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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

EVP David Kennedy


Lisa Morch

VP, Director of Knowledge Mgmt

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‘All Day Breakfast,’ ‘Music Vs. Gun Violence’ Give Consumers a Voice

A look at Leo Burnett Chicago’s 4Q work for McDonald’s, Chicago Ideas, United Healthcare

McDonald’s All Day Breakfast “We Hear You,” GPC Rating: 8 / “Celebration,” GPC Rating: 7.5

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 the spots like “We Hear You” and “Celebration,” helping McDonald’s sales and YouGov BrandIndex hit all-time high records. Read more.

Chicago Idea’s “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 anyone to add their voices and lyrics to the music video, which generated substantial user-generated content and public support. Read more.

United Healthcare Service’s “Lab Partner,” GPC Rating: 7.2

Set to a lush cover of Sam Cooke’s “Wonderful World,” “Lab Partner” tells the tale of a lovesick teenage boy who is head-over-heels in love with a girl at school who hardly notices him. The spot ends with the two young lovers finally coming together, albeit with a twist, when they’re assigned to be each other’s lab partners.

“Lab Partner,” created by the agency in conjunction with Lapiz, was applauded for its impeccable casting, pacing, editing and shot selection. Read more.

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.