Creative Leaders Reunite in Sao Paulo, Brazil, at the Global Product Committee

Creative leads from 12 countries evaluated the agency’s latest campaigns and work in progress, exemplifying what’s “Made in Brazil” and all over the world, and awarded three coveted 8-balls.

Earlier this month, 17 of Leo Burnett’s creative leads from 12 countries touched down in Sao Paulo, Brazil 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. 

The global leaders immersed themselves in 80+ pieces of creative work, shared their critiques and perspectives and scored each campaign that was submitted – including works in progress. Hosted by Leo Burnett Tailor Made, the office leads captured Brazil’s pride and rich culture through the theme, “Made in Brasil.”  

The work was judged on the HumanKind scale—Leo Burnett’s unique ranking system that measures a campaign’s ability to transform human behavior through contagious creative.  

During this February’s GPC, the jury awarded three 8-balls to standout campaigns from London, India and Beirut – engaging every facet of our talents and innovations from design to digital, experiential and brand strategy. Read on for glimpse into 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. 

McDonald’s – Raise Your Arches
Leo Burnett London

Directed by British filmmaker, Edgar Wright, “Raise Your Arches” centers on the idea that the invitation to grab a McDonald’s meal is so universal, it can be communicated with a simple “eyebrow raise” – an adaptation of the McDonald’s arches logo. The contagious campaign launched across TV, digital, in-store and social, including a Snapchat filter and Instagram lens that allowed McDonald’s fans to share and invite their friends to get a McDonald’s.

Mondelez (OREO) — #BringBack2011 
Leo Burnett India

India’s favorite cookie brand OREO announced the “#BringBack2011” campaign to spark millions of playful moments among cricket fans. After all, the 2011 win for the Indian cricket team was coincidentally the year OREO made its entry into India. In collaboration with MS Doni, a former Indian cricketer and captain of the Indian nations team, the brand recreated 2011 by launching itself again, and influencers from media to pop culture followed suit. 

ABAAD — Dirty Laundry 
Leo Burnett Beirut 

In this powerful rebuke to silencing and shaming rape victims in Lebanon, multi-disciplinary artist Remie Akl explains how survivors of sexual abuse in Lebanon are taught to hide their “dirty laundry” from everyone and stay silent to preserve the honor and dignity of their entire family. This film was fueled by first-hand testimonials as the culmination of the “#NoShameNoBlame” campaign, during which dozens of rape survivors, activists and influencers hung their own “dirty laundry” outside Lebanon’s parliament to amplify the voices of those who couldn’t speak.