The Advertising & Design Club of Canada Design & Branding Love vs Hate by Leo Burnett Toronto

Love vs Hate

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Industry Education
Media Design & Branding
Market Canada
Agency Leo Burnett Toronto
Associate Creative Director Caio Oyafuso
Creative Director Judy John, Israel Diaz
Art Director Anthony Chelvanathan
Copywriter Steve Persico
Designer Dave Tupper
Typographer Paul Sych
Released November 2010


One Show 2011
One Show Design Branding / Logo/Trademark Design - Single Only Merit
One Show Design Direct Mail / Single Merit
One Show Design Public Service / Outdoor and Posters - Single Merit

Credits & Description

Category: Corporate Image & Information
Product/Service: AWARDS
Date of First Appearance: Mar 1 2010
Chief Creative Officer: Judy John (Leo Burnett)
Creative Director: Judy John (Leo Burnett)
Creative Director: Israel Diaz (Leo Burnett)
Associate Creative Director: Caio Oyafuso (Leo Burnett)
Copywriter: Steve Persico (Leo Burnett)
Art Director: Dave Tupper (Leo Burnett)
Art Director: Anthony Chelvanathan (Leo Burnett)
Designer: Dave Tupper (Leo Burnett)
Typographer: Paul Sych
Project Manager: Dawn Green (Leo Burnett)
Print Producer: Gladys Bachand (Leo Burnett)
Media placement: Call for entries - Direct Mail - March 1 2010

Describe the brief/objective of the direct campaign.
We were asked to create a theme and look for the Advertising and Design Club of Canada annual awards show. This particular piece was the call for entry and had to communicate that theme.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed a love vs hate theme and applied that to this call for entries. Each side of the poster was dedicate to one of the two emotions people feel towards the advertising and design industries and the word mark in the middle read love when from one side and hate from the other.

Explain why the creative execution was relevant to the product or service.
The love vs hate theme is a relevant theme that our target would connect with.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The design of the poster received lots of talk and praise from people in the industry and did it's job to create buzz about the upcoming show.