Agency Network: 
April 2008
Young Lions:  Pigeon


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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Highest Rated

Guest's picture

Advertising needs more doers than talkers guys!!!so shut up

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:

Activity Score 12
Creative Director at Ads of the World
klaussnow's picture

The only reason I feel in the least bit offended is because of a letdown of a follow-up,

just saying, jeez, string us along better next time guys...

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 2784
Art Director at Grey Brazil |

Guest's picture

Advertising needs more doers than talkers guys!!!so shut up

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