design thinking - leo burnette

8/16/2019 Design Thinking - Leo Burnette

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THE ADVERTISING KNIGHT


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Leo Burnett : The AdvertisingKnight

Leo Burnett Company, Inc., otherwise known as LeoBurnett Worldwide, In!, is an A"erian #lo$all%ati&e ad&ertisin# o"'an%, (ounded in )*+in -hia#o $% Leo Burnett! It is one o( the lar#esta#en% networks with .uite a (ew stars in its 'ort(oliolike #i&in# li(e to the /arl$oro "an !

10 pillars o !usiness design

"rototyping :

Leo Burnett 'rotot%'ed Greenhouse ! Greenhouse was'ur'ose0$uilt (or a world that de"ands "ore ontentthat is (ast and e1ient while not tradin# o2 reati&e.ualit%! 3It4s "ore than our &ision5 it4s an u'0and0runnin# o'eration that, to date, has alread% reatedhundreds o( 'iees o( work that are hel'in# dri&e$usiness results (or our lients!6 sa%s leo Burnett!

Greenhouse will s'eiali7e in (ast, ni"$le ontentreation that is stron# in one't and reati&it%! It will"eet the de"and o( alwa%s0on, (resh ontent'rodution aross a $rand4s di#ital hannels suh as8ae$ook, Insta#ra", Twitter and "o$ile ad units, that(all outside the traditional so'e o( 'rodutiono"'anies! The a#en% will ontinue to work with'rodution 'artners on $roadast0.ualit% TV and di#ital

9l" su''orted $% lar#er "edia $u%s! Leo Burnett haso2ered Greenhouse 'ro:ets (or lients (or the last );


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"onths! The Greenhouse tea" is sta2ed with "orethan +< e"'lo%ees, and inludes s'eialists and'roduers who an .uikl% 'lan, shoot and edit .ualit%ontent aross 'rodution disi'lines! The #rou' workslosel% with reati&e tea"s to $etter "aintain theinte#rit% o( Leo Burnett4s reati&e ideas and strea"linethe work=ow, inreasin# ontent4s s'eed to "arket!Greenhouse4s .uik turnaround ti"e allows the a#en%to reate reati&e ontent and, in "an% ases, turnaround ontent in the sa"e da%! Greenhouse alread%works on 'ro:ets (or )> Leo Burnett and Ar lient$rands, inludin#? Alon -lean -are, Allstate,-o""onwealth Edison, 8irestone, 8i(th Third Bank,Kello##4s Rie Kris'ies and E##o, Kra(t @ELL0 andhiladel'hia -rea" -heese, /Donald4s, /iller0-oors,Nintendo, CG Alwa%s and Swash, 97er Neiu" andSa"sun# Gala% S> Ed#e!

Creativity :

Campaign? 3Kin#s and ueens o( the -ourt6Good thin#s take ti"e! 8or Leo Burnett, it took al"osttwo %ears $e(ore its idea to s.uee7e ),


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not intended! The%o&ered the S o'en withthis a"'ai#n ! E&er%oneon the tea" 'ithed in todesi#n the #rids, lu# $a#sand li"$ ladders to 'laethe $alls in the (enes! Theidea was to ins'ire 'eo'leto 'la% tennis durin# the !S! tourna"ent and, o( ourse, to wath the #a"es on TSN, whih "an% did,with the hannel re'ortin# a &iewershi' :u"' o( JFan inrease o( "ore than two "illion o"'ared to the're&ious %ear!

Campaign? 3TDThanksMou6 The idea to reate an 3Auto"ated Thankin# /ahine,6where the $rand #a&e awa% sur'rise #i(ts to lon#0standin# usto"ers, a"e a(ter the a#en% tea"looked at 3$ankin# on&entions,6 sa%s Budd, e&entuall%

landin# at the u$i.uitous $ank "ahine that tends toha&e a &er% stati role in the $ankin# e'eriene! Theturnaround was (ast and e'etations were hi#h,$rin#in# "ulti'le a#en% 'artners inludin# Dia"ond/arketin#O to#ether to 'ull o2 so"ethin# s'eial! The&ideo traked nearl% + "illion &iews!

#uman centric approach:Leo Burnett$s ta%e on human&centric approach :

The work o( an ad&ertisin# a#en% is war"l% andi""ediatel% hu"an! It deals with hu"an needs, wants,drea"s and ho'es! Its P'rodutP annot $e turned outon an asse"$l% line! This is the ore $elie( o( what weall


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Campaign? 3Hu"ans (or Hu"ans6

I( the tea" at Leo Burnett hadn4t taken the ti"e to

"eet the 'eo'le who Raisin# the Roo( hel' on a dail%$asis, the% "i#ht not ha&e o"e u' with the idea (or3Hu"ans (or Hu"ans!6The a"'ai#n enoura#ed3'eo'le to at as hu"ans and hel' other hu"ans inneed,6 reatin# < &ideos that showed ho"eless'eo'le readin# and reatin# to "ean tweets Fa soialtrend initiated $% @i""% Ki""el! The &ideos eahreei&ed thousands o( &iews, while the "ain a"'ai#n

&ideo, (eaturin# sni''ets o( ho"eless 'eo'le readin#the tweets, traked nearl%)!J "illion &iews!

'ultisensory& Approach :

Leo Burnett dis'la%ed its "ultisensor% a''roah whenthe world09rst li&e strea"in# &irtual realit% FVR $irthusin# Sa"sun# Gear VRQ has let an Australian (athere'eriene a li(e0de9nin# "o"ent he otherwise wouldha&e "issed? the $irth o( his son! Althou#h in

-hinhilla, a re"ote ueensland town, Sa"sun#4s GearVR headset allowed @ason F@ae Larke to e'erienethe $irth in real ti"e, as i( he was standin# in the erthdeli&er% roo" J,


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a"'ai#n was de&elo'ed $% Sa"sun# EletronisAustralia with its reati&e a#en%, Leo Burnett S%dne%!

#olistic approach:

/Donald4s London


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a$out /Donald4s 0 inlusi&it%, de"ora%, #enerosit%o( s'irit 0 and show how these &alues were shared withLondon


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The 8ake Hair on -heekers4! And soon a(ter sain Boltwon the )


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the i"'at o( onussion! 8ailitated $% Sa"sun#, the $rainBAND ro:ethi#hli#hts how tehnolo#% an $e used at the ore o(in&esti#atin# soietal 'ro$le"s suh as onussion 0 anissue that an a2et all s'orts odes and le&els! Sa%s hili' Newton, or'orate &ie 'resident and hie("arketin# o1er, Sa"sun#? At Sa"sun#, we ha&e astron# $elie( in 'ushin# the $oundaries o( tehnolo#%and hallen#in# the urrent 'ere'tion o( what is'ossi$le throu#h inno&ation! Sa"sun#Ps Launhin#eo'le 'ro#ra" has allowed us to do this, leadin# tohi#hl% suess(ul a"'ai#ns around the world, suh aslast %earPs Li(eLIVE &irtual realit% ontent 'iee! With the launh o( the $rainBAND ro:et we areetre"el% 'roud to ha&e hel'ed (ailitate the work o(Dr! Alan eare and Braden Wilson to reate tehnolo#%to aid researh into onussion in s'ort! How it works A s'eiall% desi#ned head$and houses sensors at the$ak o( the head that "easure the (ore o( an i"'at!

This in(or"ation is then rela%ed &ia an a'' to "edis,re(erees and oahes, all in real ti"e throu#h the use o( Sa"sun# de&ies! A series o( LED li#hts e"$edded in the head$andindiate the se&erit% o( a hit? %ellow, oran#e and red (orhi#h alert, "eanin# a 'la%er should $e taken o2 the9eld! All i"'at data is reorded and lo##ed so that, o&er

ti"e, 'la%ers ha&e a o"'lete 'iture o( the (orestheir $rain has $een 'ut under!


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(isual aid : Leo Burnett has launhed a $rand new a"'ai#n (or

Li"a in a $id to esta$lish the drink as the ulti"ate

thirst .uenher and #ain "arket share in India4s hi#hl%

o"'etiti&e so(t drink "arket! The a"'ai#n will also

hel' the $rand stren#then its 'o'ular Li"e N Le"oni4

redential!

The hu"our $ased a"'ai#n looks at a senario where

the $o%4s (a"il% has o"e to see the #irl! The 9l"

:uta'oses the "other4s &oie ra&in# a$out dishes

ooked $% her dau#hter with the shots o( her son

runnin# around to $u% the sa"e (ro" the "arket! His

:ourne% (ro" one sho' to another and $ak ho"e #i&es

rise to an etre"e thirst that an onl% $e .uenhed $%

Li"a! The kind o( thirst whih the $rand takes

ownershi' o( $% allin# it the Li"a Wali %aas4!

Leo Burnett India hie( reati&e o1er Ra:Dee'ak Das

said, 3Li"a has alwa%s $een 'art o( India4s .uirks and

traditions! With this a"'ai#n, we wanted to "aintain

that and take the o""uniation to another le&el! Thea"'ai#n 0 Bhaa# Bittoo Bhaa# 0 is s'eial $eause it

talks a$out the $rand 'ro"ise o( .uenhin# thirst4 $%

usin# a stron# loal insi#ht we all an relate to $ein#

Indians! In a situation o( etre"e 'h%sial stress and

ha&in# to run (ro" one 'lae to the other in searh (or

(ood, the 'rota#onist 9nds his answer to thirst in Li"a!

The whole narrati&e is .uirk%, hu"ourous and insanel%


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Indian!The "ain reason that "ade this a"'ai#n a hit

was the &idual aid !The &ideo "ade (ull :ustie to the

e'ressions o( the $o% FBittoo an his (a"il%, 'oo'in# o(

the $ottle a' , the 977 that a"e out while the $ottleo'ened and the .uenhin# thirst ! This is :ust one

ea"'le o( the wa% leo $urnett uses &idual aids! other

ea"'es are usin# $ill$ards, "asots , et!

Aesthetics:

It is so"ethin# that Leo Burnett uses in all o( its'ro:ets ! The ad&ertise"ent worlds (eels the need o( the reations to $e Aesthetiall% $eauti(ul or at leastdi2erent !Leo Burnett "akes use o( &i$rant olours ,

"otion 'itures and li&e "odals to "ake the $est out o( their a"'ai#ns!

A!ductive thin%ing :

Leo Burnett uses a$duti&e thinkin# to 9nd thesi"'lest and "ost likel% e'lanation (or 'ro$le"s thatour and this hel's the" to 9nd solutions e2eti&el% A'ro$le" that the% tried to sol&e usin# a$duti&ethinkin# was the tension $etween India and akistan!The% (ound out the "ain 'ro$le" was that there no'ro'er interation $etween the 'eo'le o( the ountriesand hene the% did not understand eah other !


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To reate har"on% $etween the iti7ens o( traditionall%

(eudin# ountries India and akistan, Leo BurnettPs

-hia#o and S%dne% o1es reated S"all World

/ahines, a "ultinational interati&e &endin# "ahinee'eriene, as 'art o( -oa0-olaPs 'en Ha''iness

a"'ai#n!sin# the unitin# $rand o( -oke, Leo Burnett

de&elo'ed the "ahines to i#nite o""uniation and

healin# $etween the two ountries!The idea was

si"'le! The eeution, on the other hand, was a little

"ore o"'le! S"all World /ahines 'ro&ided a li&e

o""uniations 'ortal throu#h two -oa0-ola &endin#"ahines5 one 'laed in India, the other in akistan!

When a usto"er a''roahed the &endin# "ahine, a

sreen would a''ear showin# another usto"er (ro"

the o''osin# ountr%!And this is where it started to #et

interestin#!In order (or either -oa0-oa seeker to

reei&e a (ree so(t drink, the% were re.uired to work

to#ether on si"'le $ut "eanin#(ul tasks! Thousands o( Indians and akistanis lined u' to 'artii'ate in the

international &ideohat 0 wa&in#, touhin# hands,

drawin# 'eae si#ns and danin# (or a hane at a

(riendl% understandin# o( one another!

In)uisitive Thin%ing :Leo Burnett uses in.uisiti&e thinkin# in all its 'ro:ets !

The% ha&e s'eialised tea"s that handle di2erentaounts! these tea"s work as a 'art o( the o"'an%the% are workin# with and e"$rae the &ision and"ission o( the o"'an% $u% $ein# in.uisiti&e a$out theo"'anies needs and then de&elo's the a"'ai#ns so

that the a"'ai#n is tailor "ade !


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Campaign : Li%e a girl

When did the 'hrase like a #irl4 $eo"e so ne#ati&e is

what the 'eo'le at Leo $runette asked the"sel&es !

/ore than hal( o( #irls lose on9dene durin# 'u$ert%

and a ontri$utin# (ator to that dro' are soietal 'ut0

downs $ased solel% on #ender! nl% )* 'erent o(

wo"en ha&e a 'ositi&e assoiation with the e'ression

like a #irl,4 and CG Alwa%s, Leo Burnett -hia#o,

London and Toronto, with the hel' o( (a"ous (e"ale

dou"entarian Lauren Green9eld ha&e desi#ned astirrin# rall% r% to re&erse this onnotation and

ha"'ion #irls4 on9dene in a new e"'owerin#

a"'ai#n?LikeAGirl!

The LikeAGirl soial e'eri"ent reruited real wo"en,

"en, $o%s and 're0'u$esent #irls and asked the" to

show what it 'h%siall% "eant to run like a #irl, throwlike a #irl and do other si"ilar ations! The results were

inredi$le! The %oun#, 're0'u$esent #irls 'er(or"ed

these ations on9dentl% and 'roudl%, while older

wo"en and "en 'er(or"ed these ations in a sel(

de'reatin# and (ri&olous "anner!

It $ea"e lear that at a ertain 'oint in li(e, wo"en

$e#in to internali7e the ne#ati&e onnotations that

o"es (ro" doin# thin#s like a #irl4! This &ideo is an

e2ort to rall% 'eo'le to hel' han#e what it "eans to

do so"ethin# LikeAGirl to "ean $ein# stron#,

on9dent and downri#ht a"a7in#!
http://www.always.com/en-us/likeagirl.aspxhttp://www.always.com/en-us/likeagirl.aspx

design thinking - leo burnette

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