MINI.CA

Campaign Description

The objective of the MINI Canada spring campaign was to raise awareness of all four cars in the MINI fleet. We needed to highlight each car while still treating them as a group, so we created the MINI Barbershop Quartet. The fun part was subverting the clean-cut “Barbershop” genre with MINI-style lyrics. We wrote one song for each car with titles like “Cheetahs are Pussies” and “MMM… Donuts.”  Visually, the chorus of cars was brought to life by combining the iconic barbershop pole with a road pylon, and an overall design based on the bars of a musical staff.