WHERE THE WIND BLOWS by Leo Burnett Chicago for Leo Burnett

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WHERE THE WIND BLOWS

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Industry Advertising agencies, Business equipment & services
Media Print, Magazine & Newspaper, Design & Branding
Market United States
Agency Leo Burnett Chicago
Producer Laura Stern
Released September 2011

Awards

One Show 2012
One Show Design Publication Design / Book Layot Design Merit

Credits & Description

Category: Self Promotion
Advertiser: LEO BURNETT CHICAGO
Product/Service: LEO BURNETT CHICAGO
Agency: LEO BURNETT CHICAGO
Chief Creative Officer/Writer: Susan Credle (Leo Burnett Chicago)
Design Director/Writer: Alisa Wolfson (Leo Burnett Chicago)
Designer/Writer/Illustrator/Photographer: Jason Mckean (Leo Burnett Chicago)
Designer/Illustrator/Photographer: Kyle Poff (Leo Burnett Chicago)
Writer: David Schermer (Leo Burnett Chicago)
Illustrator/Photographer: Kine Ugelstad (Leo Burnett Chicago)
Illustrator/Photographer: Dan Forbes (Leo Burnett Chicago)
Illustrator/Photographer: Luke Williams (Leo Burnett Chicago)
Illustrator/Photographer: Natalia Kowaleczko (Leo Burnett Chicago)
Illustrator/Photographer: Jason Frohlichstein (Leo Burnett Chicago)
Illustrator/Photographer: Casey Martin (Leo Burnett Chicago)
Illustrator/Photographer: Eing Omathikul (Leo Burnett Chicago)
Producer: Laura Stern (Leo Burnett Chicago)
Media placement: Book - Design Conference, Recruitment, Design School Curriculum - 24 June 2011

Describe the brief from the client
This is a self-promotional piece. We were originally asked to participate in a design conference by purchasing booth space. Instead of spending money on real estate within the event, we chose to create a leave behind. The brief was to create something memorable that showcased our talents and announced our presence in the design community.

Describe the challenges and key objectives
Chicago’s newly-formed Leo Burnett Dept. of Design had a problem. Designers were coming to town for a national conference but were not yet familiar with the design talent and output LeoBurnett has to offer. To showcase the Dept. and celebrate our passion for design, as well as welcome weary travelers to our city, we distributed a promotional book based on the many Chicago things that inspire us. Since Leo Burnett is a Chicago institution, we found it fitting that we show the city through our eyes.

Describe how you arrived at the final design
When people think of Chicago, they often think of wind, that inspired us to make a journal that in part is affected by wind. The graph paper literally blows off the pages. The journal is organized A-Z, like a typical travel guide. Each of the team members had a page to design. The project became a collective effort and truly showcased our range of talent.

Give some indication of how successful the outcome was in the market
The normal response we receive when we hand someone a book is “ Wow, cool. Can I have two?” Today, the book is being used to help recruit fresh talent, attract new business and promote Leo Burnett’s design capabilities on a global scale. We have also been asked to donate the journals to a Chicago design school to use as part of their curriculum.