Campaign Description

Straight, simple, dull roads are fine for some cars, but not for the MINI. So, we created a campaign encouraging people to make driving more fun. For example, phony Diplomatic Immunity license plates (placed on car windshields in various parking lots) gave people permission to drive the way they really wanted to without fear of speeding tickets. In the campaign, even other cars dreamed of making driving more fun. To that end, we created car-dream-sequences, and projected them over cars in parking lots across the country. All communications drove to a site where people could literally make the roads more exciting using Trackster, a program that allowed them to choose from a variety of obstacles to create the road of their dreams.

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