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'Good Users Manual,’ ‘Superhero’ Beautifully Capture Brands’ Spirits

Leo Burnett Argentina’s work for Fiat, Bon o Bon receive 7+ GPC scores

Fiat’s “Good Users Manual,” GPC Rating: 7

With every new car comes a lengthy user’s manual that’s destined to end up neglected in the glove compartment. With that in mind, Leo Burnett Argentina decided to create the “Good Users Manual,” an unconventional booklet for drivers that also captured the brand’s playful spirit.

The agency’s makeover of a mundane manual infused the pages with creative design and messaging. The manual contains tips, advice and illustrations for drivers based on relatable and funny behavioral insights—for example, knowing which angle to adjust your seat to avoid looking like your mother behind the wheel. Or knowing the exact temperature to set the air to—all to avoid a divorce or a fight with your significant other.

The “Good Users Manual” captured the brand essence of Fiat beautifully and concisely in an unexpected place—leaving new car owners with an additional gift. The agency was commended for utilizing an uncommon brand communication device and turning it into an engaging masterpiece. With the agency’s help, Fiat was able to weave humanity back into its brand and continue to develop its idea of “have a happy journey.”

Arcor – Bon o Bon’s “Superhero,” GPC Rating: 7

Arcor candy brand Bon o Bon teamed up with the agency to create “Superhero,” a charming film that champions “sweetness” during the holidays.

The ad tells the story of a young boy who observes his uncle making a discreet exit from his family’s Christmas gathering. The boy follows him upstairs, where he catches his uncle preparing to put on a Santa costume. As he clutches a Bon o Bon candy bar, the boy promises to keep his uncle’s “superhero identity” a secret—in exchange for a Christmas present upgrade.

“Superhero” was deemed a well-crafted story constructed around solid insights. The agency was applauded for creating a believable and authentic film with ideal casting.

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.