Having lived in a cafeteria during my University days, I am completely versed in the patience, dedication and skill it takes to win a food challenge. There are two dreaded challenges that I have come to loathe. The first: Can you chug 2L of chocolate milk continuously, without throwing up? No...no you can't. The second: Can you eat X amount of Saltines in 1 minute? No...no you can't; but if you do, enjoy the wrath that will follow from completing either.
There are too many things I love about advertising. One of the biggest loves is for great, engaging out-of-house advertising (OOH). Cossette has done some great McDonalds stuff, and others have done some good OOH seen mainly in Toronto. But, the one pictured below was a beauty by TAXI.
The campaign's copy stated "all you need is cheese" As a true Cheese-aholic, I appreciate the addition of cheese to just about anything I indulge in...yup, give me a brick of cheese and watch it disappear. It's that simple. I think we might have a new challenge on our hands...Regardless, the campaign was a great representation of the nutritious factor included in cheese - noted by the strong man of course; and it's ability to be molded into something exciting...creating the correlation between a child's imagination and the cheese. I've molded my fair-share of cheese into chomping mouths (any cheese), snowballs (mozzarella cheese), and wigs/moustaches/ear & nose hair (string cheese). Heck, I just made Pac-Man out of a BabyBel just the other day...you got a problem with that?
Although this seems timely because of a very recent meeting with a TAXI Vancouver staff member, I promise it was delayed because of my own personal laziness. So, my proverbial Kudos are going to the team at TAXI. This is cool! I hope we can see more of this not only from them, but everyone else in the future.
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