Humankind by Leo Burnett
Leo Burnett CEO Tom Bernardin and CCO Mark Tutssel have published HumanKind, a book about people and how creativity transforms the way people think, feel and behave. The book isn’t your typical industry read: it talks about how people not advertising agencies create iconic brands. It’s a look at marketing that serves true human needs and not the other way around. The Inspiration Room is offering five free copies to readers over the next week, rewarding you for insightful and creative contributions to discussion. You can leave a comment anywhere on the site, or start right here on this post with a comment on what you think Leo Burnett’s best work has been. See more on Leo Burnett’s work featured on The Inspiration Room.
Humankind starts with the assertion, “This is not about advertising. This is about people”. Bernardin and Tutssel set out to tell stories about people, purpose and changing behavior that serves human needs. Focusing on convictions and brands, they ask the questions, “What do you believe? And what are you going to do about it?”. The book is set out in four sections focusing on people, purpose, participation and populism. Campaigns by Leo Burnett are used as inspiration.
Campaigns Featured in Humankind
- Hariri Foundation Khede Kasra
- McDonalds for Everyone – Big Nothing, Proud Papa, Triple Thick Milkshakes billboard, Shadow, Fresh salads
- P&G: Max, BeingGirl.com, Cheer Darks For Flattering Blacks
- Dreft Fashion Always Returns
- Wella Lipstick Hair Colours
- Zack16.com
- Yubari City: No Money But Love
- Subaru Crowd Rider
- Shelter House of Cards with Card Design
- Coca Cola First Coke of the Year in China
- Red Cross The Store That Sells Hope (Lisbon and Madrid)
- Homebase Railway Station
- Luxor Writing Instruments – Highlight What’s Important
- Department for Transport: Anti-Drug Driving Eyes, Road Safety – Kids will copy you
- Allstate Insurance Marina Towers
- Kellogg’s: Special K Challenge, The Girl from Ipanema, 1 to 14, Lose the phone book, and Drop this weight
- Brasil Telecom Jackpot machines into PCs
- Ministry of Community Development – Funeral
- Nike Chalkbot
- Oasis Dig Out Your Soul on the Street
- Walkers Do Us a Flavour
- Barack Obama
- Earth Hour
- Diageo Pampero Rum: Ephemeral Museum
- Heineken Stadium of Dreams
- Canon Photochains
- Kronenbourg 1664 Can-Camera
- Fiat 500 2007 relaunch in Italy
- NikeiD. Generator
- Bergenbier Man’s Day
- James Ready Share our Billboard
