Leo Burnett: LEO'S CIDER [video] [alternative version]

Credits & Description:

Type of entry: Graphic Design & Design Crafts
Category: Self Promotion
Advertiser: LEO BURNETT SYDNEY
Product/Service: LEO'S CIDER
Agency: LEO BURNETT SYDNEY, AUSTRALIA
Global Chief Creative Officer: Andy Dilallo (Leo Burnett Sydney)
Creative Director: Grant Mcaloon (Leo Burnett Sydney)
Creative Director: Vince Lagana (Leo Burnett Sydney)
Art Director: Stuart Tobin (Leo Burnett Sydney)
Designer: Stuart Tobin (Leo Burnett Sydney)
Illustrator/Animator: John Henry-Pajak (Leo Burnett Sydney)
Copywriter: Ayla Norris-Smith (Leo Burnett Sydney)
Executive Print Producer: Jeremy Devilliers (Leo Burnett Sydney)
Print Producer: Michelle Browne (Leo Burnett Sydney)
Digital Producer: Gemma Heyes (Leo Burnett Sydney)
Snr Account Director: Tanya Vragalis (Leo Burnett Sydney)
Account Manager: Kayleigh Chapman (Leo Burnett Sydney)
Developer: Keong Seet/Kevin Brown (Leo Burnett Sydney)
Digital Designer: Eddy Milfort (Leo Burnett Sydney)
Social Media: Bryan Wilmot (Leo Burnett Sydney)
Animator: Toby Pederson (Leo Burnett Sydney)
Music: Song Zu ()
Photographer: Dieu Tan (Freelance)
Retoucher: Michael Luland/Ash Derari (Leo Burnett Sydney)
Finished Artist: Justine Dooner (Leo Burnett Sydney)
Brief Explanation
The aim is 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 reinforced our commitment to building brands and ideas while remaining creative, generous and human-focused.
Describe the brief from the client
We wanted to create a self-promotion campaign celebrating the values of our agency, an office of the Leo Burnett group.
Design Process
The design of Leo's Cider acknowledges our 1930s heritage, combining cues from that era with modern day design. This was complemented by a bold colour palette and illustrative style, the rich textures conveying the handcrafted nature of the cider. Simple substrates compliment the designs and put the taste into visual form. In addition we acknowledged that Leo Burnett created some of advertising's most iconic animated characters by turning into one as well.
Results
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.