Leo Burnett DM LEONARDO by Leo Burnett Iberia Madrid

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Portugal
Agency Leo Burnett Iberia Madrid
Executive Creative Director Francisco Cassis, Renato Lopes
Art Director Pouline Atencio, Ignacio Mendez, Thiago Cruz E Pedro Hefs
Copywriter Erick Rosa, Fernando Duarte, Jaime Nascimento, Steve Colmar, Roberto Luque Lapiz
Designer Pouline Atencio, Nicolas Ordozgoiti
Released April 2011

Credits & Description

Category: Corporate Image & Information
Product/Service: SELF PROMOTION
Date of First Appearance: Apr 16 2011
Chief Creative Officer: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Erick Rosa/Renato Lopes/Francisco Cassis (Leo Burnett Iberia)
Copywriter: Steve Colmar/Jaime Nascimento/Erick Rosa/Roberto Luque (Leo Burnett Iberia)
Art Director: Pedro Hefs/Thiago Cruz/Nicolas Ordozgoiti/Pouline Atencio/Ignacio Mendez (Leo Burnett Iberia)
Designer: Nicolas Ordozgoiti/Pouline Atencio (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Direct Marketing - Schools, Colleges, Festivals - 16/04/2011
Media placement: Poster - Schools, Colleges, Festivals - 16/04/2011
Media placement: Promoters - Schools, Colleges, Festivals - 16/04/2011

Describe the brief/objective of the direct campaign.
We needed to invite students to Madrid Portfolio Night 9 edition. So we thought: students have a hard time reaching creative directors. How can these students show their work to as many creative directors as possible?

The answer to this question is the promise we made to the students. We promised their work not only would be seen by the most renowned Creative Directors in Madrid but also by the best of the best in Cannes. Which includes the great guys of the Direct jury and all the big shots that will see the shortlist exhibition inside Palais.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To keep our promise to our aspiring creatives, we submitted some lucky portfolios as entries to Cannes and several of its categories. And this is one of those entries.
As the awesome members of the jury will notice, the material we sent has Leonardo Pinheiro’s portfolio on it. And as we all hope for, our kind jury will shortlist this entry so more creative directors can see this student’s work.

Explain why the creative execution was relevant to the product or service.
Our aspiring creatives had already shown their portfolio in Madrid. And with this entry, our great Leonardo will have the chance to also show it to the brilliant creative directors of the Direct jury. And if they shortlist this, Leonardo’s work will be seen by thousands of awesome people in the shortlist exhibition inside Palais.

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.
Whatever happens in Cannes, our promise is fulfilled. Leonardo’s portfolio will be seen at least by the incredible guys of the direct jury. And if everything goes as we hope, they will shortlist this entry and Leonardo will have a lifetime opportunity. One can only imagine what great things can happen to him. So please remember: the farther this goes, shortlist, Cannes Lion winner(!), the greater are the chances more people will see his portfolio.