MINI Canada anniversary

MINI Canada
Spring 2012


To create media buzz for MINI Cooper’s 10th anniversary in Canada.


MINI has proved itself to be the small car with a big attitude, so to celebrate the brand’s 10th anniversary of being in Canada, smak brought a party to the streets and surprised MINI drivers in Vancouver, Toronto and Montreal by throwing spontaneous celebrations around their cars. While at red lights, MINI drivers were given anniversary gifts while being filmed by local videographers. Videos were posted online to increase the longevity of the campaign by creating word-of-mouth and social media traction.


The campaign generated thousands of street level impressions and social media attention across Canada.


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