Asia’s Cannes Contenders – Leo Burnett

Campaign Brief Asia is asking agency networks to nominate some of their best chances at this year’s Cannes Lions. Over the next two weeks in the lead up to the Festival we will be showcasing the work we hope will impress the judges.

Chulabhorn Hospital – Hair for Hope

Leo Burnett Bangkok

This campaign was developed to help finance cancer treatments for patients at Chulabhorn Hospital. Using the work of Thai artist Imhathai Suwatthanasilp, the agency developed an exhibition where original hair sculptures, made out of the lost hair from chemotherapy treatments, were sold and the proceeds went to finance further cancer treatments.

Canon  – Photo Fighters

Leo Burnett Bangkok

Following the 2011 Thailand Floods, rather than just donating money for the recovery efforts, Canon wanted to help shift people’s perception of what the floods meant to the country, by gathering sand bags from flooded areas to commemorate the fighting spirit of the Thai people with a series of sand posters. Each sand poster was crafted to resemble iconic images of people fighting the flood, to remind Thai people of the fighting spirit that helped them to endure and survive the worst flooding in half a century. 250 sand bags were used to create a series of sand billboards that helped rebuild the fighting spirit of over 200,000 people who attended the 6 days event.

Bajaj Fans – Fish, Socks, Cigarette, Eggs

Leo Burnett Mumbai

This print campaign was crafted by Leo Burnett Mumbai. With its exquisite craftsmanship and clear idea behind each of these images, it may come as a surprise to many that photoshop was not used to construct these pictures. None of these images were computer-generated, but were actually production sets that were constructed by hand.

McDonald’s – Van

Leo Burnett Mumbai

This McDonald’s commercial promoting the Happy Price Menu in India was created by Leo Burnett Mumbai.  Titled ‘Van’, this is one of the three spots created for the campaign which was based on the core idea that happiness shouldn’t cost a world. In this spot, the bus driver realizes that he is more than just a driver to a bunch of school kids he has been ferrying.

AR Drone Parrot – The Flying Banner

Beacon/Leo Burnett Tokyo

The AR Drone is the world’s first 4 prop radio controlled helicopter piloted by a smartphone. We had one simple challenge – get consumers to understand this unreal innovation.Rather than explain how this product works, we wanted as many people as possible to have this new type of flying experience. So we developed a banner ad which lets consumers virtually experience what it feels like to “maneuver a drone with a smartphone”.

Symantec  Norton – Writer’s Story, She Said Daddy, Boy In Love

Beacon/Leo Burnett Tokyo

This is a Symantec Norton’s campaign in Japan encouraging people to protect their digital assets. The three films carry the same message of “It takes just a second to lose everything. Protect the the things that matter”, depict three different scenarios of a father, a young man and a young writer who paid high prices for not protecting their digital assets.

Hemaviton Stamina Plus – Mom, Teen, Worker

Leo Burnett Indonesia

This award-winning radio campaign from Indonesia features rapid-fire voiceovers documenting just how much energy is needed for a mum, a teenager and an office worker to get through their daily grind. The litany of activities concludes with a plug for Hemaviton Stamina, an energy supplement.

Ceylon Newspaper Mawbima – Paper Flag

Leo Burnett Sri Lanka

A media innovation by LB Sri Lanka for a National News paper, Mawbima. This was done on the Independence Day to raise awareness about the paper among the working class society.