Creativity has the power to transform human behavior
This is the main belief of Leo Burnett, a multinational agency based in Chicago, formed by 96 offices and present in 84 countries. And it is with this belief that projects such as “The Time of the Planet”, involving Leo Burnett and WWF, gain proportions in great acts that inspire and transform people’s lives.
Campaigns with this power of transformation are the result of what Tom Bernardin, Chairman and CEO, and Mark Tutssel, Chief Creative Office of Leo Burnett Wordwide, defined as HumanKind.
The book HumanKind, originally published in Chicago, received an adaptation to the Brazilian market, including the campaigns of the office in Brazil, as is the case with the Fiat500's publicity campaign.
HumanKind is not about advertising or propositions of branding or selling products, but rather about a story about people, purpose and behavior change. It's a marketing vision that meets human needs, not the opposite.
HumanKind – the approach and this book – invites you to enter the world of Leo Burnett and have a backstage view of a global creation network that believes that modern communication should be built from a fundamental human need.
HumanKind – points its high definition focus to the infinite power of imagination and its ability to change the way people think, feel and behave.
