Leo Burnett: LEO'S CIDER

Credits & Description:

Advertiser: LEO BURNETT
Agency: LEO BURNETT SYDNEY
Category: Best Integrated Campaign Led by Direct Marketing
Advertising campaign: LEO'S CIDER
Social Media: Bryan Wilmot (Leo Burnett Sydney)
Developer: Kevin Brown (Leo Burnett Sydney)
Digital Designer: Eddy Milfort (Leo Burnett Sydney)
Creative Director: Vince Lagana (Leo Burnett Sydney)
Print Producer: Michelle Browne (Leo Burnett Sydney)
Senior Account Director: Tanya Vragalis (Leo Burnett Sydney)
Chief Creative Officer: Andy Dilallo (Leo Burnett Sydney)
Retoucher: Ash Derari (Leo Burnett Sydney)
Photographer: Dieu Tan (Freelance)
Digital Producer: Gemma Heyes (Leo Burnett Sydney)
Creative Director: Grant Mcaloon (Leo Burnett Sydney)
Executive Print Producer: Jeremy Devilliers (Leo Burnett Sydney)
Illustrator/Animator: John-Henry Pajak (Leo Burnett Sydney)
Account Manager: Kayleigh Chapman (Leo Burnett Sydney)
Developer: Keong Seet (Leo Burnett Sydney)
Retoucher: Michael Luland (Leo Burnett Sydney)
Art Director: Stuart Tobin (Leo Burnett Sydney)
Designer: Stuart Tobin (Leo Burnett Sydney)
Copywriter: Ayla Norris-Smith (Leo Burnett Sydney)
Finished Artist: Justine Dooner (Leo Burnett Sydney)
Music: Song Zu (Song Zu)
Animator: Toby Pederson (Freelance)

Execution
Leo’s Cider is a totally new way for an agency to talk about itself. It uses something that inherent to the brand to reach out to other brands that want to tell their own stories in unexpected ways. And it’s engaging a new group of business people, compelling them to step forward so that they can change their business. By heroing those businesses rather than just ourselves, the campaign is reinforcing the human values that inform the heart of our creative work. It’s also doing something no other advertising self-promotion has managed: by prompting other brands to step forward and let tell their stories, we get to tell our own.

Outcome
The campaign is only 2 weeks old but so far the site has had 2,922 visits and 64 entries. Youtube hits: 50,000+. Social activity reach: 444, 797. More than 14 articles. 49 pieces of Leo’s content earned 295 interactions and reached 42,743 people. It inspired 225 others to create content, which in turn reached a further 402, 054 people. Over $100,000 in free media has been gained, including a minute feature on Sky News Business.

Implementation
We started with a part of our DNA. Leo Burnett opened his business in middle of the Depression. Defiant, he left a bowl of free apples in reception. Today, you’ll find a bowl of apples in every Leo Burnett office. We’ve decided to use ours to give a little back: Leo’s Cider – the first ever cider dedicated to the little guys: new businesses out to make it in tough times just like Leo did 78 years ago. The cider will give one of them $100,000 of our best thinking. By promoting them and the cider we are promoting ourselves.

Client Brief Or Objective
We wanted to create a campaign celebrating the values of our agency, an office of the Leo Burnett group. The aim was to tell the world more about ourselves to our existing clients, potential clients, the creative community and the public at large.But we needed to do it in an unexpected and arresting way - something that engaged people in a new way, made them do something and reinforced our commitment to building brands and ideas while remaining creative, generous and human-focused.