In this video, the team of Toronto-based ad agency TAXI launches a trophy ad making fun of its own advertising industry and the crazy obsession with awards. The video creates an imaginary small business venture called 'The Advertising Trophy Clothing Company' that can be seen profiting from the obsession that is plaguing today’s industry. The short clip introduces a craftsman making delicately meticulous outfits, making tall hats, denim pants specially imported from Okinawa for the Cannes Lion trophies, focusing on details like putting wallets in the back pockets of pants, tailoring tiny shoes and even, obsessing over the way the scarf flies in the wind.

The last shot shows the craftsman informing us the main reason that one of the silver lions for the silver award is wearing a gold outfit is because the agency felt like it deserved the gold.