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Toronto

Canada

Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
Canada

http://www.leoburnett.ca
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

margaret.arnold@leoburnett.ca

EVP David Kennedy

COO & GM

david.kennedy@leoburnett.ca

Lisa Morch

VP, Director of Knowledge Mgmt

lisa.morch@leoburnett.ca

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Bogota

The Book That Changed A Country

Leo Burnett Bogota's recent integrated campaign for the tourism board and Club Colombia (one of Colombia's most iconic beer brands) took "Mean Tweets" to a whole new level.

The agency created a beautifully designed book using real (and really negative) tweets about Colombia that had been penned by their own citizens. The book, entitled "Colombia Is What You Say It Is," was distributed to influential cultural figures across the nation. Its message resonated instantly, striking a chord with patriots both new and old.

The provocative content was seen and heard through social media, traditional media and beyond, igniting those passionate about changing the conversation to participate in the second wave of the campaign: creating another crowd-sourced book called "The Best of Colombia."

Watch above to get a full look at this inspiring campaign.