MINI Canada - MINI Dominates Winter

Business - Single

2006

TAXI Canada Inc.
t: 416-979-7001
e: kate.fried@taxi.ca
w: taxi.ca

Creative Direction: Steve Mykolyn Associate Creative Direction: Jason McCann Art Direction: Stephanie Yung Writer: Jason McCann Account Director: Barry Teplicky Account Manager: Jared Stein, Daryn Sutherland Broadcast Producer: Jennifer Mete Interactive Producer: Amy Miranda Development: Pixelpusher.ca Music/Sound: Simon Edwards Client: MINI Canada Winning Company: TAXI Canada

Winning Website: neverinneutral.com/Dominates_Winter

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. User’s are invited to “whip around the site” to see a series of short animations demonstrating the practical benefits of each winter feature.