MINI.CA

Campaign Description

MINI Canada wanted to show off the features and technology that give MINI total control over icy winter conditions. Ouch. We decided the most interesting way to show “control” was through a character many people identify with that concept – a dominatrix. After extensive research on the subject, we developed a site that uses voice-over, music, and full motion video of a PVC clad dominatrix who whips, paddles, flogs, buffs, spanks, and teases a MINI Cooper. Users are invited to “whip around the site” to see a series of short animations demonstrating the practical benefits of each winter feature.