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Welcome to the Leo Burnett Detroit website.


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Welcome to the Leo Burnett Detroit website.


The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its “product” cannot be turned out on an assembly line
— Leo Burnett
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Buick


Buick


Despite a modern new lineup, Buick couldn’t shake the proverbial “grandpa car” label. We created honest, funny and even self-deprecating work to tell a younger audience about Buick’s more inviting take on luxury.

This fresh approach has helped make Buick one of America’s fastest-growing luxury automotive brands.

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United Way


United Way


As a large national charity, everybody knows the United Way. But, aside from their (largely outdated) staid corporate image, nobody seems to know what they actually do. Enter the Chief Explaining Officer, starring comedian and native Detroiter Keegan-Michael Key. As the new “CEO” of the United Way for Southeastern Michigan, he demonstrates the organization’s mission with intrigue, surprise and humor via a fully integrated campaign that makes the United Way brand approachable like never before.

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Chevy Silverado


Chevy Silverado


The full-size pickup segment is a highly competitive dog-eat-dog world. Truck guys are familiar with every truck brand and are accustomed to fact-laden advertising. We needed a breakthrough idea that transcended the typical “truck talk.” The quest became to honor truck owners by recapturing the soul of the category: A truck as strong as the character of the men and women who drive it.

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GMC


GMC


What do you do with a brand that has one of the longest-standing automotive taglines, yet nobody knows what it stands for? You stop talking about trailer sway control and start talking in more human terms. You aim less for the head, and more for the heart.

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ACDelco


ACDelco


ACDelco’s strength is also its weakness; it’s a ubiquitous brand that people, especially those younger than 35, don’t really have on their radar. So we created a series of web films that spotlighted relatable, interesting people who are passionate about independent auto repair and the ACDelco brand.

MBIE

SITE REDESIGN

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Certified Service


Certified Service


Vehicle maintenance is a necessary evil. Like a dentist appointment, people are only happy once it’s over. Even a simple oil change is inconvenient, expensive and can run the risk that you might learn you need a lot more than just an oil change. So how do you get people feeling positive about a necessary evil? We did it by demonstrating our brands’ current positioning in truly unexpected ways. With Certified Service, if you’re expecting to feel uneasy about auto service, think again.

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DETROIT INSTITUTE OF ARTS


DETROIT INSTITUTE OF ARTS


The preeminent museum in Detroit is entering a new chapter in its life. The threat of having to sell its art because of Detroit’s financial problems has been removed and the Detroit Institute of Arts wants to appear vibrant and part of the city’s conversation. So we began our relationship with the DIA with a conversation of sorts between the artists, Diego Rivera and Frida Kahlo.

ARRIVE/DEPART

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GM Certified Pre-Owned


GM Certified Pre-Owned


For most people who are shopping for a used car, reliability is often more important than price. So we introduced a campaign centered on trust, supported by the rational benefits that only a Certified Pre-Owned vehicle can bring. Using wry humor and a sophisticated look to elevate the brand, the results speak for themselves: Chevrolet-Buick-GMC Certified Pre-Owned vehicles are now the top-selling brand in the category.

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Troy Library


Troy Library


Troy, Michigan, couldn’t afford to sustain its library, so it scheduled a vote for a tax increase. A strong antitax group waged a dominating campaign against it. Forming our own political group, we posted signs around town that said, “Vote to close Troy library Aug. 2, book burning party Aug. 5.” We drove voters to our Facebook page, adding Twitter, Foursquare, fliers and more to increase engagement. The campaign became international news as outcry over the idea of burning the library’s books drowned out the opposition and galvanized support for the library – and the ballot for a tax increase won by a landslide.

BOOK BURNING PARTY

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Bizdom


Bizdom


At Leo Burnett, we’re constantly working toward rejuvenating and revitalizing Detroit, a commitment that resonated with Bizdom, a family of companies that work with promising Internet startups and cutting-edge digital marketing ventures to help renew the cities of Detroit and Cleveland. We were tasked with taking Bizdom’s vision forward for three of its new ventures: Food Junky, Cookie and Visify.

FOOD JUNKY


COOKIE


VISIFY

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Envo


Envo


Envo is natural spring water in a cardboard container, making it a more eco-friendly choice than plastic water bottles. However, it’s still a disposable container in a world of truly reusable options. So we decided to take the honest approach. By choosing Envo, we can all do (a little) good for the environment.

DO A LITTLE GOOD

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AWARDS? yes.


In the last several years, we’ve been lucky enough to be recognized for our outstanding creative work locally, nationally and internationally. In no particular order, we’ve picked up 7 Cannes Lions (2 gold); 6 Clios (2 gold); 6 New York International Advertising Awards (including a gold); 3 Andys; 3 gold Effies; 3 LIAs; 2 One Show Pencils; recognition from the D&AD and AICP; 3 Epicas, including a Grand Prix; 2 Nielsen Effectiveness Awards; Nielsen Luxury Brand Campaign of the Year (2 years running); the Clio/Facebook Integrated Media Award; an OBIE; and more than 30 D Show Awards, including 2 Best of Category and the 2014 Best of Show.

And something called the Pioneering Spirit Award from our friends at Cutty Sark.

AWARDS? yes.


In the last several years, we’ve been lucky enough to be recognized for our outstanding creative work locally, nationally and internationally. In no particular order, we’ve picked up 7 Cannes Lions (2 gold); 6 Clios (2 gold); 6 New York International Advertising Awards (including a gold); 3 Andys; 3 gold Effies; 3 LIAs; 2 One Show Pencils; recognition from the D&AD and AICP; 3 Epicas, including a Grand Prix; 2 Nielsen Effectiveness Awards; Nielsen Luxury Brand Campaign of the Year (2 years running); the Clio/Facebook Integrated Media Award; an OBIE; and more than 30 D Show Awards, including 2 Best of Category and the 2014 Best of Show.

And something called the Pioneering Spirit Award from our friends at Cutty Sark.