2nd Annual Canadian Cheese Rolling Festival is back

Baseball fields, basketball courts and roller hockey rinks in Canada are empty, because the 2nd Annual Canadian Cheese Rolling Festival is back. And it looks like fun. The Dairy Farmers of Canada are supporting the Aug. 15 event with a cinema spot, transit shelter and newspaper ads and interactive mirror clings. The winner snags an 11-pound wheel of Cracked Pepper Verdelait cheese and Whistler Winter season passes for two. The cinema spot opens with sporting equipment left at athletic courts and fields. Everyone is too busy participating in the cheese rolling festival to do much else. Snippets of last year's participants running and falling downhill, chasing a cheese wheel, close out the ad, seen here. I wonder what they call the person who lets the cheese roll downhill? The cheese cutter? Print ads, seen here, here and here, resemble athletic trading cards, showing participants in motion and the winner savoring his prize. See a picture of a mirror cling in action, here. TAXI Vancouver created the campaign and M2 handled the media buy.

Taken straight from: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110726