Leo Burnett takes out the Rigg Design Prize 2022 for its ‘Can creativity make you bleed?’ campaign
Last night at the NGV’s Ian Potter Centre in Melbourne, Leo Burnett was awarded the 2022 Rigg Design Prize, beating out competition from Australia’s top creative agencies.
The Publicis agency’s ‘Can creativity make you bleed?’ campaign used a real-time experiment to find out which human emotion is most likely to get people to donate blood.
Montgomery and Ferguson collecting the award at the Ian Potter Centre, NGV
In an event hosting competing agencies including Clemenger BBDO Melbourne (now Australia), DDB Group Melbourne, Frost Collective, Gilimbaa, TBWA\Melbourne, Thinkerbell, The Royals, CEO of Leos, Emma Montgomery and executive creative director, Andy Ferguson collected the award in front of a full atrium.
As part of winning the 2022 Prize, Leo Burnett was also awarded $30,000.
This year’s NGV Rigg Design Prize challenged the agencies to showcase the power of creativity and its potential to shape who we are and the world we live in. Each was given five channels to present its idea across: social media, a billboard, street furniture, a street poster, and a digital screen.
Leo Burnett’s experiment looked to see if joy, anger, sadness, fear, or disgust would be the most effective emotion in motivating people to donate blood.
Ferguson said on the campaign: “Leo Burnett once said that ‘creativity has the power to transform human behaviour’. So we saw this brief as an opportunity to prove the potential of creativity, by actually motivating people to do something tangible and positive. Hopefully, we’ll not only inspire people to give blood, we will also gain valuable data on how we can best motivate them. It’s like an incredibly elaborate focus group.”
Tony Ellwood AM, director, NGV, said: ‘This year’s Rigg Design Prize has tasked some of the nation’s top communications agencies to highlight the role of creativity in creating a better world. This exhibition highlights the incredible creativity that empowers advertising and communication design, a discipline which is seldom celebrated in public art institutions. Leo Burnett Australia joins previous Rigg Design Prize winners in showing the power of design and creativity to spark real and meaningful change, not only to human perceptions, but also behaviour.’
The work was judged by a panel including Beatrice Galilee, co-founder and executive director of The World Around, Ewan McEoin, senior curator of contemporary art, design and architecture, NGV and Morry Schwartz, founder of Schwartz Media. The judging panel selected the winner based on a clear strategic approach, an original and compelling idea, plus the capacity for impact.
Montgomery was appointed CEO of Leo Burnett Australia in mid-2021 following the departure of Melinda Geertz. This came shortly after Montgomery returned from Los Angeles, where she wad global co-chief strategy officer of TBWA\Worldwide.
Ferguson and his creative team pick up the win after taking home a Grand Prix at the Cannes Lions this year for the ‘One House’ campaign with Suncorp.
The exhibition will be displayed until 29 January 2023 at The Ian Potter Centre: NGV Australia at Fed Square, Melbourne, Australia.
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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