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Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer


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São Paulo & Bogatá

‘Launching People,’ ‘The Missing Captcha’ Remind Us of the Power of Humans + Tech

A look at the top-rated 1Q16 GPC work from South America


Fiat - Quotes - Still

Fiat Chrysler Automobiles – Fiat “Switzerland,” “Christmas,” ”Vegetables,” “Headache,” “Toothpick,” GPC Rating: 7.2

To drive awareness to the dangers of texting and driving, Fiat and Leo Burnett São Paulo created provocative print campaigns reminding consumers that each letter they type while driving is 30 meters they don’t see, with messages including “Toothpicks kill more than guns” and “Switzerland is more dangerous than Iraq.”

Samsung’s “Launching People – Mixed Talents,” GPC Rating: 7.0

Samsung’s “Launching People – Mixed Talents” campaign shows that when people come together, regardless of background, the possibilities are endless. “Mixed Talents” takes a new approach to Samsung’s successful “Launching People” platform by pairing two experts from different areas of expertise with millennials to present solutions that affect their local communities with the help of Samsung technology.

Mães Da Sé’s “The Missing Captcha,” GPC Rating: 7.0

An astonishing 40,000 people disappear in Brazil each year. To draw attention to the issue, Leo Burnett São Paulo created “The Missing Captcha” for an organization dedicated to the missing by leveraging the ubiquitous security tool, the captcha. The agency replaced the randomly generated words and numbers usually found within captcha with the names of missing persons, allowing their photos and information to be seen by all.


Special Olympics “Special Sponsors,” GPC Rating: 7.0

After years of effort, the Colombian Special Olympics team had one last hurdle to cross: funding to get them to the games in Los Angeles. Leo Burnett Bogotá decided to treat people as brands, and offered average joes the chance to get their own name and logo on an athlete’s uniform for a price. Hint: It worked.

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.