Leo Burnett - The Intern of Bloor Street
Leo Burnett Toronto needed to attract top young talent by showcasing its unique and positive agency culture. The client aimed to counter industry cynicism and convey that working at Leo Burnett was exciting, rewarding, and fun for aspiring advertising professionals.
Creative Idea
It showed agency life through an intern's exaggerated, enthusiastic first-person perspective.
Leo Burnett celebrated the vibrant, rewarding agency life by humorously exaggerating an intern's wide-eyed, enthusiastic first-person account of his initial days, effectively countering industry cynicism and attracting fresh talent with an authentic, positive portrayal of its culture.
The Magic of Free Slab Cake and PDFs
A Love Letter to the Grind
The campaign became a viral sensation within the global advertising community, amassing over 50,000 views on the industry channel *LLLLITL* and gaining significant traction on LinkedIn. By moving away from self-important agency reels, Leo Burnett Toronto reinforced its reputation as a "human-centric" workplace. The film’s success was rooted in its relatability, specifically targeting the Toronto creative scene to boost internal morale and recruitment.
Authentic Chaos on Bloor Street
To maintain total authenticity, the production was shot on location at the actual Leo Burnett Toronto office at 175 Bloor Street East. Director David Hicks and production house Skin & Bones utilized the real agency environment to capture the frantic energy of "the pitch." The character of Andrew Kutchminsky, played by Andrew Markowiak, was specifically designed with a "mouthful" of a name to emphasize his initial anonymity within the massive agency hierarchy.
The Soundtrack of Naive Enthusiasm
The film’s nostalgic, upbeat score was produced by Eggplant under Music Director Rocco Gagliese. This track provided a sharp comedic contrast to the mundane "grind" of the intern’s tasks. Key industry "Easter eggs" included the recurring gag of people shouting for a PDF and the intern’s genuine, profanity-laced excitement over "f*ing slab cake"** in the breakroom. As the intern famously noted, the realization that he could get "free shit" like muffins, pens, and booze was the exact moment he knew he was in the greatest business ever.
Creative Strategy Deconstructed
Company
Leo Burnett credibly delivered a vibrant, supportive, and fun agency culture, emphasizing employee perks and creative freedom.
Category
The advertising category often portrays a jaded, high-stress, and demanding work environment, sometimes losing its initial spark.
Customer
Aspiring advertising professionals desired an exciting, inspiring, and rewarding entry into the industry, seeking passion and genuine perks.
Culture
A cultural trend of increasing cynicism towards corporate work and a desire for authentic, positive workplace experiences resonated.
Company
Leo Burnett credibly delivered a vibrant, supportive, and fun agency culture, emphasizing employee perks and creative freedom.
Category
The advertising category often portrays a jaded, high-stress, and demanding work environment, sometimes losing its initial spark.
Strategy:
Reframe the perception of a demanding industry by highlighting its unexpected joys and authentic employee experience.
Customer
Aspiring advertising professionals desired an exciting, inspiring, and rewarding entry into the industry, seeking passion and genuine perks.
Culture
A cultural trend of increasing cynicism towards corporate work and a desire for authentic, positive workplace experiences resonated.
Strategy:
Reframe the perception of a demanding industry by highlighting its unexpected joys and authentic employee experience.
Strategy Technique
Exaggerate to Reveal the Truth
The campaign amplifies an intern's initial excitement and perks to an almost absurd degree. This exaggeration effectively highlights the genuine, positive energy and benefits of working at Leo Burnett.
Explore Technique
Creative Technique
Story-Driven Campaign
The campaign unfolds as a compelling narrative from an intern's perspective, guiding the audience through his exciting first days. This personal storytelling makes the agency's culture relatable and engaging.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its use of editing and sound design to build a compelling and humorous narrative, perfectly capturing the intern experience in an advertising agency.
The rapid-fire cuts and rhythmic editing during the 'popular' and 'free food' sequences brilliantly convey the fast pace and overwhelming nature of agency life and its perks, while longer takes establish character and emotional beats.
The punchy sound effects, synchronized with visual gags and the dynamic music, amplify the humor and energy, particularly the repetitive 'mark this up' requests and the intern's excited exclamations about free items.
The voiceover narrative is witty and relatable, chronicling the intern's journey with self-deprecating humor and aspirational moments, effectively building a connection with the target audience.
The driving, indie-punk soundtrack sets an energetic, slightly rebellious, and fun tone throughout, perfectly aligning with the youthful, dynamic spirit of the advertising industry portrayed.
The brilliant synergy between the sharp, quick-cut editing, the comedic voiceover, and the energetic music creates a highly engaging and memorable portrayal of agency life.
