Leo Burnett Wins Grand Prix at 2024 Jay Chiat Awards

Each year, the 4A’s recognizes the best strategic thinking in marketing at the Jay Chiat Awards, a show dedicated to celebrating strategy. Named for renowned strategic planner Jay Chiat, the awards honor the magic of strategy and the strategists behind some of the most memorable and impactful campaigns of the past year.  

This week, Leo Burnett was awarded Grand Prix for “Subtitles,” a campaign created for Visionworks to jolt people out of apathy surrounding proactive eye health and encouraging people to get their vision tested. The Grand Prix prize is awarded to one entry that is deemed by the executive judging panel to be the best of all papers submitted across all categories. 

“Subtitles” features two first-of-their-kind cinematic spots presented as foreign-language film trailers coupled with compelling storylines and shrinking subtitles, ultimately testing viewer’s vision, and ending with a QR code to drive viewers to schedule an eye exam at their local Visionworks office. In addition to the Grand Prix award, the campaign also earned Gold for National Strategy and Bronze for Healthcare Strategy.  

“Recognition for a campaign is always a welcome outcome, but for us, this win feels extra special because it’s an award that celebrates the strategy behind the work,” says Samantha Cescau, Head of Strategy. “We believe that a strategy is only as good as the work it inspires, and this campaign is a true representation of the partnership between strategy and creative.” 

Leo Burnett also won Silver in the National Strategy Category for “Winning A Heated Debate with Ice” for Dunkin. Learn more about the show and see all the winners here.