In India, cricket is far more than just a sport—it’s an emotion. From narrow lanes in small towns to bustling city playgrounds, children grow up swinging imaginary bats and dreaming of becoming the next Sachin Tendulkar or MS Dhoni.

For any other sport trying to grow in the country, that dominance creates a serious challenge.

When the NBA began expanding its presence in India, it quickly gained visibility in major cities. However, reaching the grassroots audience—the young generation playing in streets, parks, and open grounds—was a completely different challenge.

To bridge this gap, the league launched a unique campaign called “NBA The Great Indian Dunk.” Instead of forcing basketball into India’s sporting culture, the campaign revealed something remarkable: the spirit of basketball already exists in everyday Indian life.

Executed with a production budget of less than $15,000, the campaign transformed ordinary moments from Indian playgrounds into powerful visual stories. The message was simple yet inspiring—among India’s billion people, the next great basketball player could already be out there.

The Challenge: Growing Basketball in a Cricket-Dominated Nation

Cricket’s Cultural Influence

In India, cricket dominates the sporting landscape like no other game. For decades, it has shaped childhood dreams, national pride, and even advertising narratives.

Because of this overwhelming popularity:

• Most young athletes naturally gravitate toward cricket
• Other sports struggle to gain attention
• Basketball is often perceived as urban, niche, or even foreign

Although the NBA had already begun building awareness through initiatives such as NBA Academy India, the league still needed to establish a deeper connection with everyday Indians.

The real challenge was not awareness—it was relevance and relatability.

The Insight: India Already Moves Like Basketball

Athleticism Hidden in Everyday Play

The creative breakthrough came from observing something incredibly simple.

Across India, children are constantly moving—jumping into ponds, climbing trees, swinging from branches, or leaping across obstacles while playing with friends. These natural movements often resemble the explosive athleticism seen in professional basketball.

In many ways, India already moves like basketball.

This insight became the foundation for “The Great Indian Dunk.”

The campaign captured candid moments of children:

• Jumping into village ponds
• Swinging from tree branches
• Climbing structures and hanging mid-air
• Leaping across natural obstacles

When framed creatively, these everyday actions looked strikingly similar to iconic NBA slam dunks.

The campaign quietly suggested a powerful idea:

If India’s kids already move like basketball players, the next great dunk could come from India itself.

The Creative Idea: Discovering the Dunk in Everyday India

Turning Everyday Moments into Inspiration

Rather than staging dramatic sports scenes, the campaign celebrated authentic, unscripted moments from real Indian life.

Each photograph captured children mid-air—frozen in motion in a way that mirrored legendary basketball dunks.

Interestingly, the images didn’t feature basketball courts or hoops. Instead, they highlighted the raw athletic spirit that naturally exists in childhood play.

Through this storytelling approach, the campaign invited young Indians to imagine something exciting:

• The next basketball star might not come from a professional training academy
• He or she could be playing in a village field or neighborhood street
• The next iconic dunk might already be happening somewhere in India

Instead of promoting a sport directly, the campaign celebrated India’s natural athletic energy.

The Visual Style: Raw, Authentic, and Impactful

Capturing Real India

To bring the concept to life, the campaign commissioned a renowned Indian photographer known for capturing the raw realities of everyday life.

The creative direction focused on authenticity. The images were not staged or overly polished. Instead, they captured genuine moments of movement and emotion.

This approach made the campaign feel honest, relatable, and culturally rooted.

Why Black-and-White Photography Worked

One of the most distinctive creative decisions was the use of black-and-white photography.

In a country famous for its vibrant colors, this choice made the visuals instantly stand out.

The monochrome style helped:

• Highlight motion and physical expression
• Remove distractions from the frame
• Create a timeless and artistic look

Most importantly, it ensured that the viewer’s attention stayed focused on the movement itself, which closely resembled a basketball dunk.

Smart Distribution: Taking the Campaign to the Streets

Rather than relying solely on digital advertising, the NBA adopted a ground-level distribution strategy.

The campaign was placed in locations where young athletes naturally spend time, including:

• Sporting goods stores
• Sports venues
• Neighborhood basketball courts
• Training centers associated with NBA Academy India

Importantly, the campaign reached audiences across tier 1 and tier 2 cities, expanding beyond major metropolitan areas.

This grassroots approach helped position basketball as a sport that could belong anywhere in India, not just in elite urban spaces.

The Results: Changing Perceptions of Basketball

“The Great Indian Dunk” campaign helped reshape how basketball was perceived by Indian audiences.

Instead of appearing as an imported or elite sport, basketball suddenly felt accessible, relatable, and deeply connected to everyday life.

Key outcomes of the campaign included:

• Strengthening the NBA’s emotional connection with Indian audiences
• Encouraging young athletes to explore basketball
• Sparkking conversations about sports beyond cricket

More importantly, the campaign planted a powerful idea in people’s minds:

Among India’s billion-strong population, the next great dunker—or even the next global basketball superstar—could already be out there.

Conclusion

The NBA “The Great Indian Dunk” campaign proved that powerful storytelling does not always require massive budgets or celebrity endorsements.

Sometimes, the most compelling ideas come from observing everyday life.

By capturing authentic moments of Indian childhood and connecting them with the athletic brilliance of basketball, the campaign built a meaningful bridge between India’s playground culture and the global stage of the NBA.

And in doing so, it left audiences with an inspiring thought:

Somewhere in India right now, a child is jumping, climbing, or swinging—
unknowingly practicing their very first dunk.

Credits
Advertising Agency: Leo Burnett Dubai
Client: NBA India
Chief Creative Officer: Kalpesh Patankar
Creative Director: Divyan Kriplani, Kapil Bhimekar
Copy Writer: Farhan Siddique
Art Director: Mohammed Sharique
Photographer: Prashant Godbole

This campaign is about:
NBA Great Indian Dunk Campaign, NBA India Campaign, NBA India Marketing Campaign, Basketball Marketing Campaign India, Sports Marketing Campaigns, NBA Advertising Campaign, Basketball Promotion In India, Sports Advertising, Case Study, Creative Sports Marketing Campaign, Creative Print Ads.

Brands today aren’t just selling products—they’re shaping culture, influencing identities, and guiding how people express who they are. From the phone in your hand to the coffee you drink, every brand choice reflects personal values and aspirations.

But behind every logo and lifestyle is a footprint. As brands scale and thrive, their impact on natural resources grows—especially when it comes to water. Despite covering most of the planet, water remains one of the most misused and undervalued resources in modern production. And with rising environmental urgency, its sustainable use can no longer be overlooked.

COP28 today saw the launch of The International Water Sustainability Coalition, a joint initiative of AquaKraft Group Ventures (www.aquakraft.net) Leo Burnett India and UAE based Quazar Investments to address the burgeoning need of water sustainability and water security in the world.

Why Water Sustainability Needs Our Attention

Despite covering 71% of the Earth’s surface, freshwater is scarce and unevenly distributed. Industries across sectors—from manufacturing to hospitality—consume massive amounts of water daily. While some brands are making conscious efforts to minimize their usage, consumers are left with little insight into who’s truly making a difference.

Modern consumers are not only curious but increasingly concerned. They want to know what they’re buying, how it’s made, and what impact it has on the environment. That’s where the Water Sustainability Score steps in.

Introducing the Water Sustainability Score

To bridge the gap between brand accountability and consumer awareness, the Water Sustainability Score was launched—the world’s first transparent, easy-to-understand score that evaluates how responsibly brands use water.

Scored on a scale of 1 to 100, the rating reflects how water is sourced, consumed, wasted, or recycled across a brand’s supply chain. It provides a clear snapshot of a brand’s water footprint—from creation to consumption.

But it’s more than a metric. It’s a movement toward transparency, responsibility, and action.

🎥 Watch the powerful launch film

This beautifully crafted video tells the story of why water matters, how brands shape the world, and the need for a measurable, honest sustainability standard. It’s not just informative—it’s emotional, urgent, and deeply human.

Supporting Brands in Becoming Water Positive

The Water Sustainability Score doesn’t just identify problems—it offers solutions. Brands receive guidance and end-to-end support to help them:

• Reduce water consumption
• Implement recycling systems
• Improve sourcing methods
• Offset environmental impact

It’s a holistic system built to help companies actively improve their score over time and, more importantly, reduce their real-world water usage.

As brands take this commitment seriously, they can display their scores on packaging—just like the Green Dot or recyclable symbols—allowing customers to make informed, eco-friendly choices with confidence.

Bengaluru International Airport: Leading by Example

The first organization to adopt the water sustainability is the Bengaluru International Airport, India’s third-busiest airport, which welcomed over 16.2 million passengers in FY 2021–2022.

Given the sheer scale of operations, the airport’s initiative to become water positive is both bold and visionary. By integrating the Water Sustainability Score, it sets a benchmark for other high-impact institutions and demonstrates that sustainability is not just a trend—it’s a responsibility.

Its participation not only raises the standard but also amplifies awareness. With thousands of travelers passing through daily, the airport becomes a powerful stage for promoting sustainable thinking.

Why This Matters for the Future of Branding

Sustainability is no longer a “nice-to-have.” For forward-thinking brands, it’s a necessity. As audiences become more environmentally conscious, they expect transparency, accountability, and authenticity.

The Water Sustainability Score gives brands a tangible way to showcase their values and efforts. And for marketers, it opens the door to richer storytelling, purpose-led campaigns, and deeper consumer trust.

Final Thoughts

Water is life—and it’s time brands start treating it that way. With the Water Sustainability Score, we’re witnessing a shift where transparency becomes the norm, and sustainability is more than a buzzword.

As more companies get on board, the movement grows stronger—proving that doing good and growing as a brand can go hand in hand.

The question now is: Who will be the next to join?

Credits
Agency: Leo Burnett India / Mumbai + Aquakraft / Mumbai
Client: Aquakraft

This campaign is about:
water sustainability, water-positive brands, eco-conscious consumers, sustainable branding, sustainability score, marketing campaigns, Water Conservation, climate-conscious, Leo Burnett, AqVerium

As climate change continues to reshape the natural world, its impact on agriculture has been particularly disruptive, threatening crop yields and destabilizing farming practices that have thrived for generations. In India, where millions depend on agriculture for their livelihoods, the consequences are both economically and personally devastating. According to recent data, India has lost over $5.1 billion in crops due to unpredictable weather patterns and climate-related challenges. Farmers, who once relied on age-old agricultural wisdom, now find their knowledge outdated in the face of rapidly changing environmental conditions. As one potato farmer put it, “Our age-old knowledge is irrelevant.”

In response to this urgent issue, Lay’s, the popular snack brand, identified an opportunity to support its extensive network of potato farmers across India. Partnering with Cropin, a leading agri-tech organization focused on bridging the digital divide within global agriculture, Lay’s introduced a new initiative called Smart Farm. This platform aims to empower the 27,000 Indian farmers with whom Lay’s collaborates, providing them with tools to better adapt to the challenges posed by climate change.

What is Smart Farm?

Smart Farm is an innovative platform that combines satellite imagery, artificial intelligence (AI), and real-time weather forecasting to deliver actionable insights directly to farmers. By analyzing vast amounts of data, the platform creates an early-warning system that can identify potential crop issues before they become unmanageable. This system does more than just provide weather updates—it tells farmers precisely what actions to take and when to take them. Whether it’s identifying optimal irrigation times or signaling when pest control is needed, Lay’s Smart Farm is designed to make agricultural practices more resilient and adaptive.

How Smart Farm Supports Lay’s Farmers in India

The platform’s core advantage lies in its tailored, localized approach. Each farmer receives guidance specific to their unique environmental conditions and crop requirements. For instance, during an unexpected dry spell, Smart Farm can alert farmers to adjust their irrigation schedules, helping to conserve water and reduce wastage. Similarly, if a potential pest outbreak is detected, farmers are notified immediately, allowing them to act swiftly and prevent crop damage.

For farmers who are accustomed to traditional methods, the transition to a technology-based approach may seem daunting. However, Lay’s and Cropin have prioritized accessibility in the design of Smart Farm. The platform uses simple, user-friendly interfaces and can be accessed via smartphone, ensuring even those with limited tech experience can benefit from its insights. Lay’s and Cropin have also invested in training sessions, helping farmers understand and navigate the platform.

The Environmental Impact of Smart Farming

Smart Farm goes beyond immediate economic benefits—it is also a tool for promoting sustainable farming practices. By using data-driven insights, farmers can reduce their reliance on water, fertilizers, and pesticides, thereby minimizing their environmental footprint. This approach aligns with global efforts to combat climate change by promoting eco-friendly agricultural practices.

Through Smart Farm, Lay’s is demonstrating a commitment to sustainable agriculture and environmental stewardship. The platform’s success has the potential to inspire other companies within the agricultural sector to adopt similar technology-driven solutions, creating a ripple effect that could reshape farming practices in India and beyond.

A Model for Climate-Resilient Agriculture

In an era where climate unpredictability has become the norm, innovations like Smart Farm are critical to the future of global agriculture. By equipping farmers with precise, real-time data and actionable insights, Lay’s and Cropin are helping Indian farmers move toward a more climate-resilient model of agriculture. This partnership illustrates the power of technology to transform age-old industries, empowering individuals and communities to adapt to new challenges.

As Lay’s continues to expand its sustainability initiatives, Smart Farm stands out as a promising model for climate-resilient agriculture, demonstrating how collaboration between companies and tech innovators can create solutions that are beneficial for farmers, communities, and the planet.

Credits
Agency: Leo Burnett India
Client / Brand: CropIn, PepsiCo India Holdings Pvt. Ltd

Climate Change, Indian Agriculture, Lay’s Smart Farm, Cropin, Climate-Resilient Farming, Sustainable Agriculture, Satellite Imagery, Artificial Intelligence In Farming, Weather Forecasting For Farmers, Agricultural Technology, Digital Farming Solutions, Indian Potato Farmers, Eco-Friendly Farming Practices, Climate Adaptation, Crop Protection, Tech-Driven Farming, Smart Farming Platform, Agricultural Sustainability, Environmental Impact On Crops, Resilient Crop Yields, Water Conservation In Farming, Pest Control In Agriculture, Climate Solutions For Farmers, Farming Technology India, Sustainable Crop Management, Future Of Farming, Lay’s Sustainability Initiatives, Agricultural Innovations.

In a gaming sensation that rocked the world, the ‘Unbranded Menu’ campaign set the stage for an exhilarating adventure. Last year, the gaming community witnessed a thrilling hunt as top game streamers, influencers, and both hardcore and casual gamers embarked on a massive quest within the gaming multiverse. What they discovered left jaws dropping – beloved McDonald’s menu items, from the iconic Big Mac to the irresistible French Fries, were cleverly hidden in plain sight throughout their favourite games.

A Virtual Hunt for Real-Life Cravings:
Imagine uncovering the allure of a Big Mac right in the heart of a digital realm, or stumbling upon virtual French Fries that make you crave the real deal. The ‘Unbranded Menu’ campaign turned this exciting fantasy into reality. Notable gaming personalities joined the adventure, sharing their finds and streaming their discoveries across various platforms. By the end of the campaign, over 350 gaming titles had been tagged with McDonald’s food-alikes.

Triumphs and Accolades:
The ‘Unbranded Menu’ campaign didn’t just captivate gamers; it also garnered prestigious recognition within the creative world. At the Spikes Asia awards, it secured the coveted Grand Prix in the Branded Experience and Activation Category. But that wasn’t all – the campaign clinched Gold in categories like Brand Experience & Activation for Touchpoints & Technology and Media for Culture & Context. A Silver award was also received in the Social & Influencer Sectors category. These remarkable achievements led Leo Burnett Manila to be named the Philippines Agency of the Year.

Grand Kidlat Awards Triumph:
The success of ‘Unbranded Menu’ wasn’t limited to one stage. At the Kidlat Awards, it was a true star, securing three Grand Kidlat Awards for Entertainment in Innovation, Experience in Brand Experience, and Engagement in Social & Influencer categories. Additionally, three Gold Kidlat Awards were bestowed upon the campaign, recognizing its excellence in Entertainment (Gaming), Brand Experience, and Social & Influencer Engagement. A Bronze Kidlat Award was also earned for Creative Effectiveness in Creative Strategy.

Championing Brands with Heart:
Raoul Panes, Chief Creative Officer of Leo Burnett Manila and Publicis Groupe Philippines, emphasized that ‘Unbranded Menu’ showcases the power of creativity in bringing brands closer to their audiences’ core values. With McDonald’s deeply embedded in people’s lives, especially within the gaming community, the campaign aimed to celebrate this authentic brand love and motivate more gamers to join the quest.

McDonald’s Embraces Creativity:
Oliver Rabatan, McDonald’s Vice President and Chief Marketing Officer, stressed the significance of ‘Unbranded Menu’ and its impact on the brand’s identity. This shared commitment to creative excellence and collaboration led to the birth of a groundbreaking idea that not only elevated Leo Burnett but also set a new standard for marketers worldwide.

Conclusion:
The ‘Unbranded Menu’ campaign redefined the synergy between gaming and beloved McDonald’s menu items, showcasing the innovation and creative brilliance that can unite diverse communities. As the gaming world continues to evolve, collaborations like these remind us that the most unexpected adventures can lie just a click away, waiting to be discovered by eager gamers and fans alike.

Credits
Agency: Leo Burnett Group Manila
Creatives: Raoul Panes, Jason Williams, Adriano Matos, Carl Urgino, Rey Tiempo, Brian Lumanog, Chary Chu, Paolo Roa, Sofia Tawasil, Stephanie Tan, Chili Ramon, Adriano Matos
Accounts: Judy Medina, Earl Dorado, Sabrina Urbano
Planning: Mikee Lagac
Social: Jarmaine Sotto, Earl John Diaz, Kat Ravelo, Bianca Lopez, Hans Cabuyao, Gianne Nuguit
PR: Carol Battad, Marco Sindiong, Lorenzo Manguiat, Joaquin Espiritu, Lendl Fabella, Barbara Messer
Production: Ethel Javar, Penny Cena
Client: McDonald’s Philippines – Margot Torres, Oliver Rabatan, Ashley Santillan, NJ Caballar

This Article is about: Gaming Quest, Unbranded Menu campaign, Brand Experience, Gaming Culture, Creative Collaboration, Virtual Adventure, Award-winning campaign, Game influencers, Grand Prix winner, Grand Kidlat Awards, Gaming Multiverse, Virtual treasures, Spikes Asia winner, Gaming community, Brand and gaming, Digital innovation.

70% mothers in India don’t know the biology of periods. They can’t teach their daughters something they were never taught. Lack of period awareness forces 1 in 5 girls to drop out of school. We are on a mission to educate moms about periods and YOU can help us make a difference. For every pack of Whisper Ultra you buy between 15th March to 30th April, we will provide period education to moms and daughters, along with free pads.
Together, we can educate moms to #KeepGirlsInSchool.

The campaign film, created by Leo Burnett, aims to shed light on the crucial issue of period education and its impact on girls’ education. It showcases how the absence of comprehensive menstrual education in Indian textbooks contributes to girls missing school days. Whisper recognizes period poverty as a serious problem in India, where societal stigma and shame surrounding menstruation hinder millions of individuals from living healthy and fulfilling lives. By championing menstrual hygiene and education, Whisper aims to empower young girls and achieve 100% menstrual hygiene adoption throughout the country.

The film emphasizes the persistent taboos associated with menstruation in India, particularly among young girls. Due to the lack of proper education and the stigma surrounding periods, girls miss out on significant school days, often leading to dropping out entirely. This emotionally charged yet educational film underscores Whisper’s mission to integrate period education into schools.

Despite the pandemic’s impact on people from all walks of life, it has disproportionately affected girls and women, making it even more challenging to achieve social progress. School closures have jeopardized the future of countless young girls in India, as menstruation does not pause for the pandemic. Shockingly, studies reveal that 23 million girls drop out of school when they start menstruating, and 71% of adolescent girls in India lack awareness about menstruation until their first period. The pandemic has further exacerbated this issue, with an additional one million girls facing a loss of education due to the lack of period education and menstrual hygiene.

In its comprehensive approach to raising awareness about period education, Whisper is not only creating impact through its campaign film but also through 25 impactful wall paintings across India. These paintings incorporate regional art forms such as Madhubani, Bhil, and Bhosli to spread awareness about period education. Additionally, during the month of March, Whisper is introducing 11,000 limited edition covers featuring brand ambassador Bhumi Pednekar, which can be shared with young girls to educate them about the importance of menstrual hygiene and proper pad usage.

Credits
Agency: Leo Burnett, India
CEO & Chief Creative Officer – South Asia, Leo Burnett: Rajdeepak Das
CEO & Chief Strategy Officer – South Asia, Leo Burnett: Dheeraj Sinha
National Creative Director: Sachin Kamble
Executive Creative Director: Sonal Chhajerh
Executive Vice President: Niket Kumar
Associate Executive Creative Director: Gaurav Kumar
Creative Director: Indrajeet Kadam
Copywriter: Kaizeen Vankadia
Sr. Art Director: Rituja Ghadge
Brand Services Partner: Andrea D’Souza
Brand Services Associate: Purvi Bakliwal
Associate Vice President (Strategy): Noor Samra
Brand Strategy Director: Anjali Kamath
Head of films department: Jignesh Maru
Executive Producer: Anil Sonawane
Director: Akanksha Seda
Production company: Offroad films

Firearms are the leading cause of death for children and teens in America. This year alone, 3,044 members of the high school class of 2021 didn’t graduate because a gun killed them. To call attention to this, Change the Ref held a graduation ceremony for The Lost Class and invited two prominent pro-gun advocates to deliver the commencement addresses. To do this, they created James Madison Academy, a fake online high school named after the author of the Second Amendment. They invited David Keene, former NRA President, and John Lott, author of More Guns, Less Crime, to make the school’s commencement speech. They filmed their speeches during what they believed was a dress rehearsal. But really, they were speaking to The Lost Class of 2021 – those students who couldn’t graduate this year because a gun killed them. In doing this, these two gun advocates became the unlikely spokesmen for our anti-gun violence campaign. The impact of the speeches went beyond the ceremony and into the news cycle, being covered by countless national and international media outlets.

Credits
Campaign: The Lost Class
Client: Change The Ref, USA.
Co-Founder: Manuel Oliver, Patricia Oliver.
Advertising Agency: Leo Burnett, Chicago.
Production Company: Hungry Man, Los Angeles.
Illustrator: Sean Hannaway.
Design Director: Kyle Poff.
Associate Creative Director: Jason  LaFlore , Matt Turnier , Ceara Adamson.
Copywriter: MacKenzie  Hart.
Art Director: Sofia Gahn .
Junior Copywriter: Kelley Barrett .
Junior Art Director: Katie DiNardo .
Head of Production: Mike Davidson .
Executive Producer: Ashley  Geisheker , Caleb Dewart, Mino Jarjoura, Adrianne  McCurrach , Corina Dennison, Thatcher Peterson , Leslie Dilullo, Ceara Adamson.
Associate Film Producer: Kaitlin Bucaro .
Operations Director: Michael Shanahan .
Production Manager: Julie Lewandowski .
Account Director: Amy Walloch .
Head of Planning: Kaylin Goldstein .
Strategy Director: Nimisha Jain .
Resource Manager: Nancy Parnell , Phoebe Alvarez .
Strategist: Sean Logan.
Director: Bryan Buckley.
Producer: Matt Lefebvre, Jordan Cohen, Meg Amicucci, Jenny Bright , Lindsey Lerman , Thatcher Peterson .
Director of Photography: Scott Henriksen.
Photographer: Neil Dacosta.
Technical Director: Sun Komen.
Developer: Danny Wirick.
Editor: Jason Macdonald, JK Carrington, Ryan Bukowski, Chris VanDyke, Maxwell Redinger.
Assistant Editor: Grace Yang, Riley Donigan.
Founder: Phil Crowe.
Colourist: Gregory Reese .
Art Assistant: Corey Martinez, David Oh.
Music Producer: Andrew Feltenstein , John Nau.
Sound Mixer: Rommel Molina .
Head of Communications: Jackie  Zupsic.
Senior Vice President: Baxter Townsend.
Account Supervisor: Adam Skaf, Ashley  Geisheker .
Vice President: Kappie Kopp.
PR Agency: Tusk Strategies.
PR Account Supervisor: Adam Skaf.
Project Manager: Julie Lewandowski .
Music: Ludovico Einaudi, Daniel Hope – “Experience” (I Virtuosi Italiani, In A Time Lapse 2013, provided to YouTube by Universal Music Group).

To bring back childhood joy, McDonald’s installed swings across the city

By reimagining the iconic Golden Arches most playfully, McDonald’s UAE has set up swings across the city of Dubai to spread joy and togetherness.
The McDonald’s swings under the iconic Golden Arches are helping hundreds of passers-by in Media City, Internet City, Knowledge Park, and Kite Beach to enjoy some playtime away from the stress of everyday life.

Designed by Studio M and Leo Burnett Dubai, the ‘Swings’ campaign taps into one of the world’s most famous logos to remind everyone that playtime is a source of joy.
Walid Fakih, CEO of McDonald’s UAE, stated: “With this creative work, we aimed to bring back the joy of childhood to UAE residents. We always strive to make feel-good moments easy for everyone and remain committed to making real connections with our community through upcoming projects.”

“One can never deny the power and authority that radiates from McDonald’s Golden Arches. The swings under the world’s most famous logo create happy moments and put smiles on people’s faces. We all have childhood memories of McDonald’s, and the swings help us recall our delightful childhood joys, both in memory and action, to create lasting moments of happiness.

As we get carried away in life, we often forget the importance of play and the swings are simply a reminder,” said Kalpesh Patankar, Chief Creative Officer at Leo Burnett UAE.

With ‘Swings,’ the joy of play never gets old, no matter how old we are.

“COP26 Unaccessible Conference” a Public Awareness Campaign by Leo Burnett and Access Israel

Disability affects more than 1 billion people around the world. Yet, it is still often treated as a second thought when making mega-events accessible – the United Nations COP26 Climate Summit was no exception. Still, this time the ‘oversight’ sparked an international incident and a very timely campaign.

Karine Elharrar, Israel’s Energy Minister, suffers from muscular dystrophy and, as such, uses a wheelchair for mobility. But when she attended the Glasgow climate conference this week alongside Israeli Prime Minister Naftali Bennett, she found herself unable to enter the conference complex due to accessibility issues – and was left out.

Her wheelchair was not allowed into any of the entrances. While the Prime Minister’s staff tried to help her find a way in – including riding a shuttle, which was not wheelchair accessible either – she had no choice after two hours but to give up on attending the conference and make her way back to the hotel.

The problem was set straight the next day, and British Prime Minister Boris Johnson apologized to the Minister for the “confusion with the arrangements”. But Access Israel saw an opportunity to amplify what the Minister had implied in her tweet following the incident (see below) and send a message on behalf of the millions of disabled ignored every day to the world and its leaders:
“Safeguarding our future starts with caring for people”.

Credits
Campaign: COP26 Unaccessible Conference
Category: Public Awareness Campaign
Agency Credits: Leo Burnett Israel
Chairman & CEO Publicis Israel: Yossi Lubaton
Client: Access Israel
Creative VP Leo Burnett Israel: Ami Alush
VP Innovation & Creative Technology: Oded Lavie
Creative Director: Oren Ben Naim
Copywriter: Achiya Darshan
Art Director: Yael Yaakov, Nitzan Amir
Marcom Director: Eva Hasson
Video Editor: Rotem Gabay
Agency Producer: Menny Zarhia
Traffic: Danielle Barzilay

3362 employees opened their own Falabella link.
3362 Employees kept their jobs.
+3M USD in sales thru their links.
3362 Falabella.com

Falabella gave them the chance to open their own Falabella site, and then they opened 3362 Falabella sites, one for each employee, and for every sale made on their link, they earn a 5% commission. They saved their jobs and sold 3M USD in this entirely new way of using their salespeople.

Awards:
Cannes Lions – Shortlist
D&AD Award – Wood Pencil

Credits:
Advertising Agency: Leo Burnett Colombia
Client: Falabella, Colombia
Campaign: 3362 Falabella.com

The astonishing figures show that in India alone, more than 2.3 crore girls drop out of school at attaining puberty and due to the lack of menstrual hygiene and period education. The ad, filmed by Leo Burnett, claims that this campaign brings awareness to the life of 1 girl out of every five dropping out of school, which whisper aims to double by 2022.

Lack of menstrual hygiene and period education should not be why girls are dropping out of school. Whisper has brought a critical issue to light by its campaign.

Credits
Brand: Whisper
Product: Whisper Ultra Care
Campaign: Keep Girls in School

An algorithm that can calculate how much time we have left to spend with the people we care about most. No speculation, just hard cold data with a clear purpose to make you re-think your priorities. The tool crosses data provided by the user with data from the National Institute of Statistics and other studies related to relationships and life expectancy.

We live in autopilot mode, devoted to work and unconsciously to distribute our time in a way that’s far from ideal. On top of that, technology has invaded our lives and takes up most of the little time we have left. It is a common tradition in Spain to take a digestive liquor like Ruavieja after lunch or dinner to make the moment last longer. This tradition and many others are disappearing because nowadays nobody has time for anything and everyone’s always in a rush.

Credits
Agency: Leo Burnett Madrid
Campaign: The Time We Have Left
Client: Pernod Ricard
Product: Ruavieja

To spark a positive change and shed light on the impact of equal parenting on shaping future generations, Pampers® is committed to reaching out to 50 lakh new dads this year to pledge to play an equal role in raising kids

Studies show that babies need their Papa as much as they need their Mumma. Babies who benefit from equal parenting, actually grow up happier and more secure. Together let’s change expectations around the role of fathers in a baby’s life. It takes 2 to make a baby, and it takes 2 to raise a baby! Pampers India is taking the first step in sharing a father’s promise and his pledge to partner in parenting!.

About Pampers®
Pampers® is the #1 selling diaper brand worldwide. For more than 50 years, Pampers® has been caring for the happy, healthy development of the world’s babies and in turn, has grown to become one of the biggest brands of P&G. Everyday Pampers® has been inspired by babies and has a range of variants catering to diverse consumer needs in India. These are Pampers® Premium Care, Pampers® All Round Protection, Pampers® Happy Skin Pants, Pampers® Active Baby Taped, Pampers® Baby Dry and Pampers® Preemies. Pampers® India has been using its advertising voice over the past years to help shape, build the category, and act as a ‘force for good’ on busting myths around parenting roles with a commitment to stand as a loyal ally parent. To know more, visit us at www.in.pampers.com or download the Pampers® App from Android & iOS play stores.

Credits
Agency: Leo Burnett
Managing Directors: Rajdeepak Das, Dheeraj Sinha
National Creative Director: Vikram Pandey, Sachin Kamble, Prajato Guha
Executive Vice President, Servicing: bhimanyu Khedkar
Executive Vice President, Strategy: Aniruddha Khandekar
Executive Creative Director: Sonal Chhajerh, Vikrant Yadav
Creative Director: Gaurav Kumar
Brand Services Associate: Kaavya Narang
Brand Strategy Associate: Nidhi Shah
Director: Prosit Roy
Production House: Prodigious
Head of Prodigious: Varun Shah
Senior Producer: Akshay Multani
Voiceover: Anand Tiwari

*Disclaimer:
The ‘It Takes 2’ Survey* was commissioned by Pampers® in association with Nielsen across India’s top metro cities in 2016
*The study – Infant Mental Health Journal included insights by researchers from Imperial College London, King’s College London and Oxford University

Each language has its history. Every language carries prejudiced words and expressions daily, helping to spread prejudice, often without realizing it. For example, the Portuguese language has more than 300 racist, homophobic, xenophobic and sexist words and expressions that, unfortunately, are still widespread.

To show that in the fight against prejudice words also matter, the advertising agency Leo Burnett Tailor Made created, in partnership with publishing house Globo Conde Nast, owner of the magazine’s Vogue, Glamor, GQ and Vogue Living, the Anti Prejudice Keyboard. A keyboard for the Android system identifies hundreds of prejudiced words used daily and suggests more appropriate synonyms whenever typed one of those words.

For example, every time someone writes “Gyp”, which has a discriminatory nature related to Romani people, the keyboard will suggest the synonym “cheat”. When the typed word is “uppity”, a pejorative term, the keyboard will suggest “arrogant”. As well as changing “wife beater” to “sleeveless t-shirt”.

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Credits
Advertising Agency: Leo Burnett Tailor Made, USA

Production House: Barry Company Music And Sound Design
Director: Judith Belfer
Executive Producer: Krysse Mello/ Juliana Martellotta
Editor: Judith Belfer E Fernanda Krajuska

Sound And Music
Production House: Antfood
Director: Lou Schmidt E Fernando Rojo
Musical Production: Lou Schmidt, Fernando Rojo, Luis Bergmann, Pedro Curvello E Vinicius Nunes
Executive Producer: Christiane Rachel E Renato Castro

Fatima is a Jordanian mother of three who had been a victim of domestic abuse by her husband who gouged both her eyes out in front of her children. Sadly, she lost her eyesight permanently that terrorizing night.

For this campaign, brand wanted to break the silence by creating an honest conversation around the topic, and finally witnessed an outbreak in this conservative society.

Jordan is a very socially conservative and religious country that’s run by men. More often than not, women are silenced and have limited roles in society.

When it comes to violence against women, there are legal loopholes that unfortunately rule in favour of men, and due to societal pressures, the media neglects to publicize this sensitive, subject.

In Arabic much like in English, you cannot spell “justice” without the letter “i” which has the same exact phonetics as the word “Eye”. And thus, the word عدالة when missing the letter “ع would be meaningless justice does not exist without the “eye”, a message that links back to Fatima’s tragic story. The only way to empower the Fatimas in our community was to let them know that we “see” them and we will not stand idle. Our message was clear: Until women can look justice in the eye, the “I” of justice will fall.

Credits
Brand: Rise for Good
Campaign: No Eye in Justice
Advertising Agency: Leo Burnett, Jordan
General Manager: Arwa Jassem
Creative Director: Aram Taminian
Communication Supervisor: Salah Hanbali
Communication Executive: Bana Faris
Art Director: Mohammad Hamdan
Copywriter: Ashraf Masannat
Animator: Nora Hindi

This campaign is about:
Women Rights, Awareness campaign, Digital Campaign

Credits
Advertising Agency: Leo Burnett, Manila, Philippines

This campaign is about:
Innovation, Technology, Education, Marketing, Digital Campaign, McClassroom