The objective was to create an engaging, engrossing 78th anniversary symbol that would encourage participation not just in Chicago but across all Leo Burnett offices worldwide. It needed a strong overriding theme to reflect the historical significance of Leo Burnett’s culture of creativity.

The phrase “78LB” brought to mind “78LP” and a concept was born -- about the circular nature of creativity through time, and how great ideas rise to the top, no matter the medium. To help bring this to life, we pressed an actual 78 RPM record, which served as the gift and the symbol of our anniversary, exemplifying how the more things change, the more they stay the same.

To help facilitate production, record label the Numero Group unearthed two rare Chicago recordings. The packaging was a modern interpretation of classic record design, with careful attention paid to every detail.

On the morning of the Anniversary, the “78LB” record was distributed to every Leo Burnett employee. To complement the two-track vinyl pressing -- and to deepen the experience for those without 78RPM turntables -- Leo Burnett released 78,000 digital downloads of 15 archival Chicago recordings provided through the Numero Group. These were then released to the general public to commemorate this significant day. Reactions from Leo Burnett offices around the world were overwhelmingly positive, and each celebrated the LB Anniversary in their own unique way.