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‘37 Days’ Film Proves ‘Heat Is Life’

Leo Burnett Paris, Atlantic Group pockets an 8-ball from 3Q15 GPC

Leo Burnett Paris' breathtaking documentary film “37 Days” for European heating company Atlantic Group was heavily commended and awarded at the 2015 Cannes Lions International Festival. But the praise did not stop there. The agency was recently honored with an 8-ball from the 3Q15 GPC for its awe-inspiring work.

Atlantic Group’s “37 Days,” GPC Rating: 8

Based on the insight that many people perceived electric heating as weak, the agency embarked on an ambitious mission to create an artistic performance. To help the Atlantic Group prove the company’s tagline that “Heat Is Life,” the team went above and beyond extreme measures to create a captivating masterpiece.

The film takes viewers on a journey 2,400 meters above sea level as The Cube, a structure warmed by two electric heaters, was placed atop an isolated mountain in British Columbia, where it was left to battle a gruesome environment of icy, -30 degree Celsius temperatures. In 37 days, the heat produced by the Atlantic Group helped several types of greenery blossom to life in the midst of a cold, wintry setting.

Read more about “37 Days” and its behind the scenes.

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.