The Power of Positive Word Choice

See the Opportunity is a new Firefox plugin developed by Leo Burnett’s Lisbon office.
When installed, the plugin removes the word “crisis” from web pages viewed in the Firefox browser and replaces it with the word “opportunity.”
“We want to help make the world a better place and that is an opportunity for sure,” says Chacho Puebla, Leo Burnett’s executive creative director.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.