LEO'S CIDER

TitleLEO'S CIDER
ClientLEO BURNETT SYDNEY
Product / ServiceLEO'S CIDER
CategoryA06. Self Promotion
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency LEO BURNETT SYDNEY, AUSTRALIA

Brief Explanation

The aim is to tell the world more about ourselves to our existing clients, potential clients, the creative community and the public at large. But we needed to do it in an unexpected and arresting way - something that reinforced our commitment to building brands and ideas while remaining creative, generous and human-focused.

The Brief

We wanted to create a self-promotion campaign celebrating the values of our agency, an office of the Leo Burnett group.

How the final design was conceived

The design of Leo's Cider acknowledges our 1930s heritage, combining cues from that era with modern day design. This was complemented by a bold colour palette and illustrative style, the rich textures conveying the handcrafted nature of the cider. Simple substrates compliment the designs and put the taste into visual form. In addition we acknowledged that Leo Burnett created some of advertising's most iconic animated characters by turning into one as well.

Indication of how successful the outcome was in the market

The campaign is only 2 weeks old but so far the site has had 2,922 visits and 64 entries. Youtube hits: 50,000+. Social activity reach: 444, 797. More than 14 articles. 49 pieces of Leo’s content earned 295 interactions and reached 42,743 people. It inspired 225 others to create content, which in turn reached a further 402, 054 people. Over $100,000 in free media has been gained, including a minute feature on Sky News Business.

Credits

Name Company Position
Justine Dooner Leo Burnett Sydney Finished Artist
Michael Luland/Ash Derari Leo Burnett Sydney Retoucher
Dieu Tan Freelance Photographer
Song Zu Song Zu Music
Toby Pederson Freelance Animator
Bryan Wilmot Leo Burnett Sydney Social Media
Eddy Milfort Leo Burnett Sydney Digital Designer
Keong Seet/Kevin Brown Leo Burnett Sydney Developer
Kayleigh Chapman Leo Burnett Sydney Account Manager
Tanya Vragalis Leo Burnett Sydney Snr Account Director
Gemma Heyes Leo Burnett Sydney Digital Producer
Michelle Browne Leo Burnett Sydney Print Producer
Jeremy Devilliers Leo Burnett Sydney Executive Print Producer
Ayla Norris-Smith Leo Burnett Sydney Copywriter
Stuart Tobin Leo Burnett Sydney Designer
John Henry-Pajak Leo Burnett Sydney Illustrator/Designer
Stuart Tobin Leo Burnett Sydney Art Director
Vince Lagana Leo Burnett Sydney Creative Director
Grant Mcaloon Leo Burnett Sydney Creative Director
Andy Dilallo Leo Burnett Sydney Chief Creative Officer