‘#EqualDreams,’ ‘#LikeAGirl Unstoppable,’ ‘Early Riser’ Empower Viewers
Leo Burnett Chicago’s 3Q work dominates the 7+ GPC collection
We continue our 3Q15 7+ series with three more extraordinary campaigns created by Leo Burnett Chicago. The agency had a total of six campaigns honored with 7+ on the GPC scale, making up more than 25% of the quarter’s standout work.
Esurance “Equal Dreams,” GPC Rating: 7.2
In celebration of LGBT Pride Week and in anticipation of the Supreme Court’s ruling on same-sex marriage in June, Esurance launched an ad and social campaign called “#EqualDreams,” a spot centered around interviews with young children who were asked to describe their dream weddings.
The agency was commended for its filmmaking and the subtle details that created a beautiful sentiment.
P&G’s Always "#LikeAGirl Unstoppable,” GPC Rating: 7.0
This summer, P&G Always continued its mission to stop the drop in girls’ confidence beginning at puberty through the launch of Always “#LikeAGirl Unstoppable.” The campaign is the second phase of the viral sensation “#LikeAGirl,” based on new data uncovered in a recent Always Confidence and Puberty Survey. “#LikeAGirl Unstoppable” challenges girls to smash the limitations placed on them by society that hold them back from being unstoppable.
The agency was praised for its authentic insight and focus that lead to 20 million hits in a manner of weeks, indicative of the potency of the idea, its cultural momentum and its popularity.
McDonald’s Egg McMuffin “Early Riser,” GPC Rating: 7.0
The subtle yet powerful spot “Early Riser” for McDonald’s beautifully evokes how food can enhance connections between people.
“Early Riser” starts with a man waking up at the crack of dawn to pure silence. After morning yawns and stretches he gets in his car and passes through a McDonald’s drive through window. With a McDonald’s bag sitting shotgun and a cup of coffee balancing on his dashboard, he drives towards the iconic Skyway Tollbooth. When he approaches the tollbooth, he hands the McDonald’s bag to the toll collector, catching her off-guard. She realizes a familiar face is in front of her as she pulls the Egg McMuffin out of the bag, shooting him a look of love and gratitude. The man says to her, “See you at home,” and he drives off into the morning sunrise.
The agency’s spot was praised for it’s genuine storytelling and stunning production. “Early Riser” positions McDonald’s as a bridge between people and a champion of good mornings.
About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.