Fugitive Glue executed this stunt for Motrin and TAXI2 Advertising, at Toronto's Dundas Square and Carrefour Mall in Laval, Québec. It was designed to drive home the importance of having Motrin on hand during the holidays – we all know, gift-shopping can be quite a headache.

Receiving coverage on both Breakfast Television and in the Toronto Star, the initiative ultimately garnered the award for Outstanding New Campaign from Strategy Magazine, and was named Top Canadian Ad Idea by Stimulant.