How to get human.

We’re a creative consultancy. That means we put creativity at the center of all our thinking—be it strategic consulting, design and advertising or product and service design. If you believe in the power of creativity to transform how people think and behave, you’re in the right place.

Transcript

Audio: Piano music is playing – The Global Challenge by Pascal Hautois
On screen: Plain black.
White text types onto the center of the screen – “Why are you here?”.
The caption disappears.
A new caption types on – “We have a theory.”
The caption disappears.
A new caption types on – “Rewind 1 year”.
The number 1 in the caption spins up to 5, then up to 10, then up to 20, until it finally reads “Rewind 20 years”
The caption disappears.
A new caption types on “and you’ll find the answer.”
The caption disappears.
The words A space Chicken. appears on the screen.
Between A and Chicken the word subservient is typed on, referencing the subservient chicken tool
The caption disappears.
The words “An ode to the crazy ones” fades on.
The word “crazy” changes colour like a horizontal rainbow.
The text disappears.
The words – “White serif type on red” appears, and the background changes from black to red
The text disappears and the background goes black
The words – “A Fat Kid Running” appears on the screen.
The text disappears
In a whimsical red font the words – “A man on a horse” appears on the screen
The text disappears
In white text the words – “A store opting outside” types on the screen.
The text disappears
In a teal san serif font, the words – “Girls empowering girls” appears on the screen.
A 5 year old girl’s voice fades in saying “it means run as fast as you can” referring to the like a girl campaign.
As she speaks the word “girls.” grows to fill the screen.
The text disappears
The words “We’re here because of a moment” types on the screen.
The text disappears
The words “When we all fell in love with creativity” types on the screen.
The text disappears
The words “Not awards” types on the screen.
The word awards swings down and turns into research – “Not research”
The word research swings down and turns into data – “Not data”
The word data swings down and turns into pitches – “Not pitches”
The word pitches swings down and turns into cool offices – “Not cool offices”
The words cool offices swings down and turns into open bars – “Not open bars”
The words open bars swings down and turns into money – “Not money”
The words Not and Money break and fall down off the screen
From the darkness the word “Creativity.” zooms into the centre.
The text disappears
the words “The way it made us feel” types on
The sound of electricity buzzes and the word feel vibrates as if electrified.
the word made changes to makes reading “The way it makes us feel.”
The text disappears
The word “Creativity.” types on the screen
The text disappears
the words “That’s what changes the world” types on the screen
The text disappears
the words “That’s why we are here” types on the screen
The text disappears
the words “Never fall out of love with creativity” types on the screen
the word love blushes red
The text disappears
Leo Burnett’s signature writes on to the screen.

HumanKind is our simple philosophy on how we get to the most creative and transformative work. HumanKind puts a laser focus on the power of imagination and its ability to change the way people think, feel and ultimately behave. HumanKind inspires and moves people. HumanKind has the potential to change the world. When you put humanity at the heart of your brand, you give yourself a step ladder to climb as you reach for the stars.

The GPC (Global Product Committee) Scale is an evaluation system that guides every Leo Burnett office to a higher level of creativity. It’s dynamic, insightful, constructive, instructive and real. It helps focus thinking, refine ideas and identify the moments where we can say, definitively, “Yes, HumanKind is working.”

1 – Destructive. This is a complete waste of money. People reject the brand. Pollutes the public space. I’d be ashamed to be seen with this brand.

Destructive1

2 – Invisible. This concept has no thinking. After all, we are an “ideas” industry. Without ideas, we have no future. Creativity is the primary asset of brands and communication companies. Our duty as a communications agency is to create ideas so powerful that they truly move people. People demand to be entertained and rewarded for the time they spend with our communication.

Invisible2

3 – Ordinary. Creates no human interest, no emotional connection. Visually uninteresting. Wallpaper. Cliché. We don’t have a divine right to people’s attention. We have to reward them for the time they spend with our communication.

Ordinary3

4 – Predictable. I don’t know what this brand stands for. People are our focus. Everything we do is designed with a brand purpose in mind. A brand without purpose is one that will never be understood or embraced by the people.

Predictable4

5 – Ownable. I understand the brand’s purpose. This is not a promise. Not a position. Not a benefit. A purpose. We’re people talking to people. In order to make real human connections, we need to put a meaningful Human Purpose at the center of our brands in order to truly connect with people.

Ownable5

6 – Intelligent. An intelligent idea. An idea that treats people with intelligence. An engaging idea. Everything we do as an agency is rooted in the belief that creativity is most powerful when it creates HumanKind Acts…not just advertising. An idea that is designed entirely with the audience in mind. An idea that is media-neutral in concept and media-infinite in execution.

Intelligent6

7+ – Inspiring. An outstanding idea. A human-centered idea, brand or experience that people want to engage with repeatedly. An idea that inspires, captivates, fascinates and activates people to interact with the brand, message and content. Immaculate in its thinking, craft and execution.

Inspiring+7

8 – Contagious. Changes the way people think and feel. We must never lose sight of the most important thing: What matters to people. We believe creativity should enrich people’s lives. This idea has a genuine role in people’s lives. This is content that is entertaining, engaging, interactive, interesting, relevant and useful. And above all, it’s brilliant in its creativity.

Contagious

9 – Transformational. Changes the way people live. An inspirational idea that moves people. A visionary, brave, powerful creative idea. A brand that has a human purpose at its core. A HumanKind Brand.

Transformational9

10 – Legendary. Changes the world.

Legendary10

Legendary10

10 – Legendary. Changes the world.

Transformational9

9 – Transformational. Changes the way people live. An inspirational idea that moves people. A visionary, brave, powerful creative idea. A brand that has a human purpose at its core. A HumanKind Brand.

Contagious

8 – Contagious. Changes the way people think and feel. We must never lose sight of the most important thing: What matters to people. We believe creativity should enrich people’s lives. This idea has a genuine role in people’s lives. This is content that is entertaining, engaging, interactive, interesting, relevant and useful. And above all, it’s brilliant in its creativity.

Inspiring+7

7+ – Inspiring. An outstanding idea. A human-centered idea, brand or experience that people want to engage with repeatedly. An idea that inspires, captivates, fascinates and activates people to interact with the brand, message and content. Immaculate in its thinking, craft and execution.

Intelligent6

6 – Intelligent. An intelligent idea. An idea that treats people with intelligence. An engaging idea. Everything we do as an agency is rooted in the belief that creativity is most powerful when it creates HumanKind Acts…not just advertising. An idea that is designed entirely with the audience in mind. An idea that is media-neutral in concept and media-infinite in execution.

Ownable5

5 – Ownable. I understand the brand’s purpose. This is not a promise. Not a position. Not a benefit. A purpose. We’re people talking to people. In order to make real human connections, we need to put a meaningful Human Purpose at the center of our brands in order to truly connect with people.

Predictable4

4 – Predictable. I don’t know what this brand stands for. People are our focus. Everything we do is designed with a brand purpose in mind. A brand without purpose is one that will never be understood or embraced by the people.

Ordinary3

3 – Ordinary. Creates no human interest, no emotional connection. Visually uninteresting. Wallpaper. Cliché. We don’t have a divine right to people’s attention. We have to reward them for the time they spend with our communication.

Invisible2

2 – Invisible. This concept has no thinking. After all, we are an “ideas” industry. Without ideas, we have no future. Creativity is the primary asset of brands and communication companies. Our duty as a communications agency is to create ideas so powerful that they truly move people. People demand to be entertained and rewarded for the time they spend with our communication.

Destructive1

1 – Destructive. This is a complete waste of money. People reject the brand. Pollutes the public space. I’d be ashamed to be seen with this brand.

At Leo Burnett Toronto, we believe that diversity of thought leads to better ideas, and in turn, better work over all. We are committed to fostering an inclusive workplace where everyone we work with feels welcomed, safe and supported regardless of race, colour, religion, gender, gender identity or expression, sexual orientation, national origin, disability or age.

We strive to create a working environment where employees, partners and clients alike can reach their potential while being their authentic selves.

We enacted the following measures:

1. Creation of the Black Pencil Fund – an annual commitment to BIPOC scholarships, partnering with registered educators supporting our industry.
2. Implementation of the Rooney Rule – a policy requiring at least one woman and one member of a minority group to be considered for every open job position.
3. Implementation of mandatory employee training – outlining unconscious bias, creating change, and communicating through culturally sensitive issues.
4. Creation of a Diversity and Inclusion education allowance – imploring each employee to educate themselves using recommended materials and training programs.
5. Completion of Diversity and Inclusion survey – allowing the leadership team to set priorities and benchmarks for future programs.
6. Addition of Diversity and Inclusion statement on all on-boarding materials – conveying the importance of inclusivity in our workplace from day one.
7. Ongoing training and seminars – relevant speaking engagements to educate the consultancy on specific and meaningful topics.
8. Creation of a Mental Health Taskforce – a team dedicated to education and action. With speaking engagement, significant increase in employee support and 10% of the workforce trained and certified in Mental Health First Aid.

We will continue to inform you on important actions we are taking as a business.

We believe we achieve greatness together; as one with our co-workers, clients and partners. Here, there are no walls between disciplines and our Publicis Groupe sister companies, to get in the way of the best solutions for our clients. We work for the work, approaching each project in a holistic way and with a diversity of thinking required to deliver the best results. We encourage our people to be brave. To stand out, ask the tough questions and pose unpopular solutions. Because when we work as one, we can make a difference by doing what’s right.