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.


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.


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.


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

Have questions? Need help?
Contact Larissa Santiago at 416-408-2300 x317 or lsantiago@brunico.com.