Leo Burnett Promo, Case study DAVID ON DEMAND by Arc Chicago, Leo Burnett Chicago

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market United States
Agency Arc Chicago
Agency Leo Burnett Chicago
Director Jason Zada
Creative Director Ryan Wagman, Nuno Ferreira Leo Burnett
Art Director Morten Halvorsen, Sungkwon Ha, Pablo Jiménez
Copywriter Hallvard Fjeldbraaten
Editor Randy Palmer
Released June 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: LEO BURNETT
Product/Service: SELF PROMOTION
Date of First Appearance: Jun 20 2010
Entry URL:
Global Chief Creative Officer: Mark Tutssel (Leo Burnett Worldwide)
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Creative Director: Nuno Ferreira (Leo Burnett Chicago)
Creative Director: Ryan Wagman (Leo Burnett Chicago)
Copywriter: Hallvard Fjeldbraaten (Leo Burnett Chicago)
Art Director: Pablo Jimenez (Leo Burnett Chicago)
Art Director: Sungkwon Ha (Leo Burnett Chicago)
Art Director: Morten Halvorsen (Leo Burnett Chicago)
Agency Producer: Rob Tripas (Leo Burnett Chicago)
Director of Digital Delivery: Brian Barthelt (Leo Burnett Chicago)
Public Relations Team: Patti Temple Rocks/Amy Cheronis/Tina Stanton, Kim Kauffman (Leo Burnett Chicago)
Interactive Designer: Justin Gilman (Leo Burnett Chicago)
Experience Designer: Gigia Tondelli (Leo Burnett Chicago)
Executive Producer: Steven Steiner (Tool)
Executive Producer: Matt Bonin (Tool)
Executive Producer: Brian Latt (Tool)
Executive Digital Producer: Dustin Callif (Tool)
Director: Jason Zada (Tool)
Editor: Randy Palmer (Optimus)
Portable Uplink Solution: (Live U)
Media placement: Social Media - Twitter, Facebook - June 20, 2010
Media placement: Website - David On Demand website - June 20, 2010
Media placement: Press Releases - AdAge, CNN, ABC and More - June 20, 2010
Media placement: Live Event - Party - Cannes Advertising Festival - June 23, 2010

Insights, Strategy & the Idea
Every year, Leo Burnett hosts the Wildfire Seminar at Cannes. The seminar competes with hundreds of others for the attention of the industry’s best and brightest.

We decided the best way to promote the 2010 seminar was to build off its theme: The Importance of Spontaneity in the Real-Time Era.

We wanted to prove that taking risks with real-time advertising could pay dividends for clients and agencies alike.

And so we took a very big risk ourselves. On behalf of Leo Burnett in support of the Wildfire Conference, we created David on Demand - the world’s first twitter controlled man.

Creative Execution
The premise of David on Demand was simple. David Perez, a junior creative recruiter at Leo Burnett in Chicago was allowed to go to Cannes as long as he agreed to do everything his twitter followers told him to do – live in real-time, 24 hours a day.

Powered by partners Justin.TV and YouStream (for live video capture and streaming) and of course Twitter, users could track David’s every move while he was in Cannes.

Results and Effectiveness
The moment David went live, tweets poured in from all over the world. In the end, over 20,000 tweet “demands” came in from over 130 countries. David himself was the subject of news coverage on CNN, ABC, MSNBC, FORBES among others, garnering over 100,000,000 impressions for the project.
David proved the power and value of real-time advertising done right, which directly led to the success of the sold-out Wildfire conference, where David was a guest speaker.

More importantly, the project has become a valuable tool for the Leo Burnett brand, helping to encourage clients around the globe to continue to take chances with new technologies and platforms.