Dig It! Get It!

Social Media

2012

Leo Burnett, Toronto
e: jesse.brook@leoburnett.ca
w: leoburnett.ca

To introduce a younger and more colorful generation to Cheer Detergent we created an online event that combined YouTube, Facebook, fashion and gaming. Cheer co-created an interactive music video with the band Strange Talk. The video had thousands of colorful hidden rewards that people could click and get. The item was then mailed to them. The goal was to spread color and colorful things in a way that would appeal to a younger generation.

Chief Creative Officer: Judy John
Creative Direction: Judy John, Heather Chambers, Lisa Greenberg
Group Creative Director: Kelly Zettel, Sam Cerullo
Copywriting: Steve Persico, Kelly Zettel, Jennifer Smith
Art Direction: Anthony Chelvanathan, Sam Cerullo, Mark Nilsen, Sean Perkins, Eugene Bak
Music/Sound: Strange Talk
Director: Radical Friends
Production Company: Spy Films
Editor: Luke Lynch
VP Head of Broadcast/Producer: Franca Piacente
Director of Creative Technologies: Felix Wardene
Digital Producer: Jacqueline Adediji
EVP, Managing Director: Kim Koster
Group Account Director: Wendy Dixon
Account Director: Natasha Dagenais
Account Supervisor: Dan Koutoulakis
SVP, Planning: Brent Nelsen
Planner: Christina Boldt
Associate Director of Project Management: Cimmeron Kirk
Ad Agency: Leo Burnett, Toronto
Client: Procter & Gamble - Cheer