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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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‘White Cane Day,’ ‘Can You Keep a Secret?’ Open Eyes to Blindness, Domestic Abuse

Meanwhile, 'Pad Thai’ tells deliciously detailed story in our GPC recap

We continue our GPC recap with strong pieces of work from our Bangkok, Colombo and Kuala Lumpur offices.


Tourism Authority of Thailand’s “Pad Thai,” GPC Rating: 7

This extraordinary film by Leo Burnett Bangkok breaks down Thailand’s delicious and ever-so-popular dish, pad thai. The tourism ad explores Thailand through the history of pad thai and its ingredients. The spot’s use of stunning imagery alongside excellent narration effectively highlighted the country’s one-of-a-kind culture.


Sri Lanka Eye Donation Society’s “White Cane Day,” GPC Rating: 7

In Sri Lanka, more than 600,000 people are either blind or visually impaired. However, impaired vision can sometimes be cured with a pair of replacement eyes. On White Cane Day, a day that honors the achievements of the blind and visually impaired, Leo Burnett Sri Lanka activated a special TV ad to promote the Sri Lanka Eye Donation Society. The agency planted a spot during the most-watched TV drama in the country. The spot’s visual component was disabled, leaving the viewer with an audio message that emphasized the importance of eye donations.

The agency’s ad ultimately helped the organization reach the highest number of eye donor pledges, calls and walk-ins.


Petronas’ “Rubber Boy,” GPC Rating: 7

Just in time for Chinese New Year, Petronas released a film titled “Rubber Boy,” by Leo Burnett Malaysia. The film, inspired by true stories of Malaysians, reminded us all that real blessings are right by our side. Read more about the campaign.

Women’s Aids Organization “Can You Keep a Secret?” GPC Rating: 7

Thousands of domestic abuse cases go unreported each year, as many women feel discouraged from, or face difficulty in, reaching out for help.

To help give every woman a voice, the Women’s Aids Organization (WAO) teamed up with Leo Burnett Kuala Lumpur to create an art exhibition titled “Can You Keep a Secret?” This exhibition featured ceramic sculptures of smiling ladies that invited visitors to peer into their heads and listen to their true stories of domestic abuse — revealing the reality behind the facade.

The pieces of art were sold and all of the profits went straight to WAO. The activation also helped increase call-ins by 20%.

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.