Celebrating The WelcomingKind: Global Creative Leaders Gather for Fall GPC 2023, Unveiling the Agency’s Top-Rated Work

Leo Burnett’s Global Product Committee (GPC), a distinguished group of creative leaders from around the world, recently gathered in Lisbon, Portugal to celebrate and evaluate the agency’s latest groundbreaking campaigns. The bi-annual meeting, held under this year’s theme, “The WelcomingKind,” saw 20 leaders from 13 countries coming together to assess latest campaigns and work in progress against the agency’s HumanKind scale —Leo’s ranking system that measures a campaign’s ability to transform human behavior.

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PepsiCo — Lay’s Smart Farm
Leo Burnett India

Farmers worldwide battle devastating crop losses due to extreme weather. Climate change wreaks havoc on crops, causing a staggering $5.1 billion in damages annually. Enter “Lay’s Smart Farm”—the groundbreaking collaboration harnessing the force of satellite imagery, remote sensing, and AI, this game-changing platform equips potato farmers with actionable insights through user-friendly dashboards and allows them to shift their approach from manual inspection to strategic intervention.

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Fiat – No Grey
Leo Burnett Italy

While grey is a universally favored and popular colour among most European car manufacturers, Fiat, proudly 100% Italian, hails from a nation known for its joyful, vibrant and colourful nature. Staying true to their values, Fiat changed the rules and threw out the advertising playbook with campaign “Operation No Grey,” as it said ‘ciao’ to grey cars and yes to colour; reaffirming that Fiat is the brand of colours and symbolizing their commitment of keeping its products as joyful as the brand.

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Bear Naked Granola — Bear Naked Trails
Leo Burnett Chicago

While there’s no federal law prohibiting nude hiking, laws vary from place to place and can be confusing. So, Bear Naked, in partnership with Outside magazine, launched “Naked Trails,” a campaign that helps naked hikers navigate nature au-natural with America’s first (un)official nude-friendly trail system. The campaign even includes product innovation: the Bear Naked Belt, which gives you easy access to your Bear Naked Granola while doubling as a loincloth.

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Royal Ontario Museum — Rebrand for ROM
Leo Burnett Toronto

Inside Canada’s largest and most iconic art institution, the Royal Ontario Museum (ROM) lives a collection of over 13 million artifacts from the past 4.2 billion years. Despite the breadth and fascination of the history that existed within the museum’s walls, it wasn’t enough to appeal to a more diverse and younger audience. Through a new visual identity and system named The Immortal Timeline, the ROM underwent a rebrand that helped transform the museum into a dynamic new presence for the 21st century.