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Maggie Shepherd

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Emily Doskow

Chief Marketing Officer

emily.doskow@leoburnett.com

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Global

Globetrotting: January 2016

Campaigns From Dubai, India and Brazil’s Tailor Made

Each month, Globetrotting highlights pieces of work from around the Leo Burnet global network. Check out our January selections, below.


Leo Burnett Dubai
#BigMacWalk
McDonald’s

There is no lazy day for FC Barcelona star Neymar Jr. A seemingly relaxing day at the pool is a great opportunity for shooting practice, even if a frog is defending the net.

The McDonald’s ad encourages people to celebrate anything. “This is your moment,” says the campaign blurb. “When you celebrate, you walk with style.”

The ad by Leo Burnett Dubai offers the chance to win an all-paid trip to meet the Neymar in Spain.


Leo Burnett India
Social Burger
McDonald’s

Elsewhere, McDonald’s launched a new cheeseburger with the goal to make it more than just an additional menu option. It aimed to combat the hurriedness that people experience when eating, well, fast food. The new Maharaja Mac was dubbed the “Social Burger.”

The campaign’s ads feature different scenarios of social interactions, all thanks to the shared meal. “The build of the burger is such that it takes more time to finish [eating],” says Kedar Teny, director, marketing & digital, McDonald’s India – West and South.


Leo Burnett Tailor Made
Missing Captcha
Mothers of Sé

Our office in São Paulo, Brazil, found an opening for social purpose in a task that bothers many: unscrambling words and numbers to pass through an internet security checkpoint.

The campaign replaced the meaningless words with names and dates of missing persons, along with a photo of the individual. A button to provide more information for the missing person is available underneath the box.

“Missing Captcha” aims to increase awareness of the individuals in hopes of creative a positive impact.