Dairy Farmers of Canada - "Gary"

TAXI Vancouver

TAXI Vancouver Vancouver, Canada

3506

Brand: Dairy Farmers of Canada
Country: Canada

Advertiser: Dairy Farmers of Canada

Title	Gary
Agency	TAXI Vancouver
Campaign	Gary - Dairy Farmers of Canada
Advertiser	Dairy Farmers of Canada
Brand	Dairy Farmers of Canada
Posted	July 2009
Product	Canadian Cheese
Business Sector	Cheese
Tagline	In A Different League
Story	Vancouver, B.C., July 27, 2009. After the overwhelming success of last years 1st Annual Canadian Cheese Rolling Festival, created for Dairy Farmers of Canada (DFC), TAXI Vancouver is rolling out the 2nd Annual event. The Canadian Cheese Rolling Festival will return to the slopes of Whistler on Saturday, August 15th, 2009. TAXIs new campaign captures the spirit of the event and showcases the now legendary thrills and spills of Canadas newest favourite sport. This years campaign includes a cinema spot, transit shelter and newspaper ads, interactive mirror clings and an extensive IGA in-store promotion. There are even branded foam fingers, in keeping with the sport theme. Along with the advertising campaign, a public relations program is also taking place organized by Trillium Corporate Communications and DFC. The eccentric sport of Cheese Rolling began over 200 years ago in Gloucester, England. Last year the tradition was brought to North American soil for the first time and daredevil Canadians embraced it wholeheartedly. Over 5,000 spectators turned out to watch and cheer as 200 participants tripped, tumbled and fell down Whistler mountain, chasing an 11-pound wheel of cheese. It was amazing to see so many people turn up for the inaugural event, says Michael Mayes, Creative Director of TAXI Vancouver, this year we wanted to make it even bigger and let even more people know about Cheese Rolling in and around Vancouver. There is really nothing else like it. The course will be set up in Whistlers Upper Village on Blackcomb Mountain. Anyone over 19 years of age can participate and contestants can register online at www.canadiancheeserolling.ca or in person on August 15th. The downhill event will consist of five mens and three womens races. For the kids, there will be uphill races that will be a little easier. Well-known Canadian comic, actor and improvisation superstar Roman Danylo will be hosting the days festivities. Those brave enough to chase the cheese are competing to take home a magnificent 11Ib wheel of Cracked Pepper Verdelait cheese, as well as Whistler Winter season passes for two. Last year the Canadian Cheese Rolling Festival was such a success that we decided to make this an annual event, said Solange Heiss, Assistant Director, Marketing and Nutrition Communications, Diary Farmers of Canada. Its a fun day for the entire family and a fantastic way to shine the spotlight on some amazing Canadian cheese makers. In addition to the races there are a host of other activities. Everyone will be able to sample Canadian cheeses, participate in cheese seminars and wander through the farmers market. Kids can try the cheese obstacle course, play Cheesy Twist, or get their face painted. The event is free for everyone.
Media Type	Print
Market	Canada
Creative Director	Michael Mayes
Copywriter	Nikki Jobson
Art Director	Chris Zawada
Account Director	Ben Tarr
Account Manager	Steve Howard
Photographer	Patrick Norman
Production Company	TAXI Toronto
Producer	Kevin Saffer
Director	Rob Scarborough
Post Production	JMB Post
Sound Design Company	Wayne Kozak Audio Productions
Sound Production	Wayne Kozak Audio Productions