High-speed Internet, once the sole domain of Rogers@Home, was about to be challenged by the arrival of Bellís DSL product. The lionís share of new users for high-speed Internet would continue to be sourced from frustrated dial-up Internet users, and trading these consumers up had to be the central selling proposition. However, we also had to find some way to suggest superiority over DSL.
As Internet users grow in sophistication, anything less than instant access causes frustration. The opportunity lay in exploiting these feelings. So the campaign hyperbolized the ramifications of not using Rogers@Home in a cheeky and irreverent tone.
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| Gold: Palmer Jarvis DDB | Silver: Taxi Advertising and Design | Bronze: MacLaren McCann |
| Honourable Mention: BBDO Canada |
| Finalists: Ammirati Puris BensimonēByrne D'Arcy Gee, Jeffery & Partners Advertising Holmes & Lee Ogilvy & Mather |
| Judges: Creative Strategic |
| How do you get to be Agency of the Year |