The Work 2024 Contenders: Leo Burnett Australia

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is Leo Burnett Australia’s Top 3.

Diageo – Johnnie Walker: In Her Boots
Leo Burnett Australia
Developed in partnership with the AFLW, Johnnie Walker’s ‘In Her Boots’ campaign gave fans a completely new way to experience a brand sponsorship – creating wearable pieces of history in the form of five unique pairs of boots which were able to be experienced by fans online and given to real AFLW players. One pair of boots also became ingrained in the game itself as an official AFLW Award. In Her Boots walked the idea of sponsorship further by creating not just a product, but a permanent record of the women’s game.

Diageo – Bundaberg Rum: The Wedding That Fans Built
Leo Burnett Australia
Bundaberg Rum is one of the most beloved alcohol brands in Australia’s heartland. And Australia’s heartland is home to some crazy, crazy people. The kind of people most wouldn’t trust to plan the biggest day of their life. So, we launched a social media campaign offering rum-lovers the chance to have their wedding at our rum distiller. But not just any wedding. A wedding where Every. Single. Detail. would be planned by the 400,000 members of our Facebook and Instagram pages. The cake? A polar bear, like our mascot. The vows? Ghost-written by thousands. The groom’s haircut? Obviously, a mullet. Every detail, down to the ‘candelier’ (a giant chandelier made with 200 cans of rum), was crowd-sourced via our social community – one of the most passionate fan bases in the country

Diageo – Johnnie Walker: Debutante Ball
Leo Burnett Australia
Despite being home to one of the biggest celebrations of Pride on the planet, many queer Australians have never attended The Sydney Gay and Lesbian Mardi Gras.

As a proud partner and official sponsor, Johnnie Walker wanted to help people take their first steps at Mardi Gras in 2024. So, we subverted the most iconic coming out tradition there was – The Debutante Ball – and gave it a big. fabulous twist. Using icons of the first ever Mardi Gras, we invited LGBTQIIA+ Australians to attend their first ever Pride experience. We heard from thousands who had never attended for nuanced and often heartfelt reasons. and selected a diverse group spanning the length and breadth of the country, to come and make their debut with us in style. We transformed an iconic queer landmark in Sydney, The Kinselas Hotel, into a grand queer themed ballroom where our ‘Debs’ were announced to the community at large.

The Debutante Ball made international and national headlines and generated more than 300 million earned impressions and 100% positive sentiment.


The deadline for Campaign Brief’s The Work 2024 is Monday May 13. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your company has entered The Work and would like to showcase your Top 3, email