The Global Product Committee (GPC), meets every year to evaluate the entire creative output of the Leo Burnett network on a proprietary 10-point "HumanKind" scale. As a welcome gift to this committee and to honor the city in which Leo Burnett was founded, we decided to apply the same tool to evaluate Chicago. Everything from the Great Chicago Fire to nuclear energy (discovered here in Chicago) were subjected to our playful 10-point scale. Along with the booklet and tote bag was a fold out map that pinpointed each landmark on a map of the city.
All work © Scott Cress