Booklet for Leo Burnett Worldwide by Leo Burnett Department of Design

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CLIENT

Leo Burnett, a HumanKind company, has a simple and singular approach: put a brand’s purpose at the center of communications to truly connect with people.

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BRIEF

The Department of Design was asked to design a leave-behind for Cannes Lions 2012. The piece needed to communicate our HumanKind GPC scale and visually quantify our proudest accomplishments. The HumanKind GPC scale is used to judge our work worldwide and helps us continue producing award winning work. 

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APPROACH

We introduced our 1–10 scale through an eleven-panel, vertical accordion fold with our quantified accomplishments represented on the flip side.

PRODUCTION LESSONSThe leave-behind needed to be pocket size and engaging enough to not only be saved but actually read in the busy atmosphere that is the Cannes Lion Award Show.