The "Built for Drivers" campaign had been out in the market for five years. How to keep it relevant and refreshed? Although geeks rule the world in the new economy, when it comes to cars there are still only two real consumer segments: those who drive cars and those who are driven by cars. Pontiac drivers are driven. The idea was to develop bold, energetic communications that demonstrate how Pontiac drivers’ true personalities come out when they are behind the wheel.
| Gold: Palmer Jarvis DDB | Silver: Taxi Advertising and Design | Bronze: MacLaren McCann |
| Honourable Mention: BBDO Canada |
| Finalists: Ammirati Puris Bensimon•Byrne D'Arcy Gee, Jeffery & Partners Advertising Holmes & Lee Ogilvy & Mather |
| Judges: Creative Strategic |
| How do you get to be Agency of the Year |