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Leo Burnett

McDonald’s Has 18 Months to Rebrand…or Else

mcdonalds

A report from Bloomberg’s BusinessWeek tells us that McDonald’s is “setting aside the next 18 months as a period not only to develop the normal lineup of new menu items but also to rebrand itself”. The goal is to change its image from cheap, fast food to something approaching fine(r) dining.

On its last earnings call, McDonald’s CEO Don Thompson said the goal of this soul searching is for the Golden Arches to become “a more trusted and respected brand.”

The implications for current partners DDB and Leo Burnett are less clear.

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Leo Burnett London Warns World Cup Fans Not to Drive Drunk

The World Cup has been over for nearly twenty-four hours, but, knowing a tiny bit about sports, we’d guess that many in Germany, Brazil and Argentina are still celebrating/consoling themselves with the appropriate spirits.

On that note, the creative team at Leo Burnett London wants to remind footie fans around the world that driving under the influence is never an appropriate response–no matter whose team won or what the final score happened to be.

While the spot for road safety charity client Brake is, of course, very of-the-minute, its message is timeless: most cases of drunk driving have absolutely nothing to do with any given sporting event.

Also: fans will never forget that spray foam.

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Leo Burnett, Always Redefine ‘Like a Girl’

In case you missed it, “The Queen of Versailles” was one of the better documentaries released in recent years. Today its director Lauren Greenfield teamed up with Leo Burnett Chicago, Toronto and London (along with help from fellow Publicis shops Starcom MediaVest and MSL Group on PR) to launch a campaign addressing an age-old question: what does the phrase “like a girl” really mean? And why do we still use it?

The agencies involved frame the campaign as a “new social experiment” beginning with a survey that reported some unsurprising findings:

  • A majority of girls see a drop in confidence around puberty
  • Most think of “like a girl” as a general insult, particularly at that age

There’s a social media/UGC component to the campaign, too: the brand will use its various platforms to encourage young female followers to “join the movement and share what they proudly do #LikeAGirl” via pics and videos.

Unlike “Ban Bossy” and various anti-bullying efforts, this one doesn’t purport to have a specific goal; we take it as evidence that businesses and their agencies are learning. The message is nothing if not on-brand, and this documentary-style spot is more intimate and convincing for not involving Beyonce.

Leo Burnett Satisfies Craving with ‘Hunter Gatherer’ for McDonald’s

Leo Burnett has unveiled the latest in their “Favorites” campaign for McDonald’s UK with a new spot entitled “Hunter Gatherer.”

“Hunter Gatherer” — which will appear in a 60-second version online (above) and a 40-second broadcast version — follows a man as he attempts to satisfy his pregnant partner’s food craving while their city is shutting down. He goes to several groceries and convenience stores, all of which are closed, just shutting down for the night, or don’t have what he’s looking for. Finally, the man spots a 24-hour McDonald’s. He returns, McDonald’s bag in hand, to his skeptical partner. When she opens the box, however, it’s filled with the pickles she’s craving. It’s a cute concept, and highlights McDonald’s’ “Hey, we never close” selling point in an imaginative way. (Although it does also raise the question: Can you really go to McDonald’s and order nothing but a box of pickles?) Stick around for credits after the jump. Read more

Layoffs at Leo Burnett Chicago

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We’ve just confirmed, as per your tips, that a round of layoffs took place at Leo Burnett Chicago this week.

A spokesperson tells us that the agency had to let “less than 10 of our friends and colleagues” go in a one-time staffing shift; no details as to who was affected, though some creatives have lost their jobs. You may recall that this move follows a larger series of layoffs in February.

Again, we have no official word on the who or the why. In other recent Leo Burnett news, the Chicago-based McDonald’s account changed hands as the agency continued to produce work for clients like Coors Light Canada.

Leo Burnett Toronto ‘Say Yes to Yes’ for Coors Light

Leo Burnett Toronto has a new campaign for Coors Light, called “Say Yes to Yes,” which doesn’t put up much of a front about promoting “drinking responsibly.” Instead, they’re promoting the kind of drinking that leads to pantlessness, “going to bed not in your bed,” and “winning donkeys named Richard.” Coors Light can’t promise you all these things will happen, but they can promise “Saying yes to adventure” (in this case, “adventure” means “watery light beer”) will lead to better stories.

All these “not promises” are delivered from an unexpected, and pretty ridiculous source. Clearly, the target of the campaign is the barely above drinking age crowd, who can still be swayed into thinking Coors Light is the perfect thing a night of drunken debauchery. In addition to the 60-second version above, Coors Light will air a 30-second broadcast version, which will run until the end of the summer. Stick around for credits after the jump. Read more

Local Chicago McDonald’s Owners Hire Cossette as New Agency

Cossette logo20103The McDonald’s Owner/Operators of Chicagoland and Northwest Indiana have dropped Leo Burnett and named Toronto-based agency Cosette as their new local advertising agency, reports the Chicago Tribune.

The move, which was announced yesterday, shifts the marketing for almost 500 mid-west McDonald’s away from Leo Burnett, who have represented the McDonald’s Owner/Operators of Chicagoland and Northwest Indiana since the mid-80s.

“We’re thrilled to welcome Cossette and their fresh creative ideas to MOCNI,” said Ed Schmitt Jr., MOCNI co-op president. “They have a clear passion for our business, and a proven track record with our counterparts in Canada.”

Cossette is already McDonald’s lead creative agency in Canada, where they handle national brand and regional owner/operator business. This appointment marks their first U.S. assignment, and the agency will be opening up a Chicago office to handle the new business. The new office will be headed by Alyssa Huggins, a veteran of Cossette’s McDonald’s Canada business in Toronto, and staffed by around 20 people, including both Cossette Canadian team members and local Chicago talent.

Leo Burnett Chicago Explores Studio of Thomas Bloch

Leo Burnett Chicago and music company Sizzer Amsterdam have released a behind-the-scenes documentary on the unusual, ethereal music Thomas Bloch provided for the agency’s recent Re/Max ad, “Dream With Your Eyes Open.”

To create his music Bloch relies on a series of unorthodox instruments, including the glass harmonica, christal baschet, and ondes martenot (most notably played by Johnny Greenwood of Radiohead). Bloch has worked as a musician, composer and producer with artists like Daft Punk, Gorillaz, and Tom Waits. In the mini-documentary Leo Burnett explores Bloch’s studio as Bloch explains the “infinite possibilities” of his instruments. Bloch’s music really brought the surreal “Dream With Your Eyes Open” spot together and the folks at Leo Burnett were clearly fascinated by the collaboration with Bloch and wanted to explore his world further.

“We wanted to create cinematic music with a contemporary, artful feel that would guide the emotional transitions between the gorgeous dream sequence, nightmarish crescendo and ultimately bring the resolution to reality,” said Chris Clark, senior music producer at Leo Burnett.

Stick around for credits and the Re/Max “Dream With Your Eyes Open” spot after the jump. Read more

Leo Burnett Cuts Some Staff

leoburnett1287069279There’s not a whole lot to go on here, but to address the numerous tips we’ve received over the past 36 hours, yes, it’s been confirmed that Leo Burnett has had to make some cuts. From what we’ve told, the agency has had to let go of “less than 2 percent of its US staff” today, which the Leo camp says accounts for “less than 40 people.” There’s no further comment from Leo Burnett as of yet including reasons for the reduction, but we’ll let you know if we hear more.

Leo Burnett Chicago Decorates for Allstate

Allstate Home Decorator

Leo Burnett Chicago (and, we hear, New Zealand digital shop Resn) have created the Holiday Home Decorator for Allstate.

The site lets you enter your home address or use a standard house, and then decorate with a number of items including lights, candles, trees and presents. You can also control the intensity of the snowfall. Depending on your actions, you will be interrupted by a different kind of mayhem, which acts as an extension of a readily recognizable Allstate campaign. If you put up a bunch of lights, for example, you’ll probably get faulty wiring that causes the house to catch on fire. It’s a fun little diversion, and probably the only holiday site that will let you burn your house down. What’s not to like?

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