot at a prizeworthy stag. As the king lines up his bow and demands silence among his traveling crew, our two protagonists can’t deny the irresistible honey taste of Crunchy Nut. Alas, the stag is scared from sight. Dost thou want more? Haveth a look!
Petronas, "Young Hearts"
This work from Leo Burnett Malaysia has us yearning for years gone by (and now that we think about it, years to come). To commemorate the 2014 Chinese New Year, our colleagues developed this touching campaign to celebrate.
World Wildlife Fund, "Pets4Pets"
Never send an adult to do a kid's job. Leo Burnett Milan asked 80 kids to create a new campaign for World Wildlife Fund. Five local elementary classes learned the basics of advertising, created ideas based on the brief they received, presented them, and chatted with and even directed industry professionals to bring their concepts to life. In the end, the WWF received eight prints, two TV commercials and four radio spots – all created by 10-year-olds.
FiLIP Technologies, "Best Day Ever"
Leo Burnett New York launched “Best Day Ever,” its first campaign for client FiLIP Technologies, in support of the highly anticipated FiLIP smartwatch for kids – one of the hottest technologies of the year. “Best Day Ever” is an imaginative miniseries that takes one child's dream adventure and turns it into a reality alongside the FiLIP brand.
Philippine Red Cross, "Aid Couture"
How do you turn prom dresses and leather jackets into essential life provisions? Leo Burnett Manila was tasked with the challenge of converting 18 tons of donated clothing received by the Philippine Red Cross into food, water and medicine for typhoon victims in the Philippines. In just two days the campaign “Aid Couture” created a fabulous one-of-a-kind fashion sale, which produced even more stunning results.
Firestone, "Pick Up"
Created by Leo Burnett Chicago, “Pick Up” cleverly tells the story of a young man skipping town with his bride-to-be. The couple runs into their fair share of obstacles along the way but above all, the film conveys that with Firestone tires on your car, you can handle the toughest job, even if it’s a mission of love. Industry magazine Adweek gave the romantic spot some love as it was billed the publication’s “Ad of the Day.”
This work from LB Italy is one of those rare cases in which the advertising inspires the design of new products, not vice versa. After the script was submitted, FIAT decided not only to call the 2013 Panda 4x4 “Antarctica” but went so far as to change the color scheme, adopting the colors of the penguins’ livery: black and white with a touch of orange.