Leo Burnett goes "over the top" with CLIO ads

02/26/2013 | Adweek

Leo Burnett's ads promoting this year's CLIO Awards take an approach that's targeted at the creative spirit the awards represent, using fanciful, made-up "statistics" and arresting images. "We had an idea for more serious statistics about things in the industry. But then we realized we could make it funny and over the top," said the agency's Doug Burnett. The print ads feature a champagne bottle and a Chinese-food takeout box, among other examples, sliced up to illustrate the percentage-based statistics.

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