Brief Explanation

Instead of the usual event posters, banners and giveaways, Leo Burnett chose to celebrate HUMANKIND, the agency mantra that sums up the belief that creativity has the power to transform behaviour.

The Brief

Leo Burnett was the sponsor of the Spikes Asia 2010 After-Show Gala, a high profile event attended by some of the most famous names in the advertising industry. The usual practice is for the sponsor to brand the event, by dressing up the venue with the sponsor’s corporate identity.

How the final design was conceived

The Asian Civilizations Museum, the Spikes venue, is a colonial structure built in the 19th century. It became the canvas and the audience witnessed how creativity can transform the behaviour of a building through a 3D spectacle. This stoic building was transformed via 3D mapping and came to life before the audience’s eyes.

Indication of how successful the outcome was in the market

The Humankind 3D Building experience set the mood for the night, was well-applauded and became a memorable talking point among the critical audience.