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When Leo Burnett won the Magazine Publishers of America’s $100,000 prize and the Kelly Award for General Excellence for its Altoids print campaign, it looked for a way to thank the client.
Those “curiously strong mints” required an appropriately curious tip of the hat, and Burnett found one.
During the early morning hours of April 28, 100 plastic penguins were placed along the drive leading to the Northbrook, Ill., headquarters of Kraft Foods, parent of Altoids maker Callard & Bowser-Suchard.
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