Global Creative Leads Gather in London for Leo Britannia, Unveil the Agency’s Top-Rated Work

Leo Burnett’s creative leaders from around the world reunited in London for the Global Product Committee to judge over 100 pieces of agency work using Leo’s HumanKind scale.

A few times each year, Leo Burnett’s creative leaders from around the world convene to review the agency’s latest creative campaigns and new client work at the Global Product Committee (GPC).

Last week, Leo Burnett gathered global leaders – some in London and others remote – to fully immerse themselves in the work, debate what makes great creative, share their critiques and perspectives, and score each submitted piece of work. A tribute to the pride and pop culture of London, this GPC’s theme was “Leo Britannia.”

The work was judged on the HumanKind scale—Leo’s ranking system that measures a campaign’s ability to transform human behavior. GPC challenges 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 March’s GPC, the jury awarded three 8-balls – a pinnacle of achievement. 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 Hygiene and Health – 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.

Madrid Fusion – Invaluable Food
Leo Burnett Madrid

Five of the best chefs from around the world, worth a collective 25 Michelin stars, recently fulfilled their promise to prepare a one-of-a-kind meal for Robert De Niro at Madrid Fusion Alimentos de España. This unique culinary experience was made possible by a viral video that invited the actor to enjoy “the food of his life,” in exchange for his celebrity cache.

UN Women Lebanon – #TheMissingPeace
Leo Burnett Beirut

UN Women Lebanon partnered with Twitter MENA, LBCI & Annahar to launch a female empowerment campaign–removing half of the alphabet from tweets, the nation’s largest newspaper and primetime newscast for one day. Why? To symbolize the dysfunctional public dialogue that results when women, representing approximately 50% of the population, are excluded from governmental negotiations.