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Leo Burnett Toronto Wins Gold Lion for IKEA’s “Cook This Page” Campaign

The 64th International Festival of Creativity is off to a great start for the global network, with 17 wins across Health & Wellness, Pharma, Outdoor, Promo & Activation, Print & Publishing, PR and Glass

Leo Burnett Toronto’s beautifully understated campaign “Cook This Page” today won a Gold Lion in the Outdoor category at the 64th annual Cannes Lion International Festival of Creativity. The work first started as an in-store promotion for IKEA Canada in October 2016 and quickly generated conversation and praise from consumers and advertisers alike.

Swedish home-furnishings brand IKEA is known for its simple, modern design aesthetic, including its line of kitchenware products. One of the challenges was getting people comfortable with cooking. The solution? Turn them into efficiently modern home chefs.

Leo Burnett Toronto created “The Cook This Page Parchment Paper Recipe Series,” a collection of easy-to-make recipes printed on cookable parchment paper. With step-by-step instructions and a list of ingredients precisely illustrated on the parchment paper to match actual proportions, the only thing one had to do was add food, roll it all up and bake it. The recipes incorporated food items sold at the store and brought attention to the company’s kitchen product line.

In the video below, we caught up with Leo Burnett Toronto Group Creative Director Anthony Chelvanathan at Cannes to learn more about this Lion-winning effort.

Leo Burnett Chicago’s work for Donate Life America also nabbed one Silver Lion in Outdoor and two Silver in the Promo & Activation category. The integrated campaign “Your Name Saves” urged Americans to give the gift of their names to save multiple lives. The agency and Donate Life America sought to bring to life an often abstract concept—organ and tissue donation—with a deeply personalized message.

Meanwhile, Leo Burnett Beirut’s #Undress522 work for the Abaad Resource Centre for Gender Equality took home two Silver Lions and one Bronze Lion in the PR category. This powerful, visual campaign set out to repeal controversial Article 522 of the Lebanese Penal Code, which enables perpetrators of rape to avoid prosecution if they marry their victims.

Other Leo Burnett offices that were awarded Lions in today’s and Saturday’s ceremonies for Health & Wellness, Pharma, and Outdoor, Promo & Activation, Print & Publishing, PR and Glass include LAPIZ (Chicago), Dubai, Israel, Italy, London, Mexico, Sydney and Thjnk.

To see a full list of wins, follow our daily Lions count and follow #leocannes on our social channels for the latest updates.