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.
Advertising Agency: TAXI Vancouver, Canada Creative Director: Michael Mayes Art Director: Chris Zawada Copywriter: Nikki Jobson Digital Imaging: Chris Zawada, Jan Day Photographer: Patrick Norman Published: July 2009via adsoftheworld.com