MINI asked us to create buzz around the notion of 'otherness' and start celebrating this ahead of the launch of the MINI Clubman.The site we created hosted a short film depicting an everyday situation with an 'other' twist. A total of six films were shown over the six week campaign period.To add intrigue, the site had hidden links containing each movie causing the doors to reopen and the film to replay once pressed.The site was promoted purely through word of mouth and was well received - over 35 blogs picked it up from launch and over 20,000 visits.