Battle for beauty



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

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 Event Staffing: NewAd Social media seeding: Hypractif

Winning Website: ie9.neverinneutral.com

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.