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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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8 Ball Round Up: 2Q15

A collection of 8 Ball GPC work from the second quarter

Today, the third quarter GPC starts in Costa Rica. In honor of the new quarter, here is a round up of 2Q15’s 8 Ball GPC work from offices all around the globe. Follow @TheLBGPC on Twitter for live, real-time updates from the GPC room.

Clube Sangue Bom’s “Solidarity Queue,” GPC Rating: 8.1

Leo Burnett Tailor Made of São Paulo solved Clube Sangue Bom’s problem of not receiving enough blood donations by creating a simple solution: The "Solidarity Queue."

“I don’t have time” is an excuse for a lot of people—especially when it comes to donating blood. São Paulo has a population of 20 million, but is a city with limited options when it comes to leisure and recreation. The result is many long queues that sometimes wrap around the block.

Clube Sangue Bom wanted to give people a chance to make better use of their time, while also giving people a chance to live. The agency first tested out the "Solidarity Queue” at a Picasso exhibition, where the estimated waiting time was two hours. Clube Sangue Bom used that time to ask people to donate blood in a nearby mobile unit, while volunteers held their places in line.

People did not lose any of their time and were happy they helped save lives. Since “Solidarity Queue” was introduced, Club Sangue Bom’s daily donation increased by 50%. This idea became a new pathway of donation that is now a permanent part of the city’s cultural landscape.

Liga Contra El Cancer’s “The Safety Touch,” GPC Rating: 8.0

Leo Burnett Bogota helped Liga Contra El Cancer stress the importance of performing breast cancer self-exams through “The Safety Touch.”

Even with society’s growing effort to educate and protect women from breast cancer, 95% of women still forget how and when they should perform self-exams.

Liga Contra El Cancer spotted an opportunity to reach women on the one device they look at more than 180 times a day: their phones.

Liga Contra El Cancer created a unique mobile app that reminds women every month how and when to do a self-exam. After a person installs the app and answers several questions about their menstrual cycle, the phone’s unlocking system mimics the diagnose pattern it takes to perform a self-exam.

Always “BackMeApp,” GPC Rating: 8.0

Leo Burnett Milan continues to help Always “rewrite the rules” by creating “BackMeApp,” a mobile application that ensures solo travelers always have a friend close at hand, even from afar.

Every night, billions of women travel home alone, many with the fear of being attacked. To provide women with a sense of security, Always created “BackMeApp.” This mobile app allows users to connect with any of their friends by synchronizing their smart phones. “BackMeApp" has a user track her route, select a friend to “accompany” her, and go. Any sudden change in her route or suspicious activity, the friend will be ready to act. Once the user has reached her destination, the selected friend will get a notification.

Leo Burnett Milan and Always do a remarkable job shedding light on this common, worldwide issue women experience. In its spot, the agency really captures the vulnerability women experience when traveling alone. Since the initial launch in Israel, “BackMeApp" has been downloaded more than 1.8 million times and will continue to spread to more countries across the globe.

ABTO’s “Donation Badges,” GPC Rating: 8.0

By using a national passion, Leo Burnett São Paulo and ABTO (The Brazilian Association of Organ Transplants) were able to emphasize the meaning of donating an organ, by creating “Donation Badges."

More than 200,000 people in Brazil are on an organ-transplant waiting list. That is because many people refuse to be a donor. In attempt to create awareness and increase the number of organ-transplant donations, ABTO grabbed the attention of sports lovers across the country.

A special jersey was created for Vitória, one of Brazil’s biggest football teams. The jerseys had a detachable Velcro badge with the words “Be an Organ Donor” written on them. During game substitutions, the first round of players passed on their badges to their substitutes. This exemplified the idea that when the game is over for one person, it can continue for someone else.

More than 21 million people were reached by this idea. “Donation Badges” gained a lot of press, especially across live sports broadcast channels. One of the substitutes even scored a winning goal that put Brazil into the next round for the World Cup.

@Psychologist - Car One Repair - YouTube

Car One Repair’s “Psychologist,” GPC Rating: 8.0

“Psychologist” tells the story of a mother picking up her son after his appointment with a psychologist. When she asks the psychologist how much she owes him, he initially charges her $600 for her son’s aptitude test, but then details all the extra services he had to perform: “If I return him to you like that, you’ll bring him back in a month. Now you’re covered until he’s 30.” As the spot continues, the psychologist keeps exaggerating everything that could go wrong had he not made all the necessary “repairs”—just like a mechanic would when going over the final bill to justify a hefty increase. View the spot above.

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.