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Global

8 Ball Roundup: 4Q15

A collection of 8 Ball GPC work from the fourth quarter

This week, the first quarter GPC of 2016 will take place in Madrid, Spain. In honor of the new session, here is a roundup of 4Q15’s 8 Ball GPC work from offices around the globe.

Follow @TheLBGPC on Twitter for real-time updates from the GPC room.

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Tourism Authority of Thailand’s “Pray For Anna,” GPC Rating: 8

Meet Anna. A beautiful, young tourist who, 24 hours after arriving in Thailand, is now completely paralyzed, unable to speak or move. What dangers lurk in Thailand?

Let’s rewind.

In the Tourism Authority of Thailand’s short film, “Pray for Anna,” we learn that our traveler comes to Thailand to visit her boyfriend, sightsee and, of course, indulge in delicious cuisine. Quickly, though, her journey takes an appetizing, yet shocking turn. Overwhelmed by the hundreds of food vendors, street markets and restaurants, Anna ends up eating, in the words of one vendor, “like a monster.” After devouring plates of grilled pork, fried meatballs, noodles (and the list goes on), Anna is diagnosed with “Jawbone Syndrome” and is left in a food coma. Read more.


Chicago Ideas’ “Put The Guns Down,” GPC Rating: 8

Gun violence in Chicago is at an epidemic level, with the city enduring a record-breaking number of shootings over the past year. In attempt to battle this troubling trend, Chicago Ideas and the agency created the “Music Vs. Gun Violence” campaign.

An interactive music video called “Put the Guns Down” was produced featuring well-known hip-hop artists such as Common, King Louie and Lil Herb. The video called for people to add their voices and lyrics to the music video, which generated substantial user-generated content and public support. Read more.


McDonald’s All Day Breakfast “We Hear You,” GPC Rating: 8

On October 6, 2015, Leo Burnett Chicago helped McDonald’s roll out its All Day Breakfast menu across the country. The agency’s campaign comprised several TV spots that captured real-life social posts from Egg McMuffin enthusiasts when they heard the news.

The public devoured spots like “We Hear You” and “Celebration,” boosting McDonald’s sales and its ranking on the YouGov BrandIndex hit all-time highs. Read more.


WWF’s “Just,” GPC Rating: 8

WWF’s The Living Planet Report 2014 highlights the toll our everyday lives has on the natural world. The report reveals that humanity’s demands on Earth is now 50 percent greater than what the planet can renew, and that Australia has one of the largest ecological footprints per capita. So Leo Burnett Sydney and WWF-Australia came together to bring back the basics.

The campaign aims to show people that a small change can help make a big change for the planet. The effort encourages people to replace wastefully packaged household products with simple, environmentally friendly alternatives. Read more.

Campaigns “Reword” by Leo Burnett Melbourne and “Stabilo Note” by Leo Burnett Jakarta also scored 8 Balls.


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.