Taxi drives Mini up the wall

A real car stuck to a billboard is sure to stop traffic. At least, BMW Canada has high hopes that its two innovative 3-D billboard posters that launched in downtown Toronto on July 21 will help boost sales of its Mini Cooper vehicle.

A real car stuck to a billboard is sure to stop traffic. At least, BMW Canada has high hopes that its two innovative 3-D billboard posters that launched in downtown Toronto on July 21 will help boost sales of its Mini Cooper vehicle.

Located on billboards at the Peter and King Street junction and Spadina and Wellington intersection, the two posters each feature a wall mural consisting of tire tracks made by a Mini in the shape of a Union Jack flag. A genuine red Mini, also bearing the Union Jack, protrudes from the middle of the wordless poster, together with the vehicle’s logo.

‘Without one line of copy, this poster demonstrates this car’s handling abilities [from the tire tracks], its British heritage, and the fact that it’s got attitude and is fun to drive,’ says Zak Mroueh, creative director at Toronto-based Taxi, the agency behind the campaign.

The two locations were chosen to hit the largest number of people within the Mini’s target market, which Taxi’s account director Joe Ottorino describes as the ‘young, hip, entertainment-focused crowd.’

Credits

Client: BMW Canada

Agency: Taxi

Creative Director/Copywriter: Zak Mroueh

Art Director: Lance Martin

Account Director: Joe Ottorino

Production Director: Judy Boudreau