Leo Burnett Print CREATIVE CALENDAR by Leo Burnett Paris

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Industry Advertising agencies, Business equipment & services
Media Print, Magazine & Newspaper
Market France
Agency Leo Burnett Paris
Executive Creative Director Guillaume-Ulrich Chifflot
Art Director Marielle Postec
Copywriter Juliette Novak
Illustrator John Hendrix
Released June 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Product/Service: GREATING CARD
Executive Creative Director: Guillaume Chifflot (Leo Burnett)
Copywriter: Juliette Novak (Leo Burnett)
Art Director: Marielle Postec (Leo Burnett)
Art Buyer: Claire Sougy (Transparence)
Illustrator: John Hendrix (Freelance)
Media placement: Street marketing - 700 copies - guerilla postering - 26/06/2011

Describe the objective of the promotion.
Once again, we had to find an idea for a Happy New Year card. Only, this year, we wondered what we would like to receive. Instead of sending the usual card to clients and relatives, we decided to wish a Happy New Year to all the creatives around the world by offering them something useful.

Describe how the promotion developed from concept to implementation.
We created a Happy New Year card that unfolded as an A2 creative calendar of the year to come: The year starts on June 26th and ends with Cannes 2012. It indicates the dates for all major awards (deadlines and dates) Saint names are those of the most famous creative stars (Leo Burnett, David Ogilvy, but also David Droga, John Hegarty) Around the calendar is drawn the 10 commandements of creative soul, alongside series of illustrations depicting the many steps it takes to create an award-winning work (brief, selection, selling, production, cost control)

Explain why the method of promotion was most relevant to the product or service.
For creatives, the year focuses on creative awards and especially Cannes. So we made a calendar that starts the very next day after Cannes, and ends with the closing Ceremony, that is in fact the creative's New Year Party.

Describe the success of the promotion with both client and consumer including some quantifiable results.
On the last day of Cannes we went to distribute the calendar at the 2011 Closing Ceremony exit. Not only were the 700 copies dispatched in about 10 minutes (with people coming back to get some more for friends) but when people eventually left the place, there was not a single post thrown away on the floor or in the trash bins around! So we suppose that it was displayed in the office of the top creatives around the world for the next 360 days.