Tag: Leo Burnett

Paris, France – Kicking off 2025 on a bold note, Publicis Groupe has unveiled its plans to merge two of its iconic networks, Leo Burnett and Publicis Worldwide, to launch a new creative powerhouse, aptly named ‘Leo’.

Rooted in Publicis Groupe’s ‘Power of One’ philosophy, Leo is crafted to deliver modern solutions by bringing together Leo Burnett, known for its ‘humankind’ approach, and Publicis Worldwide, a network synonymous with transformation, innovation, and leading change.

Leo, an expanded and redesigned version of the Leo Burnett logo, combines the strength of one of advertising’s most iconic names with the roar of a lion, creating a powerful global creative force of more than 15,000 talents from Leo Burnett and Publicis Worldwide. Together, they boast 8 agencies of the year across 90 countries and over 400 major creative awards.

Carla Serrano, global CSO at Publicis Groupe, shared, “Through Leo we are doubling down on our strategy of strong creative brands, connected to the industry’s only data, media, and tech ecosystem. With Publicis as the global group brand we all rally to, we are now accelerating on the Power of One, turning two networks into one constellation.”

With this union, the Leo constellation becomes part of Publicis Groupe’s creative roster, joining renowned names like Saatchi & Saatchi, LePub, and BBH, as well as creative hubs such as Fallon, The Community, and Le Truc—the only creative collective operating at the holding-company level.

Marco Venturelli and Agathe Bousquet will lead the newly created ‘Leo’ as co-presidents, with Gareth Goodall joining as chief strategy officer. The trio will lead Leo’s global creative community and culture, driving activation at the country level through the Power of One. This approach ensures that Leo’s creative teams have direct access to Publicis Groupe’s data, technology, and media assets.

Meanwhile, Andrew Bruce, CEO of Publicis Groupe Canada, will also take on the additional role of chairman for Leo North America.

“At Publicis, we have demonstrated time and again the power of the Power of One. Leo’s global spirit will live and breathe at the local level, with outstanding creative and strategic talent turbocharged by best-in-class data and technology through our country model to create truly bespoke models for its clients,” Bousquet, Leo co-president and president of Publicis France, commented. 

Venturelli, Leo co-president and chief creative officer, added, “We’ve never had so many tools to better understand people and connect with them. Nevertheless, creativity still is, and forever will be, a messy human process. Leo will be a true global community of creative and strategic talents, connected together for a more human way of creating at scale.”

Arthur Sadoun, CEO of Publicis Groupe, also shared, “I have had the privilege of leading both Publicis Worldwide and Leo Burnett. Since then, other iconic names have disappeared, but I have never believed that creative efficiency should mean fewer brands and fewer operations.” 

He continued, “It is about big ideas from creative minds that are nurtured by strong agency culture to have an impact on our clients’ businesses. In today’s world it is also about more collaboration and more access to capabilities. That’s exactly what Leo stands for. By unifying the spirit and talent of these global creative communities, Leo will be bigger, stronger, and on more doors than ever.” 

Indonesia – Leo Burnett Indonesia has launched the inaugural Portfolio Night in Jakarta, offering aspiring young creative talents a unique opportunity to connect and engage with creative leaders from the country’s well-known agencies.

Now in its 21st year, Portfolio Night is a global portfolio review event held in over 70 countries, powered by dedicated host partners in each city. At the Jakarta event, young creatives received in-depth portfolio reviews from industry leaders, gaining valuable advice to boost their creativity and kickstart their careers.

“Never before have young creatives in Indonesia had the chance to meet so many creatives at once and the opportunity to learn from the best. As an agency that supports the industry’s transformation through the development of aspiring creatives, Leo Burnett Indonesia is committed to hosting Portfolio Night, with the ambition that it becomes a major force in shaping the future of creativity in Indonesia,” said Sony Nichani, CEO of Publicis Groupe Indonesia. 

Jakarta’s inaugural Portfolio Night brought together creative leaders from top agencies, including Leo Burnett, Accenture Song, TBWA, seleBRasi Kreatif, Dentsu, Jelly Agency, FCB, MullenLowe Lintas, Pinc Group, Inner Circle, Future Creative Network, Moonfolks, Tu7uH Creative Lab, Fortuna, and Gojek. These experts shared invaluable insights with young creatives before voting on their favourite portfolios.

Mudit Trevedi, managing director at Publicis Groupe Indonesia, elaborated, “Jakarta’s advertising industry is relatively young, so there aren’t many opportunities for creative students to interact within the industry and learn from established creatives. By bringing Portfolio Night to Indonesia, Leo Burnett Indonesia hopes to shape a generation of creatives who are passionate about world-class creativity and hungry to make transformative work for the country’s best clients.” 

Jakarta’s Portfolio Night, organised by The One Club for Creativity, drew over 75 participants, with Sayid Muhammad earning the top-scoring portfolio. Sayid will advance to Portfolio Night’s global All-Stars program, a virtual competition in January 2025, where All-Stars will compete for a chance to attend The One Club’s Creative Week in New York in May 2025.

Ravi Shanker, chief creative officer at Leo Burnett Indonesia, shared, “Sayid is special. His work demonstrates modern and bold ideas and a non-traditional approach to thinking. The ideas vary from product concepts to gadgets and skins for games, all with powerful insights. Most importantly, his attitude towards learning more, winning more, and doing more makes him a true winner.” 

Australia – Challenger ISP Superloop has teamed up with Leo Burnett Australia and Zenith Australia to launch a bold new campaign, urging Australians to take a stand against overpriced and slow internet by reviving the iconic planking meme from the early 2010s.

The campaign was inspired by research from Leo Burnett Australia, which found that many Australian households are using internet speeds comparable to those of American families 12 years ago, when the planking meme was popular. With no clear benchmark for high-speed internet, many Australians have accepted slow, outdated connections as the norm.

Superloop’s campaign urges Australians to ditch slow internet. The 30-second hero film shows people planking in awkward spots, symbolising how outdated internet and high prices have left them ‘stuck in 2011.’ Directed by Gustav Sundström and produced by Hooves, the film highlights Superloop as a network built for the fast future of the internet.

Ben Colman, chief marketing officer at Superloop, said, “Superloop is about delivering exceptional internet speed at outstanding value. However, Australians have been stuck paying high prices for internet speeds of yesteryear. We wanted to take this opportunity to challenge Australians to stand up to their internet providers by making the switch to Superloop—all packaged up in a cheeky and playful approach to get their attention.”. 

“This work is yet another demonstration of the game-changing connected platform we’ve got at Publicis Groupe Australia. Leo Burnett Australia and Zenith Australia’s partnership has been critical in building exceptional and effective solutions for us at Superloop,” Colman added. 

Meanwhile, James Beswick and Rowan Foxcroft, associate creative directors at Leo Burnett Australia, shared, “Millions of people are still metaphorically stuck in ancient planking times. Clearly, what those people need is for Superloop to unshackle them from outdated internet and set them free.”

The campaign rolls out in October across major digital platforms, including OLV, YouTube, social media, and audio, with a second phase set to launch in the New Year.

Indonesia – McDonald’s Indonesia has tapped Leo Burnett Indonesia for its latest campaign, creatively reimagining iconic nail-biting movie scenes to highlight their new ‘Menu Receh’—a delicious way to get rid of loose change.

The ‘Get Rid of It’ campaign highlights McDonald’s Indonesia’s ‘Menu Receh’ (Loose Change Menu), which offers a variety of affordable small bites, drinks, desserts, burgers, and rice bowls, all starting at just Rp 5,000 (USD $0.30).

Created by Leo Burnett Indonesia, the accompanying campaign film humorously exaggerates scenes where characters are hindered by loose change, such as coins spilling and jangling, to cause distractions and suspense. 

Despite the rise of digital transactions, cash remains widely used in Indonesia, with small change often overlooked as a hassle. The advertising agency tapped into this insight, using loose change as a symbol of McDonald’s commitment to affordability—transforming a nuisance into a valuable currency to drive restaurant visits. 

Ravi Shanker, chief creative officer at Leo Burnett Indonesia, said, “As a film-loving nation, we loved the idea of replicating blockbuster scenes to show that even tiny sums of money can unlock feel-good experiences for a Gen Z audience, who don’t have much money to spare, yet ironically, don’t value their spare change.” 

Michael Hartono, marketing director at McDonald’s Indonesia, added, “Value has become crucial in today’s tough economic climate. In the digital payment age, we understand that the use of loose change has become less desirable and somewhat neglected. However, we’ve discovered a shift in the meaning of ‘loose change’ that goes beyond the transactional to refer to anything that’s affordable and fun. We used this insight to build relevance for our ‘value’ platform, as it goes beyond mere transactions at McDonald’s.” 

Seoul, South Korea – McDonald’s Korea has partnered with global advertising agency Leo Burnett Korea to create its latest campaign that shines light on the living conditions mothers and other caregivers undergo when their child is hospitalised. 

Titled ‘Mom’s Bed’, the campaign puts a spotlight on the hundreds of thousands of mothers in South Korea that live in cramped, uncomfortable conditions on tiny caregiver beds for days, weeks, months—sometimes years—on end just to take care of their hospitalised children. 

McDonald’s and Leo Burnett Korea’s ‘Mom’s Bed’ campaign film depicts this very struggle that carers face, showing just how cramped and uncomfortable caregiver beds are. 

In South Korea, most hospitals regulate that legal guardians must accompany their sick children when they are hospitalized. However, the unique caregiving culture is often taken for granted, and the struggles faced by mothers or guardians are neglected. 

Furthermore, South Korea has only one RMHC (Ronald McDonald House Charities) in Yangsan, which is approximately 388 km away from Seoul, where most children’s hospitals are situated. 

As a partner of RMHC, McDonald’s wanted to highlight the need for an RMHC House in Seoul. Each RMCH house can support families with sick children by providing them with a home away from home and a more comfortable place to stay as they look after their child. One RMHC house will have around 100 rooms, a kitchen, a play room, and a learning space to accommodate up to 100 families. 

As part of the campaign, dozens of installations appeared overnight in locations around Seoul, highlighting how the city’s ubiquitous tiny benches are no bigger than parents’ hospital beds. Further, on streets, landmarks, shopping malls, and McDonald’s restaurants, the installations compare the actual size of ‘mom’s bed’ with universal bed sizes, each inscribed with a real mother’s name, while QR codes link to genuine stories to inspire change and invite donations.

Following a massive ‘Mom’s Bed’ installation in Goyang Starfield, one of Seoul’s largest shopping malls, influencers and ambassadors also took part and shared photos of themselves, further emphasising how unacceptable and uncomfortable caregiver beds are. This movement led to record-breaking donations to make RMHC possible. 

With this support, plans for a second Ronald McDonald House in Seoul are being discussed to help more families with sick children.

Haeyeon Lee, chief marketing officer at McDonald’s Korea, said, “With ‘Mom’s Bed’, we wanted to raise awareness of the desperate need for a RMH in Seoul.”

Also speaking on the campaign, SooHee Yang, chief creative officer at Publicis Groupe Korea, shared, “Learning about the hardships faced by so many parents was an incredibly humbling experience. We hope that more parents will sleep a little easier, ready to face whatever challenges might lie ahead, as a result of this campaign.”

Taiwan – Prior to celebrating its 40th anniversary in 2024, McDonald’s Taiwan kicks off a full year of festivities with its latest campaign called ‘Simple Happiness’, in collaboration with Leo Burnett Taiwan.

Starring Taiwanese pop icon Jolin Tsai, the film by Leo Burnett Taiwan depicts moments of simple happiness across four decades, beginning in 1984, the year McDonald’s Taiwan first opened its doors.

Leaping from 1988, when McDonald’s launched its first Happy Meal, through to 2024, when McDonald’s Taiwan will celebrate its 40th anniversary, the film transitions from village streets to cityscapes in the blink of an eye using 3D animation with a timelapse effect to express the passage of time.

In a first for Taiwan, the film’s various eras were filmed entirely in a Virtual Studio in collaboration with Moonshine XR Studio using the latest 3D modelling and mapping technology. The film even uses AI to faithfully recreate McDonald’s most iconic packaging designs of yesteryear, which exist today only in people’s memories.  

Speaking on this innovation, Hsiao Ya-chuan, the film’s director, mentioned, “Simple Happiness is a leap forward for Taiwanese filmmaking. We created five distinct settings using 3D modelling and huge LED screens. Simulating natural sunlight was one of many hurdles, but after months of extensive planning and testing, our story was freed from the constraints of physical locations, giving us greater control, flexibility and creativity.”

With Jolin Tsai’s new song featured in the video, she also commented, “It has been over 20 years since I first collaborated with McDonald’s, and I’m truly honoured to be part of this 40th anniversary celebration. The narrative masterfully intertwines the journeys of growing up in various eras, and the courage that McDonald’s can instil along the way.”

Talking about the campaign, Brenda Kou, CMO, Asia business unit, McDonald’s, said, “To commemorate McDonald’s 40th anniversary in Taiwan, we loved the idea of creating a ‘happiness time machine’ campaign that revisits memorable moments of simple happiness over the past 40 years. By embracing the latest virtual production technologies, it also looks to the future, positioning McDonald’s Taiwan as an icon of food, tech and transformation.”

Meanwhile, Kevin Yang, CEO and CCO at Leo Burnett Taiwan, also added, “McDonald’s holds a special place in the hearts of Taiwanese people. When it first opened in 1984, it brought new cultural influences and immediately became a place where shared memories are created, like a good friend we’ve all grown up with. After many years of adapting global propositions to local culture, McDonald’s Taiwan is a loved and essential brand among many Taiwanese people.”

Singapore – Global marketing and communications network Publicis Groupe, Singapore Management University (SMU), and communications technology group Singtel have joined forces to organise an AI-driven storytelling workshop for students.

Using as many as five AI tools, 37 undergraduate students from SMU created engaging video stories on Singtel’s impact on digital inclusion.

The student participants were given the project brief to utilise the latest AI storytelling tools such as Runway Gen2, Meta AudioCraft, ChatGPT, ElevenLabs, Lexica, DreamStudio, and Clipdrop to come up with a compelling story focused on digital inclusion.

Given this challenge, students were exposed to the latest artificial intelligence tools and technology readily available for their use. However, it also challenged them to conceptualise and create engaging, impactful, and memorable stories and characters for various audiences and media. Furthermore, the workshop aims to provide students with the skills they’ll be able to apply to real-world client projects.

As part of the workshop, five undergraduates with the best short films were also awarded with full-time, 12-week summer internship opportunities at Singtel and Publicis Groupe, where they can put their newly acquired skills to use. Meanwhile, the top 10 selected films were showcased in a mini-festival at SMU. 

The project brief for this AI storytelling workshop was created by Leo Burnett Singapore, a part of the Publicis Groupe. This is also the second time Publicis Groupe Singapore has worked with SMU to provide students with hands-on experience with AI tools. 

Something new in this project, however, is the involvement of a real brand, which is Singtel. The jury panel for the storytelling project included Bill Ang of Singtel; Jean-François Thery, head of growth at Publicis Communications, Singapore; and Tommy Tan, head of strategy at Publicis Media, Singapore.

The workshop was part of a 13-week SMU-X course titled ‘Storytelling for Organisations and Brands’ offered at the Lee Kong Chian School of Business (LKCSB). It was led by LKCSB Professor of Communication Management Mark Chong and Laurent Thevenet, head of creative technology for APAC at Publicis Groupe.

Bill Ang, director of brand marketing at Singtel Singapore, said, “A.I. is already transforming many facets of life. At Singtel, we are leveraging this technology to ideate and co-create in ways that will enhance customer experiences and drive learning. It’s great to see the energy and creativity in the work from the SMU students. Their submissions have been incredibly inspiring and have given us much food for thought.”

Speaking about the workshop, Professor Chong also explained, “As a telecommunications leader, Singtel knows how important it is for students to take new risks and try new processes using the latest technologies. It has been an honour partnering with the largest mobile network operator in Singapore to encourage a new generation to embrace AI. and push the edge of new possibilities.”

Thevenet also added, “This collaboration with Singtel has given a new cohort of 37 SMU students an advantage in the future workplace. AI is fundamentally changing the creative process, and although human creativity is more important than ever, learning how to partner with machines to create something out of the ordinary will become an essential skill for graduates.”

Meanwhile, Thery said, “Singtel has always been at the forefront of pushing the best in technology for Singapore, so it’s been an incredible experience working with SMU students to help prepare them for the future workplace—we’re thrilled with their creations.”

Australia – Johnnie Walker, the official partner and sponsor of AFLW, has partnered with Leo Burnett Australia for its ‘Keep Walking Boldly’ campaign, which celebrates the progress made in women’s sports through the launch of a handcrafted boot collection.

In this campaign, five pairs of unique footy boots inspired by past icons of the women’s game will be gifted to current players in the AFL to inspire them to ‘Keep Walking Boldly’.

The boots represent the resilience, courage, and bravery of the women who have walked before them and tell the stories of progress that got the game to where it is today.

The boots are designed by artisan shoemaker Matea Gluščević from Naarm/Melbourne and will be gifted by Nicole Livingstone, AFL general manager of women’s football, to rising stars GWS Giants player and Olympic gold medalist Chloe Dalton, Hawthorn’s Emily Bates, Brisbane Lions’ Ally Anderson, and Collingwood’s Ashleigh Brazill at a media event at RSEA Park in Melbourne.

The four female recipients represent the next generation of female AFLW players, and it is hoped that they one day pass the boots on as the game progresses.

The campaign is also supported by a film directed by Good Oil’s Renée Mao. It documents the stories of the women’s game and features sporting icons like Debbie Lee and Erin Phillips talking about their experience growing up playing a game that was never’meant for them’.

Shot on location in Sydney and Melbourne, the film campaign uses never-before-seen archival footage, tracing the history of women’s football in Australia. 

The integrated campaign, a reinvigoration of Johnnie Walker’s ‘Keep Walking’ philosophy, will run nationally across digital, social, OOH, and influencer channels, with PR led by Leo Burnett’s Publicis Groupe stablemate Herd MSL.

Jodi McLeod, marketing manager at Johnnie Walker, said, “Keep Walking has been an incredible rallying cry for progress for more than two decades now. Johnnie Walker is committed to continuing its support of the trailblazers who push for progress every day by partnering with those who took bold strides and those who will continue striding to push Australia forward. These boots are a homage to the 150 years that it took for a women’s footy competition to be established and a celebration of the eighth AFLW season.” 

Meanwhile, Rosie Stone and Stacey Karayannis, associate creative directors at Leo Burnett, also added, “When we look at the pages of sporting history, we seem only to acknowledge the giants of the game – the top scorers, the record-breakers, the superstars. What’s rarely recognised, though, is the incredible strength and decades of determination it takes to get women’s sport onto the field in the first place. With the AFLW still in its professional infancy and with so much progress to be made, we wanted to celebrate the wins we’ve had along the way and shine a light on the women who walked the game to where it is today.”

Taipei, Taiwan – Waste management in Taiwan is known for its regular trash collection schedules, where people have to carry their trash and wait at a designated area until the garbage truck passes by their area to collect the trash. If you miss the truck, you have no choice but to take the trash back home and try again tomorrow.

However, in recent years, the country has struggled to deal with those who illegally throw their garbage on street curbs. This is despite repeated reminders to the local population on penalties for littering. With that in mind, how can the government impose these regulations?

In response, the BaoXing Council in New Taipei City has launched a campaign that merges artificial intelligence (AI) and the local belief in Taoism to deter these illegal trash dumpers–all thanks to a rather tongue-in-cheek approach to a surveillance system.

Conceptualised alongside Leo Burnett Taiwan and Digitas Taiwan, the campaign uses a combination of surveillance cameras and a 3D holographic display, which then displays a 3D model of Tudigong, God of Land. Tudigong is respected like a family elder in Taiwan, making him the perfect God, stern yet friendly, to remind people not to dump their garbage illegally. 

Kevin Yang, CEO and CCO at Leo Burnett Taiwan, explains, “Most people don’t dump with bad intentions, so creating a little holographic god was the silliest way we could think of to show BaoXing Council how creativity and technology can make our neighbourhoods better.” 

Within three months of the campaign implementation, it garnered so much attention that illegal waste dropped by 73%. They are now looking to roll out this technology to more neighbourhoods in New Taipei City in future. 

Jakarta, Indonesia – While many families spend their Ramadan together, there are also people who are unable to make it home due to school and work opportunities. As a result, many are becoming more lonely, as they miss out on the celebrations as well as a taste of home cooking.

To spread the warmth and joy of Ramadan, Heinz ABC has launched a campaign alongside Food Bank of Indonesia, Alfamart, Tokopedia, Aqua, Grab and Aladin has created #ABCDapurBersamaIbu (‘Kitchen with Mom’) – a uniquely designed open kitchen that serves meals made by the moms of Indonesia.

As part of the campaign, an ad by Leo Burnette Indonesia was also released, depicting a hard-working man unable to make home during the Ramadan due to his work as a construction worker. He is then seen falling in line at the campaign’s kitchen, and now he is able to celebrate Ramadan with some mom–cooked meal.

The ‘#ABCDapurBersamaIbu’ movement has been running since 23 March and will finish on 19 April 2023, involving more than 800 members of the moms’ community through 133 community kitchens, including 35 food stalls, to prepare and distribute 125,000 mom-made meals for Sahur and Iftar to various vulnerable groups in society.

Susanne Migchels, marketing and R&D director at Kraft Heinz Indonesia, said, “As part of the company’s global purpose ‘Let’s Make Life Delicious’, we are committed not only to providing the best delicious products but also to instilling the value of goodness in everyday life. ABC has been around for over 47 years to accompany Indonesian families with programs embodying goodness and togetherness.” 

She added, “We hope that this year’s #ABCDapurBersamaIbu movement can further remind us of the power of a mother’s kindness value and together continue the same kindness for a bigger impact.”

Meanwhile, Netra Natrajan, associate creative director at Leo Burnett Indonesia, commented, “At the heart of every Ramadhan are the meals that moms make. And it’s a universal truth that missing out on this meal is one of the things that drives that feeling of homesickness. The foundation on which this campaign was conceptualised was us thinking, ‘What if we could do just a little bit to drive away that homesickness?’ and it found a manifestation of its own in ABC Dapur Bersama Ibu.”