Back in the earliest days of interactive video, we made this ground-breakingly personalisable viral to promote the launch of the new edition MINI Cooper S. Our brief was to create something that would get talked about, and make the brand as a whole seem more manly.
We noticed a couple of things about our target audience...
Firstly, thanks to the growing trend towards metrosexuality, they're perhaps not as manly as they could be.
And secondly, that groups of mates love taking the piss out of each other via email.
Combining this with an innovative level of personalisation made for a very successful viral. It was sent on over a million times, made our mates laugh (and chuck out their sandals) and won the monthly Creative Showcase, a Eurobest Bronze and a Silver Cyber Lion at Cannes.
Most excitingly, we met and fell in love with Peter. He battered my then creative partner Dave to a pulp shortly after this picture was taken.