Clavin Sweers
Voice at TAXI, Toronto
Toronto, Canada
TitleBlack Sheep
Agency
Campaign Black Sheep
Advertiser BMW
Brand Mini Canada
Date of First Broadcast/Publication 2003 / 1
Business Sector Compact & Small Cars
Story MINI Canada had compiled a large email list of consumers from auto shows and other venues. They wanted to use a series of personalised, Flash-based emails to whittle this database down into a qualified list of leads. The objective of the third email was to introduce all MINI models and find out which one the consumer favoured. We decided to position the MINI fleet as an atypical family – each one an outcast who refuses to conform. Essentially, it’s a whole family of black sheep. An idea which syncs up perfectly with the fierce individualism of our target driver.
Media Type Digital
Market Canada
Creative Director
Copywriter
Director
Account Executive
Art Director
Designer
Designer
Designer
Programmer
Sound
Design Director
Client Names
Client Names
Deployment Blast Radius
Music
Voice
Interactive Production Artist
Account Director

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