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Global

8 Ball Roundup: February 2018

A collection of the best work from the GPC

The first Global Product Committee (GPC) of 2018 was recently hosted by Leo Burnett Detroit. At each session, a group of leaders from our global offices gathered to judge and debate more than 600 pieces of work based on Leo Burnett’s 10-point HumanKind scale. When a piece of work is awarded the 8 Ball – our gold standard — it means the idea and execution have changed the way people think and feel. Below is the roundup of work that earned an 8 Ball at GPC Detroit.

OOH Ambient

McDonald’s Italia “McDelivery Shelter”

To help launch McDonald’s McDelivery service in Italy, Leo Burnett Milan helped transform bus shelters into Mini-McDonald’s with an interactive touch screen allowing people to order and receive their food in minutes.

Leo Burnett Bogota worked with Club Colombia to light up one of the most dangerous rural roads in the country. The campaign, titled “Light for Lives,” helped solve a major issue as families traveled home during Christmas time.

Finally, Leo Burnett Israel paired with the non-profit organization, Access Israel, to replace disabled parking signs with pictures of real people. The “People. Not Symbols” campaign humanized the parking signs and generated effective results almost immediately.

Design

Corona - Name Change - Image
Corona “Name Change”

After a massive earthquake struck Central Mexico, Corona and Leo Burnett Mexico launched a campaign to call on volunteers to unite and face the tragedy together. The collaboration resulted in the printing of three million limited-edition Corona Extra cans rebranded as “Mexico Extra,” while also including the words “Simpre Hemos Podido” (“We Have Always Been Able”).

Meanwhile, Turner Duckworth was awarded an 8 Ball for its work designing an anamorphic application of D&AD’s logo to challenge perception, engage viewers and encourage them to solve the visual puzzle.

Direct

Falabella “The Catalog That Everyone Wants”

Instead of a traditional catalog, Falabella worked with Leo Burnett Bogota to create and distribute kits with different designs of wrapping paper featuring all of Falabella’s Christmas offerings.

Film

du “#PostWisely”

The highest score awarded at this GPC went to Leo Burnett Dubai’s latest work for du, which tackles another problematic human behavior in the world of social media. The campaign is the second iteration of the highly successful #PostWisely campaign, featuring shocking films that ask viewers to think, “if it was your life, would you share it?”

Dia and Leo Burnett Madrid produced a memorable film featuring a couple moving into a new home, surrounded by an abundance of shopping bags with Dia’s iconic percentage sign printed across.

Danielle” builds on the beautiful human truth, “there’s no greater prize than sharing,” as Leo Burnett Madrid delivers another stunning film for the Spanish Christmas Lottery. Directed by Oscar-winning Alejandro Amenábar, this film follows an interstellar love story, filled with hope, love and a lottery number that forever binds Daniel and Danielle. This enchanting story demonstrates the best part of the Spanish Lottery — sharing with the ones you love.

Leo Burnett Thailand’s “Frank Talk,” created for TQM Insurance Broker Co., is an impeccably executed piece of film for a really difficult category. The “honesty is the best policy” couples with brilliant performances to deliver information, which otherwise would have been dry and boring, in an engaging way that doesn’t feel like advertising.

Finally, Leo Burnett UK’s “Carrot Stick” sparks a sense of blissful nostalgia among McDonald’s patrons, reminding us of the little moments of magic that come with the holidays.

Integrated

McDonald’s UK, “Reindeer Ready”

Continuing on its mission of preparing the UK for the holidays, McDonald’s UK teamed up with Leo Burnett London to create an interactive and engaging campaign across multiple platforms. By building upon the film “Carrot Stick,” McDonald’s helped get the country “Reindeer Ready” for the 2017 Christmas season. From TV ads to in-store reindeer treats to snap filters all the way to a virtual reality reindeer, this campaign represents the best integrated marketing has to offer.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.