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Leo Burnett Chicago
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Maggie Shepherd

VP Reputation and Communications

maggie.shepherd@mslgroup.com

Emily Doskow

Chief Marketing Officer

emily.doskow@leoburnett.com

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‘Romance,’ ‘Boxing’ Tell Compelling Human Stories

Leo Burnett Bangkok creates films for P&G, Easy Buy

P&G Downy Parfum Collection’s “Romance,” GPC Rating: 7.3

To promote P&G Downy’s Parfum Collection, Leo Burnett Thailand created “Romance,” a film that chronicles the evolution of a couple’s relationship.

From the first stages of doting young love to a less romantic chapter filled with overfamiliarity — the only thing that seems to elicit the old magic is the nostalgic scent of Downy.

The humorous spot, crafted around real relationship insights, positioned Downy as a brand that can help cherish memories and relationships.


Easy Buy’s “Boxing,” GPC Rating: 7.2

“Picking the right path is a choice only you can make” is the moral of the story in Easy Buy’s film, “Boxing.”

The agency tells a compelling story about a little boy named Pete who is faced with two paths. He can either take a dark path, one where he releases his anger out on the world until his fate is sealed, or he can choose to channel his inner drive into healthy competition with real boxers, athletes and champions, pushing himself to excel beyond expectations.

“Boxing” was applauded for its intriguing narrative and impactful message. The agency’s work helped champion Easy Buy as a brand that invests in human potential.


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.