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Maggie Shepherd

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‘Genuine Parts,’ ‘#SetInStone’ Exude Honesty

Leo Burnett Melbourne’s work in radio and PR scores 7.4 on the GPC Scale

Honda Genuine Part’s “Indian Mongoose/Cane Toad/Arctic Fox,” GPC Rating: 7.4

Leo Burnett Melbourne explored a powerful analogy in its Honda “Genuine Parts” campaign: the inherent dangers of introducing foreign parts into a functional ecosystem.

Through several cleverly written radio spots, the agency tells the stories of the “Indian Mongoose," "Cane Toad" and "Arctic Fox," which have been uprooted from their native habitats and placed in foreign environments, ostensibly for good. But their presence instead causes unexpected harm to the local ecosystems. The stories serve as a perfect comparison for the danger presented by imitation or non-genuine car parts inside an automobile.

Crafted around this clever idea, the three radio spots exemplified brilliant writing and eloquent storytelling. The agency’s radio spots served as an integral part of Honda’s “Genuine Parts” campaign to help drive the analogy home: “So when you consider introducing a foreign object into the automotive environment of your Honda, don’t say we didn’t warn you with this rather pertinent analogy.”

Crikey “#SetinStone,” GPC Rating: 7.4

Trust does not come easily when it comes to politics—especially during election time. While the 2014 Victorian State political candidates were busy campaigning and making promises, Crikey and Leo Burnett Melbourne teamed up to create “#SetInStone” to hold them accountable.

Crikey is Australia’s leading independent political media voice, and it wanted to help voters make the right decision on election day. Leo Burnett Melbourne helped Crikey develop an attention-grabbing publicity stunt that highlighted the potential deceitfulness and dishonesty of politicians running for office. During election week, eight key campaign promises from each major party were etched in stone. The stone tablets then were displayed on the steps of the Victorian State Library.

Leo Burnett Melbourne’s well-crafted and well-executed idea helped remind the people of Australia the power they have to hold government to account. This exciting PR campaign reinforced Crikey’s position as an accountable and honest news source. “#SetInStone” encouraged voters to contribute to the conversation as well. Crikey’s Twitter engagements were up 148%, trial subscriptions increased up to 176% and $3400 of earned broadcast media was received per dollar spent.

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.