‘Finding Freedom,’ ‘#ThisIsMarwen’ Inspire Chicago Community
Before 4Q15 starts in November, we want to honor the 3Q15 7+ GPC work from across our global network, starting with several phenomenal campaigns by Leo Burnett Chicago.
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.
Allstate “Mayhem Skip Punishment” GPC Rating: 7.2
Allstate’s “Mayhem Skip Punishment,” an interactive commercial, offers viewers two options: “Skip Ad” or “Watch Ad.” Whatever you choose, Mayhem awaits. Read more here.
Marwen Art Education “#ThisIsMarwen” GPC Rating: 7
Marwen is a free art school for the under-served youth of Chicago's 55 ZIP codes. To build awareness, the agency created “#ThisIsMarwen,” an integrated campaign that used Marwen students’ artistic strength to help beautify the city.
Several blank, white teaser billboards were set up in corresponding neighborhoods that asked the community to imagine art in that location. After a few weeks, the billboards transformed into original, local art pieces from Marwen students. Readers were asked to “Find it. Post it. Tag it.” by using the hashtag #ThisIsMarwen on social media.
“#ThisIsMarwen" will soon spread to every single ZIP code of Chicago, highlighting the community of art and talent that Marwen has cultured.
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.