Brief Explanation

Leo Burnett Solutions Inc., Sri Lanka, was perceived by the business community as being very ‘western’ and out of touch with the masses. We needed to demonstrate our understanding of the local market and our ability to connect with them.

The Brief

Create a piece of work that will connect with the masses and generate enough PR to be seen by the business community.

How the final design was conceived

When Leo Burnett opened in 1935, it gave away apples to its visitors in a bid to say “welcome”. Since then, the apple has become an icon used by Burnett offices worldwide. Taking this legacy, a mural was made with over 6000 fresh apples depicting a traditional Sun & Moon - believed by Sri Lankans to bestow balance upon mankind. Clients and the public were invited to help create it along a popular street where up and coming artists display their work.

Indication of how successful the outcome was in the market

Not only did people marvel at the piece, they also got a chance to bite into it. This included a school of young orphans - some of whom had never tasted an apple before. The PR generated by Apple Art was valued in excess of US $10,000. But more importantly, this act helped change the perception of the Agency, particularly in the eyes of the Sri Lankan business community. So much so that one of the country’s biggest conglomerates subsequently awarded Leo Burnett Solutions their entire business.