Leo Burnett started his agency in the Great Depression. People said he’d fail and be selling apples on the street. For the next 87 years, apples have been in every Leo lobby around the world — until the pandemic.

The challenge? Keep the spirit and the tradition of the apples alive when the agency and industry needed it most, and show our clients just because you couldn’t come into Leo’s offices, what makes us, us, wasn’t going anywhere.

The objective? Create a moment for the industry to celebrate all the hard

work and creativity over the pandemic. To celebrate everything we’d all worked through as a whole vs. the usual competitive nature.

We took the apples that would normally greet our industry in our lobby and turned them into a cider that we could send to their homes.

We took the apples that would normally greet our industry in our lobby and turned them into a cider that we could send to their homes.

The can design used minimalistic deconstructed apples to link to the idea of taking our lobby apples and deconstructing them into cider — breaking them down but then re-imagining them as something new: cider.

A run of 20,000 cans was created. Cider was given away to everyone in the creative industry during a virtual event. People could scan a QR code and a collection of the can would be delivered.