Cannes Lions

MINI

KINETIC SINGAPORE, Singapore / MINI / 2012

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For most motorists in Singapore, a car journey is about getting from point A to B. MINI is all about challenging the mundane nature of commuting and turning every ride into a joy ride, and music plays a big part in this ethos. We wanted to take this to the next level in a unprecedented way, and change the way people thought about a "Traffic Jam". For MINI TrafficJamming, hip-hop band SIXX and MINI took to the roads in an open top MINI Cabrio, playing live on motorways and roads island-wide. With the band's infectious tunes, they created pure musical motoring mayhem which had motorists and pedestrians grooving everywhere they went.

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