Leo Burnett Design & Branding HUMANKIND by Leo Burnett Chicago


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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Photographer Andre Kirkelis, M G Harti, Jason Mckean, Ranil Nalawansa, Anthony Gibson, Manuela Colombini, Nikki Klimek, Jason Frohlichstein, Howard Bjornson, John Dada, George Longley, Sompat Trisadikum
Illustrator Shepard Fairey - Studio Number One
Released October 2010

Credits & Description

Category: Books
Product/Service: COMPANY BOOK
Date of First Appearance: Oct 15 2010
Global Chief Executive Officer/Writer: Tom Bernardin (Leo Burnett Worldwide)
Global Chief Creative Officer/Writer: Mark Tutssel (Leo Burnett Worldwide)
Illustrator: Shepard Fairey
Illustrator/Photographer: Milos Obradovic (Leo Burnett Milan)
Art Director/Design Director: Alisa Wolfson (Leo Burnett Chicago)
Designer/Photographer: Linda Goldberg (Leo Burnett Chicago)
Photographer: Howard Bjornson
Photographer: Manuela Colombini (Leo Burnett Milan)
Photographer: John Dada (Leo Burnett Nigeria)
Photographer: Jason Frohlichstein (Leo Burnett Chicago)
Photographer: Anthony Gibson (Leo Burnett Frankfurt)
Photographer: M.G. Harti (Leo Burnett India)
Photographer: Andre Kirkelis (Leo Burnett Sao Paulo)
Photographer: Nikki Klimek (Leo Burnett Milan)
Photographer: George Longley (Leo Burnett Toronto)
Photographer: Jason McKean (Leo Burnett Chicago)
Photographer: Ranil Nalawansa (Leo Burnett Sri Lanka)
Photographer: Sompat Trisadikum (Leo Burnett Thailand)
Media placement: Book - Amazon.com, Barnes & Noble - October 21, 2010/present

Describe the brief from the client
Bring Leo Burnett's philosophy of HumanKind to life. HumanKind is rooted in the belief that creativity has the power to change the way people think, feel and behave. So, this shouldn't be a book about advertising, brand propositions or selling products, but a story about people, purpose and changing behaviour. A first-hand look at marketing that serves true human needs, not the other way around. It's an opportunity to give people insight into dialogue about why a brand exists and what it does for people; a behind-the-scenes look at a global creative network that bases communications on fundamental human need.

Describe the challenges and key objectives
HumanKind (the book) invites you into the world of Leo Burnett with a behind-the-scenes look at a global creative network that believes modern-day communication needs to be rooted in fundamental human need.

HumanKind is not about advertising or brand propositions or selling products, but a story about people, purpose and changing behaviour. It's a look at marketing that serves true human needs and not the other way around.

Describe how you arrived at the final design
The HumanKind Book is designed in the International Typographic Style: clean, modern and objective.

The mirror cover reflects the readers' faces as they hold the book. It's a visual metaphor for Leo Burnett's approach for understanding human behaviour.

The book is arranged in five parts. The first is a gallery of work that embodies the spirit of HumanKind. This art was collected from Leo Burnett employees across the world and then curated to fit the principles of HumanKind.

Then we divided the book into four sections: People, Purpose, Participation and Populism.
In each of these sections, the work is the hero.

Give some indication of how successful the outcome was in the market
The launch of the HumanKind book by Tom Bernardin and Mark Tutssel has proven to be a terrific platform for the Leo Burnett brand, clearly conveying our belief system and point of difference to key audiences including employees, clients, prospects, the global business media and the cluttered ad community. Whether providing a speaking opportunity in Mumbai, Singapore, Dubai or Buenos Aires or a press opportunity with the Guardian, CNBC or Contagious, HumanKind has been a successful communications tool - in hard copy, at www.humankind.leoburnett.com and through our monthly HumanKind Digest, a global, digital "magazine."