Laura McGeough’s Blog : Creativity & Freshness

Leo Burnett

LEO Burnett Worldwide dug into its archives to screen some entertaining multimedia campaigns that proved the 30-second spot is no longer indispensable.
The Cannes presentation was hosted by Tom Bernardin, chairman/CEO; Reed Collins, executive creative director at Leo Burnett USA; and Paul Kemp-Robertson, Contagious magazine’s editorial director. They showed recent works that have been so effective, they achieved the following: Method detergent has become a $100m company; 460 million litres of foam helped make the viral campaign for Sony’s latest cameras one of the biggest in history; 330,000 LED screens were wrapped around a 15-metre Coke bottle to raise brand awareness in China; and IKEA’s catalogue is now the third most printed publication after Harry Potter and The Bible.