How Creativity Can Transform Human Behavior – Lessons from Leo Burnett’s GPC Scale

Creativity is more than a tool; it’s a force of transformation. The most powerful ideas don’t just grab attention—they change how people think, feel, and act. Leo Burnett’s HumanKind GPC Scale sets the gold standard for measuring creative impact, revealing that only 7+ ideas have the power to drive real-world change.

Why Creativity Has the Power to Transform Behavior

The world is cluttered with messages, yet only a few ideas break through the noise. The secret? Human-centered creativity. The HumanKind GPC Scale champions ideas that don’t just sell but serve a purpose. At its highest levels, this scale measures creativity that doesn’t just entertain—it influences society, shifts perspectives, and redefines industries.

Brands that harness this level of creativity don’t just win awards; they win hearts. They inspire movements, shape culture, and spark action. It’s not just marketing; it’s behavioral science in action.

Understanding the Leo Burnett GPC Scale

The GPC (Global Product Committee) Scale is an internal framework that evaluates creative work across a 1 to 10 scale. Here’s how it works:

• 10 – Changes the World: These ideas redefine industries, break barriers, and spark worldwide movements. They don’t just advertise; they create lasting legacies.
• 9 – Changes the Way People Live: Visionary ideas that shift human habits and behaviors, improving daily life in meaningful ways.
• 8 – Changes the Way People Think and Feel: Emotionally resonant, deeply impactful creative work that alters perceptions and perspectives.
• 7+ – An Inspiring Idea, Beautifully Crafted: Captivating, fascinating, and behavior-activating work that transforms emotions into actions.
• 6 – An Intelligent Idea: Thoughtful and well-executed but lacks the transformative power to change behaviors significantly.
• 5 – A Clear Brand Purpose: The work successfully communicates what the brand stands for, but it lacks a compelling emotional connection.
• 4 – Unclear Brand Messaging: It is difficult to discern what the brand stands for, leading to weak engagement and minimal impact.
• 3 – Invisible Work: Unmemorable and uninspiring content that fails to create a human connection or capture interest.
• 2 – No Idea Present: Lacks strategy, creativity, or message, resulting in a meaningless or ineffective advertisement.
• 1 – Destructive: A complete waste of resources, alienating the audience and damaging the brand image.

The goal isn’t just to create content but to achieve a 7+ score, ensuring every campaign has a profound impact. Because only the best creativity moves the world forward.

The Neuroscience of Creativity and Human Behavior

Creativity taps into human psychology, triggering emotions, memory, and decision-making. Neuroscientific research confirms that the most impactful creative ideas activate the brain’s reward system, leading to deeper engagement and long-lasting impact.

• Emotional Triggers: People remember what makes them feel something. The most effective campaigns use joy, fear, surprise, and empathy to connect on a deeper level.
• Cognitive Fluency: The easier an idea is to understand, the more likely it is to be accepted and shared. Simplicity is power.
• Storytelling as a Vehicle: People don’t remember ads; they remember stories. When brands craft narratives that reflect real-life struggles, victories, and aspirations, they create movements, not just messages.

Real-World Examples of 7+ Creativity in Action

1. Always #LikeAGirl – Changing Perceptions of Strength

A phrase that was once an insult was transformed into an empowering global movement. The campaign didn’t just sell a product; it redefined confidence for young girls. That’s 7+ creativity.

2. Nike’s ‘Dream Crazy’ – Standing for Something Bigger

Nike’s campaign featuring Colin Kaepernick took a stand on racial justice. It wasn’t just an ad; it was a declaration of values. That’s how creativity moves culture.

3. Dove’s ‘Real Beauty Sketches’ – A Mirror to Self-Perception

Dove took on society’s narrow definition of beauty and proved that self-perception is often harsher than reality. This was storytelling with a purpose.

Each of these campaigns scored 7+ on the HumanKind GPC Scale because they didn’t just advertise—they activated change.

How Brands Can Achieve 7+ Creativity

1. Put People First

The best creativity starts with understanding real people. What are their fears? Their dreams? Their struggles? The answers to these questions should guide every brand decision.

2. Have a Clear Human Purpose

Purpose-driven brands aren’t just selling products; they are solving problems. A strong brand purpose ensures that every campaign isn’t just an ad but a HumanKind Act that adds real value.

3. Break the Mold

Disruptive ideas challenge conventions. The most impactful campaigns redefine the norm, breaking away from predictable patterns to create something bold, fresh, and emotionally compelling.

4. Craft the Message Immaculately

Execution matters. Even the most brilliant idea can fall flat if not executed with precision. The magic lies in the details—from copywriting to visuals to user experience.

5. Inspire, Don’t Just Inform

Facts tell, but stories sell. The best campaigns don’t just present information; they ignite emotion, action, and belief.

The Future of Creativity: A World Beyond Ads

The future of advertising isn’t about more ads; it’s about more impact. Brands that score 7+ on the GPC Scale don’t just push products—they shape culture, spark conversations, and inspire change.

Creativity has always been the engine of human progress. Whether it’s social movements, technological innovations, or cultural shifts, the power of a single idea can be limitless.

The challenge for brands, marketers, and creatives today isn’t just to sell more but to matter more. To create work that doesn’t just take up space but earns its place in people’s lives. Because in the end, only creativity that changes behavior truly changes the world.

Conclusion: The Ultimate Creative Mandate

Creativity is a responsibility. Every message put into the world has the potential to shape minds, shift perspectives, and spark movements. The GPC Scale isn’t just a rating system; it’s a call to greatness. A reminder that the goal isn’t just to create something good, but to create something unforgettable.

So, as the next idea takes shape, the question to ask is simple:

Will this idea score a 7+? Because anything less won’t change the world.