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Leo Burnett London Delivers Hope Through Powerful Creative

‘Alfie the Astronaut,’ ‘Set Yourself Free, ‘Day of Remembrance’ receive 7+ scores on the GPC scale

We continue our 4Q15 7+ series with a roundup of three extraordinary campaigns created by Leo Burnett London.

Karma Nirvana’s “Day of Remembrance — #RememberShafilea,” GPC Rating: 7.5

One of Leo Burnett Worldwide's most highly awarded print ideas of 2015 was Karma Nirvana's “Suffocation,” created by Leo Burnett London. The brilliant award-winning magazine cover helped raise publicity around Karma Nirvana’s lobbying efforts to create a national Day of Memory for “Britain’s Lost Women,” which honor the victims and survivors of honor-based abuse and killings. The inaugural Day of Memory took place July 14, the birthday of Shafilea Ahmed, a young girl whose was murdered by her parents for refusing a forced marriage.

The agency worked with Karma Nirvana to launch a social media campaign that generated supportive messages and engagement from across the planet. The agency used every tweet with the hashtag “#RememberShafilea” as fuel to help create a 3-D printed image of Shafilea. On July 14th, the final 3-D printed image was revealed to the public.

"#RememberShafilea” was deemed a powerful, attention-getting case study succeeded in making waves and generating support for Karma Nirvana. Since this campaign began, the non-profit's impact has increased dramatically, helping spread hope across the nation.

NSPCC’s "Alfie the Astronaut,” GPC Rating: 7.1

Inspired by the simplicity of a child’s dreams and imagination, Leo Burnett London’s spot for the National Society for the Prevention of Cruelty to Children (NSPCC) takes us to the moon and back with “Alfie the Astronaut.” The film introduces us to Alfie, a boy who dreams of being an astronaut and proves “Every Childhood Is Worth Fighting For."

“Alfie the Astronaut” was noted for its exquisite craft, casting and beautiful storytelling that eloquently showcases the innocence and joy of children’s dreams. Read more about “Alfie the Astronaut.”

Freeview’s “Set Yourself Free,” GPC Rating: 7.0

Freeview, the U.K.’s free-to-air digital TV platform, launched its largest advertising campaign to promote its new connected TV service, Freeview Play.

“Set Yourself Free” is a two-minute film that takes place in an Orwellian world with an army of televisions that brainwash people to “conform,” “upgrade” and “subscribe.” It features a Freeview TV escaping this dystopian world and eventually finding a girl and her dog searching for a better way to watch TV.

The spot carved out unique space for Freeview and served as a great example of purpose-driven communication. From the personification all the way to the music choice, the agency made sure there was genuine passion visible in every frame of the film.

Read more about “Set Yourself Free."

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.