Battle for beauty

Gaming

2012

TAXI
e: pr@taxi.ca
w: taxi.ca

For the launch of Internet Explorer 9, we gave everyone a battlefield where they could destroy what they hated most about older versions: waiting time, privacy invasion, and cluttered interface. The Battle for Beauty is a game that simultaneously pitted online players against real-world combatants. During a live event, Toronto civilians threw IE9 balls at ugly critters on a huge screen in order to destroy the ugly side of the Web.

Ad Agency: TAXI
Executive Creative Direction: Dominique Trudeau, Dominique Trudeau
Creative Direction: Jean-François Houle
Copywriting: Martin Charron, Jean-François DaSylva-LaRue
Art Direction: Nicolas Thiboutot
Agency Producer: Maxime Boivin, Jacques Latreille
Account Director: Julie Simon
Account Manager: Jessica Wong, Marie-Eve Verreault
Planner: Valery Loranger
Offsite experience: Moment Factory
Interactive promgramming: Quatrecentquatre

Winning Website: ie9.neverinneutral.com