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.