Leo Burnett Print ALPHABET OF TODAY by Leo Burnett New York

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Industry Advertising agencies, Business equipment & services
Media Print, Magazine & Newspaper
Market United States
Agency Leo Burnett New York
Creative Director Kieran Antill, Michael Canning
Copywriter Simen Braathen
Account Supervisor Kristal Korzon
Released June 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: LEO BURNETT NY
Product/Service: LEO BURNETT NY
Chief Creative Officer: Jay Benjamin (Leo Burnett New York)
Creative Director: Michael Canning (Leo Burnett New York)
Creative Director: Kieran Antill (Leo Burnett New York)
Production Company: (Two Seven)
Copywriter: Simen Braathen (Leo Burnett New York)
Worldwide Chief Creative Officer: Mark Tutssel (Leo Burnett)
Website Build: (Avant/LLC)
Photograpy: Tom Medvedich
Production: (Twoseven)
Photography Production: (Kids With Candy)
Account Supervisor: Kristal Korzon (Leo Burnett New York)
Music: (Nylon Studios)
Animation: (Life Long Friendship Society)
Media placement: Installation - Cannes Lions Festival - June 2011
Describe the objective of the promotion.
Create a design installation at the Cannes Lions Festival that creates conversation around technology and media today, and where the industry is headed.
Describe how the promotion developed from concept to implementation.
We began with a simple insight about where communication begins – with children’s alphabet blocks. A is for Apple, B is for Banana, C is for Carrot. Our idea was to create a new set of alphabet blocks, made up of technology and social media letters - on homage to the icons that have played an influential role in forming the new alphabet of communication today. Each letter from A to Z represented an icon, including classics like F for Facebook, G for Google or T for Twitter, to some relative newcomers like M for Mashable or K for Kayak. The blocks were exhibited in the ‘Young Lions Zone’, amongst the young generation of creative minds.
Explain why the method of promotion was most relevant to the product or service.
Rather than create a campaign message to promote the Leo Burnett brand, our strategy was to create a simple, interactive piece of content, that would add value to the delegate experience, and in doing so, promote Leo Burnett as part of the conversation.
Describe the success of the promotion with both client and consumer including some quantifiable results.
As a simple look at our communication landscape today, the blocks ultimately created conversation around one question - what will the new letters be in years to come? As the creator of the installation, Leo Burnett was part of the conversation, which culminated on stage in a Cannes seminar.
-The ‘Alphabet of Today’ was featured across integrated media at the Cannes Lions festival, including flyers in delegate bags, posters, the exhibition itself, and on stage in a Cannes Seminar.
-Images of and editorial about the installation were featured in widespread blogs and Twitter conversation, as well as in industry press.