GPC SCALE HIGH/LOW by Leo Burnett Chicago for Leo Burnett

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GPC SCALE HIGH/LOW

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Photographer Image Source, Don Farral, Mitchell Funk, Dorling Kindersley, Ryan Mcvay, Tom Schierlitz
Released June 2010

Credits & Description

Category: Posters
Advertiser: LEO BURNETT WORLDWIDE
Product/Service: INTERNAL EVALUATION METHOD
Agency: LEO BURNETT CHICAGO
Date of First Appearance: Jun 1 2010
Entrant Company: LEO BURNETT CHICAGO, USA
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Illustrator/Designer: Jason McKean (Leo Burnett Chicago)
Design Director: Alisa Wolfson (Leo Burnett Chicago)
Photographer: Don Farral
Photographer: Mitchell Funk
Photographer: Dorling Kindersley
Photographer: Ryan McVay
Photographer: Tom Schierlitz
Photographer: Image Source
Media placement: Posters - Displayed And Distributed Internally At Leo Burnett Offices - June 1, 2010

Describe the brief from the client
Leo Burnett’s GPC scale is an internal measure for self-evaluating the company’s work. Posters were needed to introduce the scale to employees and better promote understanding of it.

Describe the challenges and key objectives
The aim was to express the scale creatively and conceptually. Execution ideas were limited to the poster format.

Describe how you arrived at the final design
We created a series of posters that use illustration to articulate the highs and lows of the scale: a rocket turns into a popsicle, Marina Towers in Chicago turn into a corn cob, a drill bit turns into a candy cane. These juxtapositions show the breadth of the scale.

Give some indication of how successful the outcome was in the market
The posters were well-received by employees and top-level executives.