2012 Winners & Shortlists

Brief Explanation

The CEO’s annual review is the only ‘face time’ Leo Burnett enjoys with him in the entire year. The opportunity existed, therefore, not just to present a summary of the last year’s activities, but to commit to a standard of excellence in the coming year.

The Brief

We were asked to develop a direct communications platform that channelled our telecommunications insights into a measurable blueprint for tone and content for the du brand. This was to be given to the CEO of du during his annual review of our work and our relationship as a whole.

How the final design was conceived

Each insight we wanted to impart had to be guided by du’s brand slogan; ‘add life to life’. We felt there would be an inherent value in a book, a keepsake that the CEO would like to keep on his bookshelf. We also decided to ask each and every person in the review meeting, both from du and Leo Burnett, to sign the last page of the book. This would create a pact or commitment to honour the insights in our work over the next year.

Indication of how successful the outcome was in the market

From the moment the CEO raised the book over his head and delightedly claimed that ‘this was the way ahead’ to the remarkable brand health scores released du a few weeks ago, we believe this book played a role in du’s significant growth over the last six months.