Edward Pond, a fantastic Toronto-based food photographer, approached Taxi looking for a promo piece to get more clients in the advertising world. We said we wouldn’t do it. Instead we offered a two pronged approach. We developed the “Creative Chef” competition which pitted top Creatives in the industry against each other in a cook-off. The second element was a feature mini-annual awards book that was part of the Art Directors Club of Canada annual. All in all we made invitations, posters, aprons, hats, a magazine and more. Edwards phone is still ringing.