Creative Leaders Convene in the “Virtual World” to Judge the Agency’s Latest Work

Leo Burnett’s creative leaders from 14 countries gathered virtually at the Global Product Committee to evaluate the agency’s latest work on the HumanKind scale.

Last week, Leo Burnett’s creative leads from 14 countries reunited virtually at the Global Product Committee (GPC), a bi-annual opportunity to evaluate the latest agency work by debating its ability to disrupt culture and push the boundaries of advertising.

At this gathering of the minds, they immersed themselves in 100+ pieces of creative work, shared their critiques and perspectives and scored each campaign that was submitted – including works in progress. This year’s theme, “Virtual World,” celebrated the agency’s ability over the past few years to solve complex human problems online and IRL through boundless creative campaigns that put people first.

The work was judged on the HumanKind scale—Leo Burnett’s unique ranking system that measures a campaign’s ability to transform human behavior. As always, GPC challenged Leo Burnett’s leaders to cut to the core of an idea, ask tough questions about the creative execution and push the boundaries of what advertising can accomplish.

During this month’s GPC, the jury awarded two 8-balls for work that was deemed entertaining, participative and just downright contagious, influencing people to share the brand on a global level. Check out the top-scoring creative work and the ideas that not only captivated, engaged and influenced consumer behavior, but left a lasting impact on the industry and the world.

P&G Whisper – The Missing Chapter
Leo Burnett India

Whisper®, India’s leading feminine care brand, launched this film as part of its #KeepGirlsInSchool movement, which has supported 55 million schoolgirls. The film illustrates how a girl’s lack of period education contributes to her missing school days – a situation exacerbated by the glaring absence of period education in Indian textbooks.

Airtel — Airtel 175
Leo Burnett India

Bharti Airtel, a communications solutions provider, showcased the exciting future of sports and entertainment at an exclusive event by transporting the audiences back in time to the Tunbridge wells at the 1983 World Cup through a highly personalized 4K video experience of the match on 5G smartphones featuring Indian captain Kapil Dev along with real-time access to multiple camera angles, 360-degree in-stadia view and shot analysis.