GLOBAL, MAY 17, 2013 – Leo Burnett Group Malaysia announced the launch of its FREELB project yesterday. FREELB aims to reward the Malaysian-registered entrant that offers HumanKind products or services, and which submits the most creative and compelling written or video brief, with a no-strings-attached brand campaign crafted by Leo Burnett Malaysia. The winning company will be awarded creative and strategic services worth RM100,000, geared at helping it put together a world-class campaign to create a HumanKind brand.
FREELB, says Leo Burnett, is one way the firm is giving back to Malaysian brands. Additionally, the project is also intended to help boost advertising standards in the country.
The HumanKind belief is a foundational one for Leo Burnett and serves as the source of the agency’s creative approach. This belief is a process of understanding people and the environment that advocates the creation of acts, ideas and experiences that matter. It aims to inspire work that strikes an emotional chord and which itself aims to modify people’s behavior.
In April this year, Leo Burnett’s Sydney arm launched its ‘Help from Leo’ marketing campaign, which took the form of a competition, offering one Australian startup business an opportunity to win up to $100,000 in creative and strategic advice from the agency. ‘Help from Leo’ offered a special cider, which harks back to Leo Burnett’s origins during the 1935 Great Depression in the United States and the allegory of the apple, as its hook.
