Globetrotting: March 2016
Campaigns from China, Taipei, Johannesburg and London.
Each month, Globetrotting highlights pieces of work from around the Leo Burnet global network. Check out our March selections, below.
To celebrate Chinese New Year, hundreds of millions of Chinese travel to their hometowns for family reunions. Among many traditions that involve sumptuous feasting and firecrackers, the eve of Chinese New Year is also when the family partakes in a “reunion dinner” and together, they watch the CCTV (China’s national broadcaster) Spring Gala.
Leo Burnett China won the pitch in November 2015 to create a participation campaign for CCTV’s Spring Gala. A call-to-action was released in December inviting people to submit one-minute videos of them musing on the Lunar New Year for the chance to be featured in a series of videos broadcasted to all of China during the event.
The videos were ultimately compiled under different themes to capture the different moods, happenings and significance of the New Year:
Leo Burnett Taiwan
This ad from McCafe in Taiwan went viral when it touched on an issue that is still sensitive in many conservative parts of Asia.
“The ad from Leo Burnett Taiwan is a bold statement of inclusion from a major marketer in Asia,” Creativity wrote. Within a few days, the video received 1.1 million YouTube views and 3.5 million likes on Facebook, sparking widespread discussion on acceptance.
Owen Kessel Leo Burnett
This inspiring video for Dimension Data, a global company specializing in information technology services, sees children fearlessly imagining and believing in their abilities to realize their aspirations and to make a positive difference – as a superhero, firefighter, scientist, astronaut, president – to invent, discover, and unite the world.
Dimension Data’s message is simple: “If you believe you can do anything, we’re here to help you do it.”
Leo Burnett London
Homebase’s latest spot shines a new perspective on the little things that make a home a home. It takes a deeper look at how the environment influences the individuals and the family unit. Room by room, we are shown how a can of paint gives a girl pride in her identity, a breakfast bar encourages conversation between mother and son, and plants in a garden to help one get through life’s stresses.