2014 Winners
Niche Targeting: GOLD
Boston Pizza - Rib Stain Camo
Business Challenge:
The client needed to drive trial of Boston Pizza’s new saucier ribs among Canadian rib fans. But when your restaurant is called Boston Pizza, people don’t think of you when they’re hungry for ribs.
Solution:
Knowing that great ribs are messy, Taxi invented a T-shirt designed to hide all those embarrassing spills and splatters. Rib Stain Camo was launched on TV with an unbranded informational video and sold at RibStainCamo.com. When rib fans received their T-shirts in the mail, they discovered that Rib Stain Camo was made by Boston Pizza and got an invitation to try their new ribs at a great price.
Results:
Rib Stain Camo T-shirts sold out in the first three weeks of the campaign and the agency had to reorder the T-shirt three times to keep up with the unexpected demand. Rib sales increased +70% nationwide in the first month of the campaign.
CREDITS
Client: Boston Pizza International
Executive Vice President Marketing: Steve Silverstone
Vice President Marketing: Alexander Green
Marketing Manager: Andrew Borsk
Associate Marketing Manager: Brenda Smith
Production Company: Touchpoint'Films
Director: Brad Dworkin
Executive Producer: Kevin Saffer
Director of Photography: Rob Scarborough
Editorial: 'Posterboy' Edit
Editor: Raj Ramnauth
Executive Producer: Michelle Rich
Online: Crush Inc.
Audio Production: Cylinder Sound & Film
Creative Director: Hamish McEwan
Executive Producer: Brad Nelson
Creative Agency: TAXI
Executive Creative Director: Darren Clarke
Creative Director: Niall Kelly
Art Director: Scott Johnson
Copy Writer: Chris Duffett
Group Account Director: Edith Rosa
Account Director: Tamara Gervais
Account Manager: Melanie Abbott
Producer: Megan Flett
Senior Designer: Brooke Hennessey
Senior Designer: Yuko Brown
Digital Producer: Sonja Vreugdenburg
Production Designer: Brittany Anderson
Developer: Mason Braun
Retouchers: Andrew O’Driscoll, Esther Sanchez
Director, Digital Strategy: Sean McDonald
Print Producer: Sharon Govang
Mac Artist: Arthur Oskan
Proofreaders: Linda Matassa, Berna Ozunal, Kelly Lamorie
Photographer: Ryan Szulc