Magnum Temptation – Ice Cream Jewel

Lowe & Partners’ Madrid agency, has designed retail activation campaign for Magnum Temptation.

 The LOLA team worked with the Catalonian culinary artist Daniel Domínguez, who created different intricate necklaces using the ingredients of the Magnum Temptation ice cream: three kinds of chocolate, crystallized caramel and fruits in caramel and cocoa.
The agency wanted to go further and they not only transformed the ice creams into gems but also the fridges that contain them, creating refrigerated display units, akin to the window displays in high end jewellery stores. Additionally each ‘shop window’ incorporates a screen where a documentary about the process of making the jewellery is played.
“To position a global brand like Magnum, sometimes you have to experiment and try specific activities in various markets, which can be transformed then into global activities for the brand”, comments Paulo Areas, Creative Director at LOLA.
“This activity is very effective in changing the “cold” and “not very premium” perception that consumers generally have about the frozen food sections in supermarkets. To convey elegance and sophistication in that specific place was a huge challenge”, adds Francisco Cassis, Creative Director at LOLA.
Advertising Agency: LOLA Madrid
Executive Creative Director: Chacho Puebla
Creative Director: Paulo Areas, Francesco Cassis
Year: 2012

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Leo Burnett Iberia – Tura: the First Advertising Awarded Dog in the World


How can an agency showcase its work and awards without arrogance. In a business where egos sometimes seem too big for an agency’s well being, Leo Burnett wanted to proudly celebrate its work and performance without ever crossing the line into arrogance. Tura, a stray dog from the agency’s creative director seemed just the perfect fit for this task.

It’s a thin line between being arrogant and just plain informative, when one talks about his or hers agency’s awards and success. Leo Burnett Lisbon’s performance in the awards shows has been very successful. And it is no secret that the more creative an agency is, the better work it does and the more relevant and attractive it become in the eye of potential clients. Tura, the dog, became the right and genuine way of being able to say it all without ever crossing the line.
How? We named Tura, the dog, the agency’s creative director. And in every work submitted for an award, Tura was added. We also created a site, where one can see Tura hard at work picking ideas, concepts and displaying her awards. Tura, the dog, became an ambassador to the agency’s work. And with her as an integral part of our creative team, we were able to always talk about our creative work and results through the acts of a dog. The most creative dog in the world. Tura was further advertised via Direct mail, Dog USB Card with Agency Credentials, event and T-shirts.

Results: with over 5,000 views online Tura’s presentation video is a good example of this idea’s reach and success. Moreover, we have been approached through Tura’s site several times in the last year. Clients have been known to want to meet her in person. And as result, Tura, the dog is today the agency’s most popular spokesperson. And having received free press in trade magazines and online, the return in investment is above the norm in this market by far.

Advertising Agency: Leo Burnett Iberia
Executive Creative director: Chacho Puebla
Creatives: Juan Christmann, Ricardo Toledo
Year: 2010


Playstation/DC Universe online – Mr Lee, tailor to superheroes and villains

“Mr. Lee´s tailor shop is our most successful launch campaign since I’ve been working at Playstation.” 
Francisco Sayans. Interactive Media Manager, PlayStation

Overview
Sony Computer Entertainment Spain will open on Monday 17 in Madrid to mark the launch of DC Universe Online game, tailoring Mr. Lee, a specialist in tailor made suits for superheroes and supervillains. This will be a very rare establishments where customers can design their own superhero costume with the help of a tailor who specializes in these unusual tasks. As in DC Universe Online, the hotly anticipated Massively Multiplayer Online (MMO) for PlayStation 3 and PC, visitors can make a suit to taste like a character in DC Comics. The outcome will depend on the kind of hero or villain is, the super powers you have and the weapons it will fight the Good or Evil. In the tailor Mr. Lee has been careful to detail to recreate a unique space for which it’s been DC Comics icons as Batman, Flash, Lex Luthor, Joker or Superman to be made. His tailor, Mr. Lee will receive the guests to the 29th of January in Madrid Calle Quiñones 15. Appointment is necessary through the web http://www.sastreriamrlee.com and although the real suit can be purchased on payment, tailoring Mr. Lee offers a unique and free to all visitors, if you need to buy any merchandise.


The campaign
To launch the new PS 3 game, DC Universe Online, in which you can create your own superhero or villain by choosing powers, abilities and, of course, your custom suit, we created a tailor shop that specializes in handcrafting custom suits for heroes and villains. So you can make your suit a reality and can live the same experience as the game in the offline world.
To announce the opening, we spoke directly to the people it mattered to most, from gamers and comic fans to media in general. We catered each type of media and location to capture their attention.

– Direct to special media.
– Flyers on comic stores.
– Posters on games stores.
– Videos on social media.
– Web to book appointments.

Design


To make Mr. Lee’s logo, we needed to express duality, mixing heroes and villains.  And to mix the old fashion and discrete look of a tailor shop with a modern touch of PlayStation. To create the logo we used the PlayStation symbols together with a tailoring icon: needles. And for Mr. Lee’s corporate identity we created a logo that express duality, mixing heroes and villains. So we used the Superman logo shape together with the kriptonite icon.


All posters were created based on artistic printing, a decorative style born in England at the end of the 19th century. Clearly this is is the style Mr. Lee was looking for when he open his shop in 1934.


The Tailor shop´s corporate identity scheme was created based on artistic printing, a decorative style born in England at the end of the 19th century. Using the appropriate typography on each piece.


Mr. Lee´s most special clients had the honour to be portrayed by his assistant after trying on their new suit.


The design and decoration was based on a classic antique English tailor shop, with a serious and discreet look. A unique environment, worthy of receiving such a special clientèle.

The Promotion


A tailor shop that specializes in handcrafting custom suits for heroes and villains. You can make your suit a reality and can live the same experience as the game in the offline world. The engaging experience began deciding whether to be a hero or vallain, fill out a questionnaire, and get measured. The custom suit was first created within the game and then an illustrator drew a sketch and gave it to the client together with an estimate.
While waiting to be attended by Mr. LEE, people could play the game for the first time and get inspired to think about their suits. The Madrid shop was more successful than Gotham city´s. The appointments were all filled in just a few hours and hundreds of suits were ordered. The earn media represented 4000% Return On Investment to the brand. And we are talking about news content, not advertising.

On line

PR Strategy

The tailor shop opened in the very heart of Madrid, within steps of the majority of comic book shops in the city.
Mr. Lee quickly became a top news item appearing in all major Spanish TV channels in prime time.
-10 Foreign Newspapers.
-All major Spanish newspapers.
-Even Florentino Fernandez, the “Connan o Brian” of Spain, did an imitaiton of Mr Lee on his primetime show.
The earn media represented 4,000% Return On Investment to the brand. And we are talking about news content, not advertising.
Once in the tailor shop, the media and the people in general had to decide whether to be a hero or vallain, fill out a questionnaire, and get measured. The custom suit was first created within the game and then an illustrator drew a sketch and gave it to the client together with an estimate.
While waiting to be attended by MR LEE, people could play the game for the first time and get inspired about their suits.
The Madrid shop was more successful than Gotham city´s. The appointments were all filled in just a few hours and hundreds of suits were ordered.
The earn media represented 4,000% Return On Investment to the brand. And we are talking about news content, not advertising.

Advertising Agency: Leo Burnett Iberia
Executive Creative Director: Chacho Puebla
Creative Director: Juan Christman/Juan Sevilla
Art Director: Bruno Nakano/Juan Sevilla
Copywriter: Juan Christmann
Year: 2011

Red Cross Store+ – The store that sells hope


Insights, Strategy & the Idea
The Red Cross needed to raise money for its main causes during the Christmas season. Being that this is the time when people are more compassionate and are inclined to shop, the idea was born. The main marketing and communication objectives were to promote and sell Hope. A product that cannot be touched, seen, worn or heard. But felt. The target was just about everybody. From adults who went out to shop to the younger audience who identified with the possibility of buying Hope. The uniqueness is simply the fact that it is a product that is only felt but that was sold like a normal product at a time when Hope is in most demand in the world. Through the use of a Store that sells Hope instead of regular media to ask for donations, we cut through the clutter and changed the act of giving a gift.

Creative Execution
The creative strategic solution was to convey the idea of the perfect shopping alternative for Christmas: buy Hope. We made sure it had the perfect balance of a regular Store and one that sold something you couldn’t actually touch. It stood out and quickly became the mall’s center of attention. To maximize the response to this idea we used several channels. Radio as a teaser with renowned celebrities endorsing. We made several short films documenting every stage of the construction and played them online and at the mall. PR efforts made sure it was constantly a topic in TV shows, radio interviews and magazine articles. Street billboards near the Store reminded for people to change the gift to help change the world. Ads in print media sustained the message along the Store’s run. And finally the Store itself became the best medium to spread the word about buying Hope.

Results and Effectiveness
As a result, hundreds attended the opening. The media coverage was unlike anything the Red Cross had experience in its history.The Red Cross was able to exceed the needed funds to carry out several of its programs and it helped change people’s attitude towards the act of donating. Finally the Store quickly reached the shopping top ten in sales and had to extend its opening hours and closing date. The success of the Store has made possible the plans of opening new ones in Portugal, Spain and wherever there is a Red Cross. With solid plans in several locations.

The promotion: from concept to implementation
Once the idea of selling Hope was born, we searched for the perfect spot in a popular shopping center. Architects, engineers, creatives and the client, together built it in record time. We promoted the the sale of Hope just like we would with a regular Store. But with the emphasis on the fact people could buy Hope. At the end, the goal was to have people feel the experience of shopping. Because even though they left the store with their hands empty – they would leave with their hearts full.
Hope became the perfect gift alternative this Christmas. The promotional efforts led to hundreds lining up to buy Hope on opening night and the Store reached the Mall’s top ten in sales in the first day. Due to the success there are solid plans to open new stores in Portugal, Spain and wherever there’s a Red Cross. And finally, to promote the sale of Hope was to promote the Red Cross, which has now risen remarkably in terms of awareness. After all, selling Hope has definitely changed the way people see the act of giving.
It was a Store that sold a product you cannot touch or see. And it was surrounded by dozens of actual stores with thousands of products. All that inside a mall during the busiest shopping season of the year. So, the promotional effort of advertising Hope as a gift alternative for Christmas, as a product proved to be just right. Because people embraced the idea and identified the Red Cross as part of the shopping experience. Also the way Hope was promoted was crucial to the success. With different sizes, values and kinds as they related to the different causes

The direct campaign
The objective of the direct campaign was to create a demand for a product that could not be touched, seen, heard or worn, but felt. Hope. And by doing so, raise money for the Red Cross. Direct marketing was extensively used to generate interest. First with brochures of the project for potential partners. Then with formal invitations to opinion makers, news outlets and celebrities handpicked to endorse it. That combined with the Internet to reach the general public, led to desired curiosity and number of customers at the opening and after. The creative execution achieved just the right tone as it reached different targets and was able to create the demand for Hope and sustain the public and media interest on the Store. A Store that was both a commercial place but with an emotional side to it gave us the opportunity to reach out to people like no retail store had ever done before. The originality of Hope as a product and a Store that sold it in various sizes and kinds let us create several types of direct marketing elements. All of them with Hope in mind.

We had to be sure people understood it wasn’t just any other store. But one that sold Hope. And had to be clear it would be in a mall and have every characteristic of an actual retail store. At the same time, people had to make the connection between the Store and the Red Cross. The solution was to convey as close as possible the Christmas shopping experience with a direct marketing that created curiosity and awareness at the same time. The response was huge with hundreds attending the opening, several companies joining the project and a constant flow of customers.
From the three hundred formal invitations sent out to the opening, close to 90% confirmed their presence. All three major networks, the magazines with greater circulation and all radio stations that were targeted were present. The flow of public driven by the site, web features and regular mail, kept the Store with a constant flow of customers. The Store also led to partnerships with corporations that was only possible due to the initial direct effort to present the Store in detail. The investment was recouped and helped spread the word about the Store that sold Hope. Lots of it.

Design: the challenges and key objectives

Hope cannot be touched, seen or worn. But Hope can be felt. Our main challenge was to find the perfect design to convey the idea of a retail store that sold Hope. It had to be easily identified as a store and as part of the Red Cross universe. The main objective was to make sure people had a shopping experience in it. And the design was vital. Since it was the design of the Store, all graphic materials such as shopping bags had to make it stand out from dozens of stores in the same mall.
From the start we aspired to a minimalist design. The vouchers indicating the prices and causes for example had to be simple; explain what they meant with just a glimpse of them. And although the Red Cross logo was everywhere, we gave it some retail personality by assigning black and white images to the materials in order to never overshadow the actual message: selling Hope. The minimalist design of all material and the interior design made the Store hip and desired. And eventually the centrepiece of the mall during Christmas.
Every person that came in contact with the Store design quickly understood the concept. Materials such as shopping bags and vouchers of Hope had to printed again due to the public’s increased interest in having one each. The interior design on the other hand, made the Store inviting, friendly and desired. And the best of all: the design was easily adapted to any medium, making the communication stronger and more relevant. The Store design in all its forms has become a reference for future NGO’s projects and the blue print for future Hope Stores.

PR Project
To help the Red Cross raise money we built an actual retail store. The store sold something you can’t touch, see, wear or hear, but feel: Hope. The stores still had hangers, windows, fitting rooms, salespeople, and bags but had one difference: people left with their hands empty but with their hearts full.
This idea was communicated across several channels, from radio to features on the Internet and print. And from the start two of the biggest Portuguese celebrities became the Stores’ ambassadors: DIOGO INFANTE and ALEXANDRA LENCASTRE.

The Store’s opening had hundreds of guests and was in TV newscasts in the same evening. The Store exceeded all expectations, reaching the Mall’s top 10 in sales in the first day. And there are now solid plans to open new ones wherever there’s a Red Cross. All selling Hope.
At a time when the world has the biggest demand for Hope, this PR campaign fell into place perfectly. The biggest challenge was to communicate in a clear and emotional way with a product that can only be felt. We had to find just the right balance between the rational and emotional. The Store Celebrity Ambassadors were crucial to spread the message. They recorded radio ads, constantly referred to the Store in interviews and hosted the opening. Diogo Infante and Alexandra Lencastre definitely helped sustain the buzz and interest in the idea of buying Hope.
The Christmas Season is the most important time for any retailer, a time when people buy more than ever. We concentrated all of our efforts to dramatically increase demand for Hope, starting in early November – with the peak of the campaign on the two weeks prior to Christmas Eve and a major effort on the actual Christmas Eve.
The celebrity ambassadorship ensured the Store was kept in evidence throughout the media, sustaining momentum up until the very last day. Since we were aiming for different targets, we designed a plan in a way it would reach all channels gradually at first and simultaneously once the Store was opened. The tone of the campaign was aimed for a genuine approach, with just the perfect balance of the emotional side and the realities facing the causes supported by the Red Cross.
After the tone of the campaign was decided during the planning stage we set out to chart each medium and target according to the schedule of the Store, and the same with the Celebrity involvement in the campaign.
The schedule can be divided in three parts: the informative and teaser stage, the opening stage during the firs two weeks and the final stage that lasted up until the last day of the Store. This was carried out with specific channels suited for each stage. The Internet, radio features, interviews from celebrity sponsors were used to spread the idea of a Store that sells Hope. The best part of it all is that the message did spread faster than our wildest expectations. With all channels working to keep Hope a best seller during Christmas, the PR campaign showed to be a success indeed. The objective was to have people donate to the Red Cross in a way that had never been done before. A Store that sells Hope had the potential to do that. And the PR campaign was vital, as was the Celebrity endorsement to support the idea of selling Hope. For it gave the idea its deserved credibility and importance.

The results indicate it was the perfect idea for the current world we live in. Since the store reached the Top 10 in sales in the first day. Increased the number of volunteers and the number of people who had never donated before. It also brought other companies to partner with the Red Cross in its effort to raise money. And certainly the most promising result is to know that currently there are plans to open Stores just like it in other places. All of them selling Hope. Lots of it.

After the enormous success of the Red Cross Store+ in Lisbon last year Leo Burnett Spain created a pop-up bookstore again in an upscale shopping center in Madrid.


The shelves are filled with what look like real books. Each cover is associated with one of the 4 most important causes that the Red Cross supports. The books are blank inside but bookmarks let everyone know that by making a donation, they would be contributing HOPE to make the story a happy one.
The objective: To remind the public that by making a donation, they are helping to better the lives of people in need.
Record breaking donations were made in the first weekend. The STORE will be open through the end of December.
The full impact is yet to be determined but the opening night saw over 200 hundreds guests including many celebrities who came to show their support for the cause. They include, Álvaro Arbeloa and Ruben de la Red, both football stars of Real Madrid, the world champion gymnast Rafa Martinez, the recording artist Raúl, the television and film actor Miguel Hermoso, the journalist and televison personality Paqui Peña, and comedians Tony Antonio and Bigote Arrocet, among others.

Advertising Agency: Leo Burnett Lisboa

Creative Director: Chacho Puebla
Copywriter/Creative Director: Erick Rosa
Art Director/Creative Director: Renato Lopes
Production Director: Cristina Almeida
Graphic Producer: António Junior
Graphic Producer: António Franca
Account Director: Marta Guimarães
Account Director: Inês Almeida
Account: Renata Ferreira
Creative Advisor: Tura
Av Producer: Hugo Lage


Lidl Supermarkets – First Class for All

“First Class for All” is an idea developed to show that quality and low prices can live together. To prove that, a first class meal was served to every single passenger on an airplane for the first time in a commercial flight. No matter the seat class. There wasn’t a single passenger, first class or not, that didn’t feel delighted with his meal.

Advertising Agency: Leo Burnett Iberia
Chief Creative Officer: Chacho Puebla
Creative Director Erick Rosa, Renato Lopes
Art Director: Pedro Hefs, Luciana Cani
Copywriter: Erick Rosa
Producer: Cristina Almeida
Production Company: Miss Dolores
Editor: Hugo Lage


Jeep Wrangler – Drive your track


The New Jeep Wrangler comes standard with a surround sound music system that makes the most of your music even with the top off and to launch this great new feature we created Drive your Track. How does drive your track work? The user is asked to upload his music and a special technology reads and displays the sound waves of that music. The site then finds the landscape images that match the sound wave shapes, finding the perfect landscape for each song. The web also reads your IP address and tracks your current location to calculate the distance and the path to get you to any place on the path of your music image and gives you useful information such as hotels, campsites, restaurants, monuments and special attractions in and around your destination.

WEBSITE: http://www.driveyourtrack.com/

Advertising Agency: Leo Burnett Iberia
Executive Creative Director: Chacho Puebla
Creative Director: Paulo Areas
Copywriter: Chacho Puebla
Art Directors: Paulo Areas, Lucas Zaiden
Designer: Lucas Zaiden
Digital Creatives: Horacio Panella, Victor Moreno
Head of Digital: Asier Garcia
Creative Advisor: Tura