Johannes Leonardo

Guinness, Johnnie Walker, Dove: How Great Brand Platforms Lead to Brilliant Executions

Asking Jan Jacobs and Leo Premutico, the co-founders of New York agency Johannes Leonardo, to name their favorite ads of all time was tricky. To them, great executions usually arise out of a larger concept or brand platform.

New York City FC’s First Brand Spot Is a Gritty Paean to the City It Calls Home

When Major League Soccer began play in 1996, those of us who lived in New York City had only one team to root for—the New York/New Jersey MetroStars. But despite their odd hybrid name, they were pretty solidly a New Jersey team. They played out at Giants Stadium, and those of us coming from Manhattan would often arrive late to games, as they never scheduled enough buses from Port Authority. Intentional or not, the indifference to fans east of the Hudson was palpable. That franchise has since cleaned up its act, and become the formidable New York Red Bulls. They still play in Jersey, though, at the Red Bull Arena in Harrison (which is, admittedly, a lovely stadium). But luckily for New York City fans, there's been another option over the past two seasons—New York City Football Club, a new MLS franchise that plays its home games at Yankee Stadium. NYCFC clinched its first MLS Cup playoff berth this past weekend, and is celebrating with a gritty new spot from Johannes Leonardo, its first-ever brand commercial.The poetic spot, called "Along These Lines," is as much a tribute to the city as the team—rallying New Yorkers to get behind their soccer team, using a theme of connection that's both literal (the subway system connects everyone, and of course stops at Yankee Stadium) and figurative.

Can Michael J. Fox Help This New Insurance Company Thrive With a Focus on Optimism?

Do you view insurance companies as soulless corporate monoliths powered by greed and shamefully disconnected from the customers they serve?Yeah, that's what a lot of us believe. And Sonnet, an online insurer launching today in Canada, aims to dispel such notions by flogging optimism in ads created by Johannes Leonardo.

How Millennials Are Helping This Agency Find the ‘Big Idea’

Specs Who Co-founders Leo Premutico and Jan Jacobs What Creative agency Where New York

Pharrell Got an Architect, Photographer and 2 Artists to Design Adidas’ New Sneakers

Bringing in artists to design limited-edition shoes is a no-brainer. But an architect and a photographer? That makes things a bit more interesting.Pharrell Williams, who was named to Adweek's Creative 100 this week in part because of his fashion design savvy, just announced a new extension of his Superstar line of Adidas shoes. It's called Supershell, and features designs from four disparate creators: Architect Zaha Hadid, an internationally recognized designer once selected by Time as one of the most influential people in the world. Her work includes China's Guangzhou Opera House, the London Aquatics Centre for the 2012 Olympic Games, and the Rosenthal Center for Contemporary Art in Cincinnati.  Japanese contemporary artist Mr., who brings an anime-inspired style to a wide range of artistic media and is, says Williams, "a master of depicting innocence." Photographer Cass Bird, who shoots fashion for a variety of major publications and has directed several branded videos for J.Crew, Wrangler and others. New York contemporary artist Todd James, whose career began with graffiti and grew into frequent gallery exhibitions and high-profile collaborations.The shoes aren't available for sale yet, but there's a placeholder page on Adidas' site, and you can get a sneak peek in the photos and videos below. Agency: Johannes Leonardo.

In a Busy Week, PlayStation Teases Games, Touts Streaming Service and Hires a New Agency

It has been a busy week for Sony PlayStation.

Ad of the Day: Sony PlayStation Vue Is the Stuff of Mind-Blowing Sci-Fi Fantasy

Wouldn't you?" is the salient question posed in Johannes Leonardo's first ad campaign for Sony's PlayStation Vue since the streaming TV service was announced in March (the agency was awarded the job last fall).

Adidas’ Hiring of 72andSunny Ends 180’s Long Tenure on the Brand

72andSunny's gain is 180's loss. The former has replaced the latter as lead global agency on Adidas' sports business.

Ad of the Day: Adidas Relaunches Superstar Shoe With Non-Superstars David Beckham and Pharrell

David Beckham, Rita Ora, Pharrell Williams and Damian Lillard are not superstars. Or at least, that's what they'll tell you in this dramatic new "#OriginalSuperstars" spot for Adidas.

Hoover, Dirt Devil and Oreck Tap Johannes Leonardo

Johannes Leonardo is getting into the floor care business.The New York agency has landed creative work for four TTI Floor Care brands, including Hoover, Dirt Devil and Oreck, as well as U.K.-based Vax. New work is expected next spring, according to a spokesman for the company.