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