Here’s the latest installment in the Mini campaign done by SanFran based Butler, Shine, Stern & Partners. This time there is no decoder kit required to view the message, instead we are given a “Mini Parking Amulet.” Made for non-mini owners, this amulet is supposed to aid owners of big cars with finding parking spaces as “It’s not easy squeezing a mastadon into a marmot hole.” Combined with the usual witty copy, this punch-out amulet was a pretty novel idea. First they went after mini-owners, now it seems they are going after the “other” crowd. The best part is the text on the back:
Still circling? In the very, very , very remote chance your amulet is defective, remain calm. Cursing the amulet will only summon forth additional fire hydrants and loading zones from parking purgatory. Take a deep breath, visit miniusa.com, and restore your faith in parking magic.
Needless to say, I’m a fan of this project.
—[UPDATE]—
Ian Cooper from www.gpmini.net just sent me the billboard accompaniment found “on Route 1 in Saugus just north of Boston, Massachusetts.” Thanks Ian.
