Leo Burnett London was seen by some as having a low profile and perceived as a big, safe, traditional ad agency. The task was to challenge people’s perceptions and create a buzz both internally and externally by attempting something never done before – the staging of a one-off performance of the West End Production of Saturday Night Fever at London’s biggest theatre, featuring specially written live ads before the performance, and written into the main body of the SNF script itself. In the end, 13 Leo Burnett clients had one or more bespoke ads written and performed as part of the show.

The ‘Worst Idea’ was a one-off event intended to entertain and challenge its audience, while raising the profile and changing the perception of Leo Burnett London. An awareness campaign was launched prior to the night. We created a website, www.worstidea.co.uk, where information could be found and tickets purchased. We sent out two viral films via the internet. We put an ad in the UK trade press, Campaign magazine and generated positive PR for both the agency and the event in the national and trade press and on national and local radio.