TURNING THE TABLE: STEVE PERSICO
A LOOK AT AMAZING WORK BY OUR ADVERTISING AWARDS JUDGES
February 11, 2022
Steve Persico is a writer, builder, snacker, sketcher, cleaner, and the Co-Chief Creative Officer at Leo Burnett in Toronto. He has been reaching for the stars with Leo since 2005. His passion for creativity in all forms has helped Leo Burnett earn an international reputation as a place for world-changing thinking. As part of Leo’s Global Product Committee, Cannes Lions judging panel, and the Miami Ad School Toronto Board, he’s been able to share his passion for the work.
We thoroughly enjoyed having Steve share his passion with us as one of our 2021 Advertising Awards judges, and asked him to share a recent project he was chuffed with. Check it out below.
Could you provide us with a brief description of the campaign?
To introduce Campbell’s Broths to a younger target and show off the range and quality, we turned broths into Brothtails. We partnered with bartenders to create mixed drinks with Campbell’s Broths as an ingredient and then shared the recipes in social and CampbellsBrothtails.ca Are they delicious? Yes.
What were some unique features of the campaign?
An iconic brand with products that have been part of dinner time for generations now has a whole new role in people’s lives.
Why is this particular project a fave?
We’re building a Leo Burnett that goes beyond advertising, and this is a great example of what we can do for brands: Reinventing what they offer people, opening new business opportunities, creativity with no boundaries.
We greatly appreciate Steve sharing his time and expertise with us, you can see more of his and Leo’s work at the newly redesigned LeoBurnett.ca.