MINI is known for branding their vehicles with images of the Union Jack. We wanted to reinterpret this patriotism to something relevant, local and unique. We produced MINI mirror caps, emblazoned with the South African national flag. The flags were made of fabric and could easily attach onto the side mirrors of any make of car. We supported this with print and outdoor executions that reiterated our call for patriotism.

We produced 9000 MINI mirror caps to launch. Within 3 days of flighting the first print ad, all 9000 were snapped up at dealerships around the country. We produced more immediately. And in just over 4 weeks, 3,300,000 cars across South Africa sported the flag-branded caps. Anyone visiting the country for the World Cup would have seen the MINI mirror caps. It all started with MINI. Most importantly, the apathetic, pessimistic mood shifted to one of positivity, pride and celebration. In one of the rare moments since democracy in 1994, the nation rallied together and celebrated how far we’d come.