Agency Network: 
April 2008


We were asked to develop a print campaign for Young Lions Brazil. Instead of doing it, we created a campaign that started secretly on the internet, generated a lot of buzz an then became the print ads.

Secretly, we created bad and non sense fictitious ads and posted them on the main advertising websites in Brazil and the world. The ads caused all kinds of comments: criticism, compliments, and theoretical analysis. In just 10 days, more than 400 comments were posted on the ads and some other sites provided spontaneous emphasis about them. With the fictitious ads and their comments we made our print ads. The tagline was: Advertising needs more doers than talkers.

We needed to engage the best young advertising professionals to the project. This audience accesses advertising sites and make comments on these sites every single day. So, in order to get them interacting with our campaign, to get them fished by the campaign, we created ads that estimulated them to post comments on these sites.
There was a 40% increase in the number of subscriptions, in addition to the debate on the anonymous comments on the internet. Advertising sites, newspapers and TV programs highlighted the campaign. A huge discussion about the strategy and the message was started.

Digital advertisement created by Leo Burnett, Brazil for Young Lions, within the category: Professional Services.


Advertising needs more doers than talkers.

Advertising Agency: Leo Burnett Brazil
Creative Director: Ruy Lindenberg
Art Director: Alessandro Bernardo
Copywriter: João Caetano Brasil
Photographer: Lúcio Cunha
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ivan's picture

I have to say I don't fully agree with the campaign, but I wanted to help the guys in Brazil in their project, so I cooperated. Sorry from all the people who feel offended by it in any way.

Here is the original ad:

Creative Director at Ads of the World
A.G. Pennypacker's picture

I'm not offended, I just feel duped. Not to mention I think what they did is pretty hypocritical. And perhaps maybe you should feel duped as well Ivan. What the hell are they trying to say, we're wasting our time commenting when instead we should be making ads? And that sites like your should be shut down? (but obviously it's ok for them to use you for their own selfish purposes.) What the fu*k?

A.G. Pennypacker
Activity Score 607
I'm a full-time somebody at a world-wide agency and a wealthy American industrialist looking to open a silver mine in the mountains of Peru.
ivan's picture

I know, this is exactly how I feel and I was afraid members will too. There is nothing wrong with commenting for the sake of helping students evaluate work better or to simply socialize. We're social being at the end of the day, aren't we? Theorizing about ads makes us smarter. Saying stop talking about it and start working is like telling a wine connoisseur to stop talking about fermented drinks and just keep drinking it. Evaluation is part of the creation process. Of course going overboard isn't good, but that's true for everything. :)

Creative Director at Ads of the World
klaussnow's picture

this would have been a sweet viral, if the payoff wasn't sooooo weak.

Activity Score 1645
Art Director |

... its already been done...

theanc's picture

The whole campaign sounds like someone was angry for having his ads criticizes to death in sites like AotW and managed to have a revenge. The copy "Advertising needs more doers than talkers" sounds totally envious to me.

Activity Score 2783
Art Director at NBS / Dentsu Aegis Network |

Guest's picture


Guest's picture

Funny, hits all the losers arround here.

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