• CREATIVITY HAS THE POWER TO TRANSFORM HUMAN BEHAVIOR.

    This is the core belief of what we call HumanKind. It’s not about advertising or brand propositions or marketing. lt's about people and purpose. lt’s an approach to marketing that serves true human needs, not the other way around.

    That's why everything we do for brands is designed with a human purpose in mind. A brand without purpose is one that will never be understood or embraced by people. A brand with purpose can be a true agent of change and transform the way people think, feel or act. A brand with a true Humankind purpose can change the world. Our dream is to be the best creator of those ideas that truly move people - bar none.

  • LEO SYSTEM OF A CREATIVITY: 7+ HUMANKIND GPC SCALE

    7+ GPC Scale is an intemal evaluation system which leads every Leo Burnett office to a higher level of creativity. Every quarter top minds from all around the World gather to evaluate the creative works with HumanKind standards by scoring them 1 to 10.

    In this system, the initial aim is to get at least 1 points. Because only 7+ works have powerto change human behavior and
    the World.

  • GPC SCALE

    1 2 3 4 5 6 7+ 8 9 10
    DESTRUCTER

    This is complete waste of money. Please reject the brand. Pollutes the public space. I'd ashamed to be seen with this.

    NO IDEA

    This concept has no thinking afterall, 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.

    INVISIBLE

    Creates no human intetest, no emotional connection. Visually uninteresting. Walpaper. Cliche. We don't have a divine right to
    people's attention. We have to reward them for the time they spend with our communication.

    I DON'T KNOW WHAT THE 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.

    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 orderto 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.

    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 Humanlkind Acts... not just advertising. An idea that is designed entirely with the
    audience in mind. An idea that is media-natural in concept and media-infinitive in execution.

    AN INSPIRING IDEA, BEAUTIFULLY CRAFTED (HUMANKIND ACT)

    An outstanding idea. A human centered idea, brand or experience that has the ability to transform the way a person thinks, feels and ultimately behaves. An idea that inspires, captivates, fascinates and activates. And of course, isimmaculate in its craft and execution.

    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.

    CHANGES THE WAY PEOPLE LIVE

    An inspirational idea that moves people. A visionary, brave, powerful creativo idea. A brand that has a human purpose at its core. A HumanKind Brand.

    CHANGES THE WORLD