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Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer


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1Q16 GPC: Razvan Capanescu, Vincent Geraghty and Bechara Mouzannar Share Their Favorite Work

We asked the three executives to share their top picks from the Global Products Committee

Razvan Capanescu (Leo Burnett Romania), Vincent Geraghty (Leo Burnett Chicago) and Bechara Mouzannar (Leo Burnett MENA) shared their favorite work from the 1Q16 GPC with us, and had a hard time narrowing it down to one answer.

See below for more on Leo Burnett’s Global Products Committee.


Razvan Capanescu – Chief Creative Officer, Leo Burnett Romania
I have to declare upfront that I like a sweet dilemma – I’m having a terribly hard time choosing between two amazing options. In this case, two world-class campaigns: The “Doppelgängers Tourists” from Lapiz in Chicago, and the Loteria de Navidad “Justino” from Leo Burnett Madrid. And that’s just choosing two out of around 30 top-notch ideas that we have on the final list of 7+ and 8 Balls. Such a strong and inspiring body of work!

“Justino” has such an emotional power, so well dosed and built up, that it’s very hard to watch it without a box of tissues near by. And the message is delivered via an impeccably crafted execution that we all agreed to call it “Pixar level.”

“Doppelgängers Tourists” also exudes Humankind. A truly, truly memorable film, making a powerful demonstration of how positively a brand can insinuate in one’s life. And what an impact we can have in the name of our clients if we treat people more like citizens and less like consumers. The freshness of the idea, the discreet humor and the emotional wrap-up makes it one campaign for the books, I think. It’ll be used as reference for many years to come.

So, please forgive me if I let you with a sweet dilemma now. But maybe such a divine hesitation shouldn’t be settled. Sometimes the podium is shared and I applaud them both whole-heartedly.

Vincent Geraghty - Executive Director of Production, Leo Burnett Chicago
The first quarter 2016 Madrid GPC was inspiring to attend. A prolific GPC, with seven 8 Balls and 32 7+’s. It’s hard to pick one favorite from this body of work that included our GPC Madrid host’s amazing “Justino” integrated campaign for The Spanish Lottery. “Justino,” the animated story that rivals the craft of any Pixar full-length feature. “Put the Gun’s Down” for Chicago Ideas Week and “Shot in Chicago” for Off the Street Club focused an emotional lens on the all-too-real gun violence plaguing Chicago and the United States. Brook’s “Rundead” film, with it’s high production value and brilliant misdirect within a zombie story line, is flat out entertainment. And Leo Burnett Lisbon’s Brisa National Highways “Striking Lesson” film takes on a teen’s first driving lesson with emotion, insight and thought-provoking directness.

But there was one integrated campaign that reminded me how important it is to put every ounce of energy into the craft and execution of an idea, regardless of platform. Leo Burnett Beirut’s “The Language of Wine” for Chateau Ksara Vineyards is a beautifully told brand story brought to life through illustration and custom typography. The custom font takes us on a journey through the brand’s history from Roman times to modern day. Each letter and number tells the story through the illustrated imagery buried within the font. The campaign includes a film, sales material and packaging executed at the highest level. I love the detail in the product labels, illustrated with double-sided drawings that tell a story to the pourer and the recipient of the wine. In the current environment of getting more produced for less at a faster pace, the Ksara story reminds me how important the execution is to a creative idea’s success.

The GPC has always solidified the idea that Leo Burnett is the sum of what we create, craft and produce. And this quarter’s GPC made me very proud to be part of that equation.

Bechara Mouzannar – Chief Creative Officer, Leo Burnett MENA
The most daring and innovative piece of work in this GPC, in my humble opinion, is a beautiful story created by Lapiz in Chicago for the Mexican Tourism Board (“Doppelgängers Tourists”), a totally unexpected immersive invitation to travel through a never-seen-before “gemellity” experiment. This is a big idea and a stunning experience. The nicer thing about it is the potential of inspiration, yet untapped, behind this execution.

In this hectic world — made of reality and virtuality — where we all live, this campaign sets a new benchmark in bravery and poetry in storytelling. It also lets you challenge your own self in such an interactive way. Exactly the kind of act that does not have to necessarily happen in a huge public square or on a big avenue, but in the intimate life of everyone.


The first-quarter GPC, comprising the top creative leaders from Leo Burnett Worldwide, met in Madrid to evaluate work from around the global network using the agency’s 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.)