TURA, THE DOG by Leo Burnett Iberia Madrid for Leo Burnett

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TURA, THE DOG

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Spain
Agency Leo Burnett Iberia Madrid
Creative Ricardo Mico Toledo, Juan Pablo Christmann
Digital Creative Fred Bosch
Released July 2012

Credits & Description

Category: Best Use of Live Events and or Celebrity endorsement
Advertiser: LEO BURNETT IBERIA
Product/Service: AGENCY PROMOTION
Creative: Juan Christmann (Leo Burnett Iberia)
Creative: Ricardo Toledo (Leo Burnett Iberia)
Planner: Alexandre D'Albergaria (Leo Burnett Iberia)
Digital Creative: Fred Bosch (Leo Burnett Iberia)
Head of Digital Production: Rodrigo Barona (Leo Burnett Iberia)
Executive Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)
Production Director: Cristina Almeida (Leo Burnett Iberia)
Graphic Producer: António Junior (Leo Burnett Iberia)
Manager: Miguel Simões (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Event - Cannes Awards Ceremony 2009 - June 2009
Media placement: T-shirt - Giving away at Cannes Palais - June 2009

Summary of the Campaign
To make everybody talk about Leo Burnett Lisbon, we decided to put the spotlight on our dog, Tura. So we promoted her to Creative Advisor. Tura was included in the credits on all our work. After she won several awards, we created a website to show her awarded work, a twitter account with her point of view, a linkedin account, tshirts and a usb card with the agency credentials among other tools to generate content for our B2B campaign.

The Goal
The goal was to showcase Leo Burnett Lisboa´s work, and put the agency in everybody´s mouth.

Results
In less than a year Tura became the most awarded dog in advertising. She even entered the Cannes palais, and went up to the stage to pick up their awards. Because of all that glory, we created a website to show her awarded work, a twitter account with her point of view, a linkedin account, tshirts and usb card with the agency credentials. All this with one goal: to generate content for our B2B campaign

Execution
Our dog, Tura plays an essential role on our creative process. So we decided to promote her to Creative Advisor. And we included her in the credits on all our work

The Situation
Leo Burnett Lisbon wanted to showcase their work in order to do a PR campaign. Because if we make everybody talk about Leo Burnett Lisbon, including clients, in the end that will generate new business.

The Strategy
But how to do this without being boring or cocky? We decided to put the spotlight on our dog, Tura.