Leo Burnett ventures to Zoomland for its first-ever virtual GPC
An unmatched passion for creative excellence has always driven Leo Burnett Worldwide’s Global Product Committee (GPC) wherein the network’s leaders gather to review and assess the year’s creative works. This time, however, rather than a meeting of the minds in India or Illinois, the GPC convened digitally.
Twenty-two Burnetters – representing creative, strategy, design and production – broke through 14 time zones to venture into unprecedented corners of the creative world: Zoomland. The three-day event marked the agency’s first-ever virtual GPC, and at the end of Day 3, the judges awarded three prestigious 8 Balls, thirteen 7s and forty-five 6s.
This year’s GPC was also special for another reason: it marked the global network’s first time measuring work against the recently refreshed 10-point HumanKind Scale. On the revamped scale, a score of 8 – dubbed an “8 Ball” – signifies work that is contagious. A piece of work that earns this prestigious score is defined as “an entertaining, participative, sticky idea that makes people share the brand globally.”
At the end of the week, judges awarded three campaigns this honor: Leo Burnett Chicago’s Kraft Heinz Country Time Lemonade “Littlest Bailout,” timely creative that celebrated little entrepreneurs everywhere; Leo Burnett Chicago’s CoorsLight “Clone Machine” that touched on the Zoom fatigue and offered relief from rigors of remote work ; and Leo Burnett Melbourne’s impactful BONDS “Out Now” campaign that took the commonplace fashion phrase, “out now,” and transformed it into an empowering message for LGBTQ+ youth.
And while these three secured a score of 8, there were 13 campagns across 10 global offices – Bangkok, Beirut, Chicago, London, Madrid, Melbourne, Sao Paulo, Toronto – that secured a score of 7. On the same refreshed HumanKind Scale, a 7 is labeled as inspiring – “a beautifully crafted, inspired, captivating, human-centered idea that matters to people.”
Additionally, forty-five campaigns were honored with a score of 6, which is defined as being “intelligent” or “an engaging thoughtful idea that rewards people for their time and attention.”
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