2021 Winner

Smith, a local neighbourhood diner in Toronto, requires a newly revised menu every quarter to reflect its regular food changes. And since it’s the type of place that encourages diners to customize their orders, it generally communicates this idea on its menu cover. So its latest iteration, designed by Leo Burnett, featured a series of French fries, each dipped in a different sauce – encouraging customers to order their fries the way they like them. The image was accompanied by copy that reminded people not to double dip, helping prevent the spread of germs during COVID-19.

Credits

Agency
Co-Chief Creative Officer: Lisa Greenberg
Co-Chief Creative Officer Steve Persico
Group Creative Director Design: Mani Wai Wong
Senior Designer Marcelo Hong