In Western Canada, everybody uses Telus products. The only way to increase revenues is to sell more services or increase usage of existing ones. Research indicated that consumers knew and understood the benefits of products like call waiting, voice-mail and call display, but weren’t motivated enough to buy. We needed to get the consumer to see these services in a new light. Telus services give you incredible power – the kind that would be nice to have in the real world. Imagine, for example, if you could simply choose not to talk to someone because you’re not in the mood, as you can with call display. Our big idea was really just a simple observation: Social situations that are difficult to handle in real life become easy with Telus.

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| 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 |

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