STAR REACHER AWARDS by Leo Burnett Chicago for Leo Burnett

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STAR REACHER AWARDS

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Designer Luke Williams
Producer Jennifer Solley
Released December 2011

Credits & Description

Category: Self Promotion
Advertiser: LEO BURNETT WORLDWIDE
Product/Service: LEO BURNETT WORLDWIDE
Agency: LEO BURNETT CHICAGO
Chief Creative Officer/Copywriter: Susan Credle (Leo Burnett Chicago)
Design Director: Alisa Wolfson (Leo Burnett Chicago)
Design Director: Brian Loehr (Leo Burnett Chicago)
Designer: Luke Williams (Leo Burnett Chicago)
Producer: Jennifer Solley (Leo Burnett Chicago)
Media placement: Award package - Recipients of the Star Reacher Award globally at Leo Burnett - 1 December 2011

Describe the brief from the client
The Star Reacher Awards recognize individuals, from around the Leo Burnett global agency network, representing a cross section of every agency function, who have earned special distinction for their skills and commitment to - and passion for - our business and our agency. The task was to commemorate those individuals with a custom-design award that embodies the constant pursuit of greatness.

Describe the challenges and key objectives
The words of Leo Burnett are those worth living by. To consider yourself a "Star Reacher" is to go beyond the minimum requirement; to strive for personal improvement. The main challenge was to create an award that also reached beyond expectations and felt as world class as the talent it was celebrating. Leo Burnett is also a company that has been around for 76 years and is
constantly looking ahead. We wanted the award to be simple and tasteful but also feel modern, have weight and presence.

Describe how you arrived at the final design
With star reaching in mind, the branding features applications of stars and typography that reach and move around edges and corners. We produced an award package, which included one anodized aluminum award with a shape that represents a constant upward reach and a gold-plated telescope to keep your targets in sight.

Give some indication of how successful the outcome was in the market
This project was a success because it raised awareness of those individuals in the Leo Burnett worldwide network who are constantly striving to raise the bar for greatness. Following the official announcement, there was an eager buzz around the office for who will earn the title of "Star Reacher" in 2013.