8 Ball Roundup: 3Q15
A collection of 8 Ball GPC work from the third quarter
Next week, the fourth quarter GPC will take place on the island of Bali, Indonesia. In honor of the new quarter, here is a roundup of 3Q15’s 8 Ball GPC work from offices around the globe.
Follow @TheLBGPC next week on Twitter for live, real time updates from the GPC room.
St. Leonard Ministries “Finding Freedom,” GPC Rating: 8
To raise funds for and awareness of St. Leonard’s Ministries, a Chicago halfway house for individuals recently released from prison, Leo Burnett Chicago employee Brandon Crockett led the creation of a 280-page coffee-table book titled “Finding Freedom: Poetry and Portraits of Former Inmates.” The book featured handwritten poetry and portraits of more than 80 St. Leonard’s residents that were collected over a seven-year period. “Finding Freedom” featured raw and genuine portraits by world-renowned Chicago photographer Sandro Miller, allowing viewers into a world where few are invited to enter—a space where residents shared their thoughts and feelings during their journey to finding freedom.
The well-crafted book inspired the public to view the residents as real people rather than ex-convicts. “Finding Freedom” also helped current St. Leonard’s residents discover a productive outlet for their innermost thoughts and a path to self-worth, knowing their stories would spark a positive impact on others for years to come.
Ministry of Finance and Amcham’s “Illegal Market Catalog,” GPC Rating: 8
In 2014, the cause of death and intoxication due to the consumption of illegal products increased 30%. Besides obvious harm to human health, the import of these knockoff, pirated black-market goods also threatened the economy and security of Costa Rica. To end this, the Ministry of Finance along with Amcham teamed up with Leo Burnett San Jose to place the "Illegal Market Catalog” into the hands of Costa Ricans. The “Illegal Market Catalog,” a magazine updated weekly, featured products that should never be purchased, altered, smuggled or pirated in Costa Rica along with photos, descriptions and possible harmful effects.
Alongside the catalog, an app was developed for the people to play a role in reporting these black-market products to the authorities. The app allowed people to anonymously send in photos, locations and characteristics of any suspicious products.
The catalog was distributed in dense urban areas and was featured in mainstream newspapers, broadcast reports and numerous publications. More than 13 million illegal products were confiscated within the first two weeks. “Illegal Market Catalog” became a powerful tool that provided Costa Rica with a blanket of security.
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 honored with an 8 Ball from the 3Q15 GPC for its awe-inspiring work.
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.
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.