Here we were tasked with marketing the brand new Mini Cooper to middle aged men. From our target audience research we found that men viewed the car as emasculating and boring to drive so focused on the Mini's fun appeal in comparison to more bulky family orientated competitor cars. We created a campaign in response to the idea that the car is so much fun to drive that the man neglects his other responsibilities. We also created a series of ambient advertisements to be displayed in places familiar to the target audience, pubs and football grounds. Finally, a social media campaign encouraged people to recreate photos from their past, uploading them with the hashtag '#releaseyourminime'. A campaign site, and all social media channels were created and involved.