Leo Burnett Design & Branding KEYBOARD PENCIL by Leo Burnett New York

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Leo Burnett New York
Creative Director Kieran Antill, Michael Canning
Released June 2011

Credits & Description

Category: Public Spaces
Advertiser: LEO BURNETT NY
Product/Service: LEO BURNETT NY
Chief Creative Officer: Jay Benjamin (Leo Burnett NY)
Creative Director: Michael Canning (Leo Burnett NY)
Creative Director: Kieran Antill (Leo Burnett NY)
Art Director/Copywriter: Simen Braathen (Leo Burnett NY)
Art Director/Copywriter: Doffen Trellevik (Leo Burnett NY)
Media placement: Permanent Installation - Leo Burnett Offices, NY - June 2011

Describe the brief from the client
In 2011, Leo Burnett launched a new agency in New York City. Our brief was to create an office design installation that featured the heritage of the classic Leo Burnett logo, ‘The Black Pencil’, but used it in a modern context of communication today. The goal was to create a piece of design for the office space that communicates our design belief, but also generates conversation and PR about the new office amongst the creative community.

Describe the challenges and key objectives
Our key objective was to create an installation for the office space that would not just communicate our beliefs as a creative company, but would create conversation about the office in the creative community. In this sense, the challenge was how to create an interior design installation, that would get talked about outside our 4 walls.

Describe how you arrived at the final design
We began with the insight that today’s technology is the amazing canvas we have to communicate our ideas. The design solution saw ‘The Black Pencil’ re-imagined as a 9 feet wide mosaic, using 6,325 computer keys from recycled keyboards collected from Leo Burnett offices around the world. The ‘Keyboard Pencil’ is our tribute to the combined power of technology and hand craft in design. Throughout the piece are hidden words and messages about our creative philosophy, craft and creativity.

Give some indication of how successful the outcome was in the market
The ‘Keyboard Pencil’ is a permanent installation at Leo Burnett New York, but it’s message also generated a large amount of conversation and earned media about the new Leo Burnett New York office through PR, creative editorial channels and social networks. However, maybe one of the many tweets said it best “Doodle before you google”.