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Canadian Cheese: Icon 3
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In 2008, to promote Canadian cheese in BC, TAXI Vancouver created the 1st Annual Cheese Rolling Festival. For the first time in history, cheese rolling races were held in North America. Over 5,000 spectators came to cheer on 200 daredevil racers as they tripped and fell down a mountain after a speeding wheel of cheese. It was so successful we decided to make it an annual event; Canada had found a new favourite sport. This insight inspired this year’s sports-themed campaign. We announced the Festival’s return with a cinema spot, transit shelter ads, print ads, interactive mirror clings, an extensive in-store promotional component and even branded foam fingers.
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