Cook Without the Book
Leo Burnett, Toronto
Issue 28 | September 2013
Agency
Leo Burnett, Toronto
Creative Team
Chief Creative Officer: Judy John Creative Director: Judy John, Lisa Greenberg Copywriter: Sam Cerullo Art Director: Sam Cerullo Designer: Sam Cerullo, Steven Tiao Illustrator: Steven Tiao, Sam Cerullo Producer: Kim Burchiel
Date
December 2012
Background
Every year, Leo Burnett creates a holiday gift for their clients and industry partners that goes beyond a nicely designed card. Cards just fill the blue box with cheer but have no other utility. The brief was to make something useful. Something people would want and hold on to.
Idea
The holidays are filled with cooking for family and friends. It’s the time of the year when the inner-chef is unleashed in everyone. So to help people out, a well-tailored denim apron with all the cooking essentials right on it was created. It was printed upside down and came packaged in the form of a book. Every part of the apron was meticulously crafted with the desire to create a timeless piece of functional design. A positive response from clients was anticipated which could open new design opportunities within their business.
Results
The gift existed in two forms: 200 aprons and 600 kitchen towels were mailed directly to clients. The piece garnered an overwhelming response and request for more aprons as people wanted to buy them as gifts for family and friends. ‘Cook without the Book’ became a new business showpiece and has since opened new opportunity for Leo Burnett in product design.