Bell Design & Branding, Case study CANADIAN CEO OLYMPIC INVITE by Leo Burnett Toronto

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Industry Business equipment & services, Corporate Image
Media Design & Branding, Case study
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg
Copywriter Marcus Sagar, Michael Tung
Producer Kim Burchiel
Photographer Arash Moallemi
Illustrator Pau Bonet
Released May 2013


Cannes Lions 2013
Design Lions Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards Silver

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: BELL
Chief Creative Officer/Creative Director: Judy John (Leo Burnett/Toronto)
Creative Director: Lisa Greenberg (Leo Burnett/Toronto)
Group Creative Director: Marcus Sagar/Noreel Asuro (Leo Burnett/Toronto)
Copywriter: Marcus Sagar/Michael Tung (Leo Burnett/Toronto)
Art Director/Designer: Scott Leder/Chris Duchaine/Jeff Watkins (Leo Burnett/Toronto)
Illustrator: Pau Bonet ()
Photographer: Arash Moallemi ()
Producer: Kim Burchiel (Leo Burnett/Toronto)
Group Account Director: David Kennedy (Leo Burnett/Toronto)
Account Executive: Angelica Bennett (Leo Burnett/Toronto)
Printing: Somerset ()
Brief Explanation
Many of the CEO's at this level receive invitations to the Olympics from other large corporations. We had to insure our invite did not end up in the mail room but something they would be proud to display in their office.
Describe the brief from the client
Create an invitation for Canada's business elite from Bell CEO to the 2012 Winter Olympic Games in Sochi, Russia.
Design Process
Inspired by Russian Nesting dolls, we chose to create the 'Canadian CEO' nesting doll. We customized each doll with an illustrated image of the recipient. Each doll inside showed the CEO wearing gear representing each of the events they would be attending. Inside the last doll is the formal written invite. When opened, each of the dolls revealed a coloured ring and when assembled, made the Olympic rings.
All invitees responded within a day of receiving our invite and several personally called the CEO's of Bell and Air Canada to compliment them on the clever, elegant & intriguing Canadian Nesting Dolls.