Dig It! Get It!

Social Media

2012

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

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

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.