Leo Burnett Design & Branding CHRISTMAS COOKIES by Leo Burnett Frankfurt

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Germany
Agency Leo Burnett Frankfurt
Creative Director Hans-Juergen Kaemmerer
Art Director Julia Rottmann, Agnieszka Gast
Photographer Thomas Balzer Frankfurt
Released December 2011

Credits & Description

Category: i. Own Label and Private Label brands
Chief Creative Officer: Andreas Pauli (Leo Burnett Frankfurt)
Creative Director: Hans-Juergen Kaemmerer (Leo Burnett Frankfurt)
Senior Copywriter: Robert Kiefner (Leo Burnett Frankfurt)
Art Director: Julia Rottmann (Leo Burnett Berlin)
Art Director: Agnieszka Gast (Leo Burnett Berlin)
Agency Producer: Monika Nikot (Leo Burnett Frankfurt)
Art Buyer: Cornelia Richter (Leo Burnett Frankfurt)
Photographer: Thomas Balzer
Media placement: Box With Christmas Cookies And Greeting Card - On The Desks Of Our 300 Employees - 06.12.2011

Describe the brief from the client
Our goal was to whet the appetite of our people for success at the awards shows.

Describe the challenges and key objectives
In Germany, the time before December 24th is cookie time. Up and down the land, mothers and grandmothers bake piles upon piles of Christmas cookies, and their husbands, children and grandchildren wait in eager anticipation of the moment that they may bite into these sweet offerings.

Describe how you arrived at the final design
We at Leo Burnett decided to bake some cookies for our employees, too. But our cookies were a little special. They showed the logos of the famous award shows Cannes, The Clios and the German Art Directors Club. On Santa Claus Day, December 6th, every one of our 300 employees found a box on their desk with a quote from our founder Leo Burnett: “If you reach for the stars you may not quite get one, but you won´t come up with a handful of mud either”. A card accompanied the box and wished an outstanding 2012.

Give some indication of how successful the outcome was in the market
The proof of the pudding we will not discover until the end of 2012 (though early signs are promising). One thing is for sure – on the evening of December the 6th, the boxes were empty and the cookies gone.