| Title | LEO'S CIDER |
| Brand | LEO BURNETT SYDNEY |
| Product / Service | LEO'S CIDER |
| Category | C01. Integrated Campaign Led by Promo & Activation |
| Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
| Entrant Company | LEO BURNETT SYDNEY, AUSTRALIA |
| Advertising Agency | LEO BURNETT SYDNEY, AUSTRALIA |
| 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 |
| John Henry-Pajak | Leo Burnett Sydney | Illustrator/Animator |
| Stuart Tobin | Leo Burnett Sydney | 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 |
We wanted to create a self-promotion campaign celebrating the values of our agency, an office of the Leo Burnett group. 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.
We’ve created prints ads, posters, in store, out of home, an online video explaining the promotion, and, of course, a social media campaign, reaching out to influencers in the world of small business. Which, in turn, is earning us coverage in front of big businesses as well. The work tells our story and directs people to a dedicated website where they can pitch for some help from Leo. Some will be given mini-ads on our bottles and coasters, which makes them both an ad for us, and the new business. Two small ambient ads in one, if you like.
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.
Leo Burnett started business in middle of the Depression. Defiant, he left a bowl of free apples in reception. Today, you’ll find a bowl of apples in every Leo Burnett office. We decided to use ours to give a little back: Leo’s Cider – the first ever cider dedicated to the little guys: new businesses out to make it in tough times just like Leo did 78 years ago. The cider will give one of them $100,000 of our best thinking. By promoting them and the cider we are promoting ourselves.