Launching the mini convertible in canada
Open or Closed? This was the question asked to launch the MINI Convertible in Canada. MINI’s most obvious physical feature was paired with daring statements to engage adventurous and rebellious personalities. Some key pieces included: a massive digital board using a flashing light to indicate whether a MINI convertible driver should go open or closed depending on the situation; and an installation in the men’s washroom of MINI retailers all across Canada. Each urinal was turned into a mini slalom course using 3D pylons and the copy challenged patrons to test their handling skills; both in the washroom and in a MINI test drive. This cheeky and emotive approach steered far from the usual regurgitation of car features to get the new MINI noticed. And it did —even with the extremely limited budget.
AWARDS & RECOGNITION
international andys bronze
clio awards gold
clio awards finalist
cannes lions finalist
one show merit
new york festivals silver
adc global awards merit
adc global awards merit
advertising & design club silver
advertising & design club merit
london international awards finalist
london international awards finalist
obie awards gold
obie awards gold
obie awards gold
graphis annual winner
coupe magazie annual winner
coupe magazie annual winner
applied arts annual winner
applied arts annual winner
applied arts annual winner
applied arts annual winner
applied arts annual winner
marketing awards bronze
effie awards silver
published in advertising now
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out of home : digital : dealership : press : installation
