Brief: To make the advertising agency business "the place" to land a job out of school. To do this we had to maximise interest in and elevate the stature of, the agency side of marketing and communications in Canada.Solution: Rather than creating a brochure, a predictable recruiting tool, TAXI created a website based program: www.mybigfuture.ca. The corner stone idea was a blank can with no name and no label as the next big thing. In addition to the website, TAXI created two "Identity Crisis" mock soda vending machines. They were used in four major Ontario Universities as support for this program.