Global Chief Creative Officer
Leo Burnett Worldwide
Comments
The Las Vegas strip provided a stimulating backdrop to this year’s LIA Awards. With an endless supply of exuberant energy, it truly is a place unlike anywhere else in the world.
The week was a resounding success. Assembled in the Nevada desert were some of the finest creative minds in our business.
I was blessed to work with an extremely talented jury from the four corners of the world. We were on a mission to uncover brave ideas that didn’t conform to category conventions. We wanted to celebrate the revolutionary, the unconventional and the nontraditional -- fresh ideas that defied the status quo.
The following pages contain some of the most influential creativity in 2015. Innovative, beautifully crafted ideas that reshape the way the entire world thinks about brands and business.
The most contemporary, unorthodox thinking came from many parts of the world -Germany, France, Brazil, Australia, Spain, Argentina, Japan, United States, Sweden, Japan, Turkey, United Kingdom, Canada, Lebanon, Turkey and New Zealand.
The French, in particular, demonstrated a massive appetite for progressive thinking. The country produced an array of fascinating work, including Atlantic Group’s “37 Days”, Intermarche’s “The Freshest Orange Juice Brand,” and The Noemi Association’s “Eyes of a Child.”
On the final day of deliberation, the jury was joined by the next generation of creative leaders, around 25 ‘under 30’s’ from around the globe. These are young creatives who naturally challenge everything. People who are actively and passionately searching for new ways to evolve and grow this industry. They had the opportunity to sit in on the discussions, hearing first-hand various points of view that ultimately decided on the best ideas and execution of the year.
The Grand LIA was awarded to “Nazis Against Nazis,” the most involuntary charity walk in Germany.
For the first time in history, right wing radicals unwittingly took to the streets to protest against themselves.
This idea is groundbreaking, and so extremely clever.
Without the marcher’s knowledge, local residents and businesses turned the march into an involuntary walk-a-thon. For every meter the Nazis walked, 10 euros went to Exit-Deutschland, an initiative that helps people escape the extreme right-wing movement and start a new life.
The Neo-Nazis inadvertently helped raise thousands of euros for the Anti-Nazi charity during this right-wing rally in the German town of Wunsiedel. Its genius, was to use the very energy against you, for you.
While a great deal has changed, one thing hasn’t – the power of creativity.
“Nazis against Nazis” is a wonderful example of intuitive thinking.
The best ideas are the ones that are incredibly simple and rooted in beautiful human truths. In this new dynamic landscape, we have to keep creativity at the forefront of engagement because it remains the most valuable asset in business.
Finally, I would like to salute Barbara Levy and her remarkable team. Her investment in “Creative LIAisons” is an invaluable investment in our industry.
The 60 future creative leaders who were privileged to be in Las Vegas were treated to an education second to none. It was an immersive experience that I am sure will pay huge dividends in their personal development, as they rewrite the rules and take this industry to new heights.
The Las Vegas strip provided a stimulating backdrop to this year’s LIA Awards. With an endless supply of exuberant energy, it truly is a place unlike anywhere else in the world.
The week was a resounding success. Assembled in the Nevada desert were some of the finest creative minds in our business.
I was blessed to work with an extremely talented jury from the four corners of the world. We were on a mission to uncover brave ideas that didn’t conform to category conventions. We wanted to celebrate the revolutionary, the unconventional and the nontraditional -- fresh ideas that defied the status quo.
The following pages contain some of the most influential creativity in 2015. Innovative, beautifully crafted ideas that reshape the way the entire world thinks about brands and business.
The most contemporary, unorthodox thinking came from many parts of the world -Germany, France, Brazil, Australia, Spain, Argentina, Japan, United States, Sweden, Japan, Turkey, United Kingdom, Canada, Lebanon, Turkey and New Zealand.
The French, in particular, demonstrated a massive appetite for progressive thinking. The country produced an array of fascinating work, including Atlantic Group’s “37 Days”, Intermarche’s “The Freshest Orange Juice Brand,” and The Noemi Association’s “Eyes of a Child.”
On the final day of deliberation, the jury was joined by the next generation of creative leaders, around 25 ‘under 30’s’ from around the globe. These are young creatives who naturally challenge everything. People who are actively and passionately searching for new ways to evolve and grow this industry. They had the opportunity to sit in on the discussions, hearing first-hand various points of view that ultimately decided on the best ideas and execution of the year.
The Grand LIA was awarded to “Nazis Against Nazis,” the most involuntary charity walk in Germany.
For the first time in history, right wing radicals unwittingly took to the streets to protest against themselves.
This idea is groundbreaking, and so extremely clever.
Without the marcher’s knowledge, local residents and businesses turned the march into an involuntary walk-a-thon. For every meter the Nazis walked, 10 euros went to Exit-Deutschland, an initiative that helps people escape the extreme right-wing movement and start a new life.
The Neo-Nazis inadvertently helped raise thousands of euros for the Anti-Nazi charity during this right-wing rally in the German town of Wunsiedel. Its genius, was to use the very energy against you, for you.
While a great deal has changed, one thing hasn’t – the power of creativity.
“Nazis against Nazis” is a wonderful example of intuitive thinking.
The best ideas are the ones that are incredibly simple and rooted in beautiful human truths. In this new dynamic landscape, we have to keep creativity at the forefront of engagement because it remains the most valuable asset in business.
Finally, I would like to salute Barbara Levy and her remarkable team. Her investment in “Creative LIAisons” is an invaluable investment in our industry.
The 60 future creative leaders who were privileged to be in Las Vegas were treated to an education second to none. It was an immersive experience that I am sure will pay huge dividends in their personal development, as they rewrite the rules and take this industry to new heights.
Thank you Barbara.