Turning sound waves into cups using 3D printing
How do you 3D print a radio ad? Leo Burnett Melbourne has answered that question by getting experimental for Slurpee, the frozen drinks company (essentially the Australian “Slush Puppy”). The unique activation is part of Slurpee's “BYO Cup Day,” on which fans can bring in any item they want to participating stores to use as a makeshift Slurpee cup. To announce the event this year, Slurpee and Leo Burnett Melbourne set out to create cups out of the seemingly impossible: sound. Leo Burnett ECD Jason Williams said: “Slurpee BYO Cup Day is now an event where fans are the creators and they prove their ingenuity every year. Sound Cup is just another way to stimulate their imaginations and inspire cup creativity.”
Leo Burnett Melbourne used 3D printing to transform sound waves into Slurpee cups for this year's BYO Cup Day
The process began with recording three radio ads for this year’s BYO Cup Day, each with a voice-over and distinct soundscape in the background: a Viking opera, a football stadium full of cheering fans, and the mating calls of two whales. Using a suite of digital 3D modelling tools, the sound waves from the radio ads were vectorised to create the shapes of the cups. The voice-over determined the circumference of the cups’ rims, while the peaks and troughs of the sound effects created each cup’s unique height and body shape, before all the sound waves were meshed together. Fans could download the 3D file and print a Sound Cup themselves, or win one on Slurpee’s Facebook page.
Claiming an Agency of the Year awards in Buenos Aires
Leo Burnett agency LAPIZ was named best US agency at El Ojo de Iberoamérica in Buenos Aires. The agency won six awards overall for Allstate “#SendBadLuck” and Mexico Tourism Board “Snow Graffiti.” The wins follow the agency’s strong performance at the London International Awards on November 9, including gold for “Snow Graffiti,” silver for Purina “Beep” and bronze of Allstate “ATM.” Earlier this year, LAPIZ was named best U.S. agency at FIAP, most awarded network at the U.S. Idea Awards and a record of three Lions at Cannes for the agency. LAPIZ also won awards at the Clios and Kinsale Shark Awards. “#SendBadLuck” won two silver awards and a bronze. “Snow Graffiti” won a silver and two bronze awards. An additional 14 additional LAPIZ campaign were finalists at El Ojo.
LAPIZ was named best US agency at El Ojo de Iberoamérica in Buenos Aires
LAPIZ EVP managing director Gustavo Razzetti said: “We feel very proud that we are getting recognition for work with integrated platforms. We’ve been innovative in the way we use digital and social media to drive user participation and business results.” LAPIZ Group creative director Ia Murad added: “Both campaigns had crossover impact on mainstream and global audiences. We tapped into cultural insights with broad appeal across audience segments and geographic landscapes to form engaging, participatory content.”
Exploring fresh perspectives for Canon
Last week, Canon Australia and Leo Burnett successfully launched the first video, titled “Decoy: A portrait session with a twist”, from its latest marketing campaign and content series; “The Lab.” The online ad plays on the idea of perspective, giving it multiple meanings. At the beginning of the session, the photographers are told differing stories on their subject’s background. So while one thinks the subject, Michael, is a self-made millionaire, another thinks he’s a recovering alcoholic, and another thinks he’s a fisherman. As you may have guessed, each photographer created a drastically different portrait of Michael. When they examine their work, the idea behind the exercise is also revealed, which one photographer notes makes sense since the photos the other photographers took didn’t seem to match the character he was told he was meant to capture.
Canon Australia and Leo Burnett have launched the first video from Canon’s latest marketing campaign and content series; “The Lab”
The ad marks just the beginning of the ambitious campaign, and is the first in a series of six such experiments which will roll out over the next month, with the stated goal (and tagline) of “Shifting creative thinking behind the lens.” If the initial effort is any indication, the series will see the brand pursuing a branded film direction that feels like its addressing photography subjects, and Canon can only hope that the rest of the series catches on the way “Decoy” already seems to have. The ad has exceeded two million views on YouTube since being uploaded a week ago.
Winning the Sterlite Technologies account in India
Sterlite Technologies, a provider of solutions for high speed data and power transmission networks, has chosen Leo Burnett India as its creative agency of record. This move is in line with its ambition to keep with the changing market landscape and opportunities in its field of operation, informed an agency statement. Leo Burnett bagged the project following a multi-agency pitch.
Sterlite Technologies has chosen Leo Burnett India as its creative agency of record
Saurabh Varma, CEO of Leo Burnett India, said: “We are witnessing a tremendous change on a global and socioeconomic landscape, thanks to the evolution of Internet and a greater degree of connectivity. The services provided by Sterlite are at the very core of this spurt, impacting positively at micro and macro levels. It is very exciting to partner a company that is playing a key role in the changing dynamics of technology in our lives. We hope our rich experience in this field will eventually prove to be of great value to the organisation.”
Adding major firepower to its creative department in Sydney
Leo Burnett Sydney has added some serious firepower to its creative department, announcing five new senior appointments this week. Adding further depth to the agency's creative resources are highly-awarded creative directors Malcolm Caldwell, Ian Broekhuizen and Mel Du Toit, and creative group heads Nigel Clark and Adrian Ely. Between them, the five creatives have worked on major brands across multiple industries and continents and have been recognised at the highest levels for their creative achievements, accumulating hundreds of local and global award wins.
Leo Burnett Sydney announced five new senior appointments this week
Says Vince Lagana, joint ECD at Leo Burnett Sydney, said: “Grant McAloon and I have spent a long time looking for new talent and we're thrilled to have five of the best minds joining our ranks. They join at an exciting time for the agency and we can't wait to see what their combined talents will deliver for our clients.”
