11.05.09

MINI 50th Birthday campaign

Out-of-Home Ads, Consumer

In honor of MINI’s 50th birthday, Toronto-based TAXI2 created a series of high impact, out–of-home instillations designed to tout its famous cornering abilities and legendary go-kart handling: In “Impressive Handling,” a huge MINI sign swerves to the right to avoid a building’s window, while in “Owning The Corners” a MINI scales a wall to race through pylons set up on both sides of the building’s corner and “Spank Me” uses simple, yet cheeky headlines to talk directly to MINI’s 50th birthday. Airport advertising was also used by MINI for the first time, with a series of messages including “Motivator” that challenges readers to keep up as they walk the motorized walkway to their gates. Finally, “Go For A Spin” invites online users to take the 50th Anniversary Special Edition MINI Camden for a test drive out of the banner and over the content of the page. The campaign is currently running in Toronto, Vancouver and Montreal.

Jeff MacEachern, art director; Mike Blackmore, writer; Lance Martin, executive creative director; Matt Burtch/Ryan Johnson, programmers; Resolve Audio/Simon Edwards, audio production; Tara Greguric, agency print producer Adrian Gunadi/Sam Benson, interactive producer; Nabil Elsaadi, illustrator; Andrew O’Driscoll, digital imaging; Brian Coughlin/Dayle Sheward, Mac artist; Jared Stein, account director; Tina Tieu, account manager; Media Experts, media agency; Remain Calm Studios/Clear Channel/Solution Worx, printers; Titan/Clear Channel, outdoor companies. MINI Canada, client.

taxi.cawww.mini.ca