Mini: Mini Carmonica

The Mini is one of the world’s most customisable cars with millions of custom combinations. The DraftFCB, Auckland task was to make New Zealanders aware of the sheer mindboggling ways you can customise a Mini. Introducing the world’s first Carmonica. A car featuring over 300 harmonicas and an idea that pushed Mini’s customisation promise to the fullest. We’ve all seen custom sound systems before but not like this. The campaign appeared as TV, ambient and online complimented by the theme ‘CustomAwesome’.