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Maggie Shepherd

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Emily Doskow

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Beirut & Dubai

‘The Language of Wine’ Paints an Ancient Story

‘#GirlsCan,’ ‘Fashion For Real People’ champion confidence and comfort

We continue our GPC recap with three exceptional 7+ ads from Leo Burnett Beirut and Dubai.


Chateau Kasara’s “The Language of Wine,” GPC Rating: 8

To celebrate Chateau Kasara’s 159th year of winemaking, Leo Burnett Beirut created “The Language of Wine,” a film that tells the ancient story of how the brand was born. The film served as a main element of the agency’s new brand identity reveal and was praised for its typography, packaging and overall charming aesthetic.

P&G Always’ “#GirlsCan,” GPC Rating: 7.2

Always discovered that “94% of girls believe they can achieve their dreams, while only 20% of women actually do.” This is because once they reach puberty, they lose confidence in themselves, leading them to limit their life aspirations.

In this social experiment, the agency captured the boundless spirit of young girls —a stark contrast to the doubt instilled after puberty. The inspirational film reminds us that, yes, “#GirlsCan.”


Max Fashion’s “Fashion For Real People,” GPC Rating: 7.4

In Max Fashion’s “Fashion For Real People” campaign, Leo Burnett Dubai helped the brand prove that fashion isn’t always a statement — it’s “what makes you comfortable.” The spot follows a real woman as she transitions from the fashion world back into her daily life. The catch? She had to wear the high-fashioned clothes, accessories and makeup as she completed her day-to-day tasks.

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.