Molson Responsible Use Most Canadians would agree that drinking and driving is pretty stupid. Yet large numbers of us continue to do it. Molson asked TAXI to develop a campaign that would challenge this behaviour. The classic formula for responsible-use advertising appeals to our social conscience. These ads typically show the devastation that drunk drivers inflict on the innocent. But TAXI recommended a very different approach. Instead of showing the accident aftermath, our creative idea uses dark humour, showing people planning ahead for the consequences of drinking and driving.

QuickTime 4 movie QuickTime 4 movie

| 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 |