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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
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Kappie Kopp

VP Reputation and Communications

Katie Newman

Chief Marketing Officer

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‘Shine,’ ‘Just’ Bring Back Meaning to Photography and Promote Sustainable Shopping

Leo Burnett Sydney’s integrated campaigns for Canon and WWF receive 7’s on the GPC scale

Canon “Shine,” GPC Rating: 7

In an era ruled by smartphones, our world has become inundated with disposable, low-quality images. Canon believes the greatest quality an image can possess is its ability to affect change. With the help of Leo Burnett Sydney, Canon launched “Shine,” an integrated campaign that reminded the world about the power of a traditional camera.

“Shine” gave Australians a task: to put down the mobile phone, pick up a real camera and to shine a light on issues that mattered most to them. Thousands of community-sourced photos were snapped and promoted on Canon’s media channels. These photos captured genuine and intimate stories of autism, animal welfare, poverty, racial tolerance, women’s rights, breast cancer and more. The photos were published online, where viewers could discover the story behind each image.

This integrated campaign started a worldwide conversation about the power of photography, by sharing real, humanistic stories. With the agency’s beautiful thinking and strong execution, consumers’ messages soon became Canon’s messages, turning people into storytellers, photo activists and brand advocates. “Shine” increased Canon’s brand preference by 23% and ultimately put the meaning back into photography.

WWF “Just,” GPC Rating: 7

With the rise of extensive consumption of chemical goods packaged in plastic bottles, the WWF wanted to raise public awareness of this environmental problem. Instead of promoting the dangers inherent in using these household goods, the WWF teamed up with Leo Burnett Sydney to launch “Just,” a campaign designed to change people’s shopping behavior.

“Just” introduced shoppers to alternative household solutions that can be utilized instead of their go-to chemical products. The agency designed an entire product line of organic cleaning items (like lemons in lieu of dish soap and cinnamon instead of mouthwash) and placed them on supermarket shelves. The items were placed in eye-catching, recycled packaging with directions on how to use the natural alternative on the back.

The “Just” line generated a corresponding educational campaign that taught people about sustainable choices while shopping. Outdoor executions, online films and a social media push helped expand the reach and appeal of the “Just” campaign, while generating earned media. This campaign transformed shoppers into responsible caretakers of the planet through their conscious shopping decisions.

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.