Commitment to innovation and inclusion reflect Leo Burnett’s legacy within the agency
Leo Burnett was a renowned North American advertiser and founder of Leo Burnett Tailor Made, an agency that still operates in the market today with a team of inspired people, especially by all the teachings and culture left by the affectionately nicknamed Seu Leo.
Creativity, innovation and a strong commitment to people are some principles that guide the agency to this day, which stands out in the market with its commitment to diversity and innovation.
Technology
Inserted within market trends and aligned with the constant evolution of the advertising industry, Leo Burnett stands out with a rich portfolio, which features a series of campaigns that delve into the universe of technology, games and Artificial Intelligence. The positive reception of these campaigns by the public illustrates Leo Burnett’s unique approach to advertising.
Leo Burnett’s campaign for Fiat Fastback is a striking example of the agency’s innovation, which combined the virtual world of the metaverse with the reality of the race track. The campaign’s main ad featured the Fiat Fastback SUV taking a leap over other vehicles, symbolizing the evolution in the SUV category. The image created an immediate connection with the idea of performance and adventure, in addition to being extended to the world of games, with the creation of a challenge on the FSociety server.
The highlight of the campaign was the choice of the three finalists, who had the opportunity to compete for a prize. The final decision on the best jump with the SUV was left in the hands of the public, who voted for their favorites. The democratic approach created a sense of participation and excitement among the brand’s fans, generating additional buzz around the Fiat Fastback.
Along with Leo Burnett, Oreo was also successful on the networks, this time on X (formerly Twitter). When clicking the “like” button on posts containing the hashtag #SOreoOreo, instead of the traditional heart icon, network users were surprised by a fun animation of an Oreo cookie being devoured.
The topic reached second position in Trending Topics, with a total of 27.6 thousand related publications. The action attracted so much attention that related posts received surprising numbers of likes, and even profiles from other countries began to adopt the hashtag in Portuguese to take advantage of the fun animation.
Still keeping an eye on the technology market, Leo Burnett and Samsung launched the S23 Island, with special events in Galaxy City, that is, on the Samsung map in partnership with Hero Base in the game Fortnite.
In charge of the communication strategy for the map and the new island on social media, the agency launched a series of content on Samsung platforms, as well as on Hero Base and Flakes channels. The goal was to attract an even larger audience of players to explore the island and discover its innovations.
Social impact
Leo Burnett maintains its commitment to promoting diversity and inclusion in its campaigns. The agency strives to not only recognize, but also celebrate the riches that diversity brings to the world of advertising.
This year, through financial support to an NGO dedicated to trans people, Trident, under the creative guidance of Leo Burnett, launched the initiative entitled “Boca Boca”. For the third year in a row, the Mondelez Brasil brand became PRIDENT, alluding to the term pride in English, pride for LGBTQIAPN+ Pride Month.
This campaign aimed to reinforce the pride and celebration of affection, love and gestures of affection, with an emphasis on the concept that love is love, a kiss is a kiss, and a mouth is a mouth.
Focused exclusively on social media platforms, the campaign encouraged active participation from followers, inviting them to celebrate the diversity and beauty of kisses.
In partnership with Fiat, Leo Burnett created “INBOXING” for influencers, with the aim of promoting the A Paixo Aquece program, the brand’s campaign that collects clothes, blankets and blankets for vulnerable people in Brazil.
The action sought to challenge the traditional practice of “received”, where influencers share products sent by different brands. Instead, they were invited to participate in “INBOXING”, a play on the name “unboxing”, but with a more humanitarian purpose.
In this process, approximately 30 influencers, including names like Babu Santana, Pepe Barbosa and Ana Ju, received a box that apparently contained common products. When opening these boxes, the influencers were faced with an empty content, containing only a letter with a special invitation to join the “A Paixo Aquece” campaign.
Another example is the You were born to change campaign, from Samsung for the Galaxy line, in which Leo Burnett told the story of four influencers: athlete Patricia Fonseca, businessman, gamer and streamer Flakes Power, and musician friends Amanda Cirilo and Cathy Moreira .
The purpose of the campaign was to highlight the power of change and emphasize how technology brings positive and innovative impacts to people’s lives.
Leo Burnett continues to stand out in the market through its commitment to advertising, rooted in values of creativity, innovation and valuing people – timeless values left by Seu Leo.
