MINI: Fan the Flame
Adverting agency TBWA\Agency.com created the social media campaign “Fan the
Flame” to promote the recently launched MINI Facebook page in Belgium and
A MINI Countryman was placed on a slope of 15% hanging only on a thick rope.
Under the rope a bunsen burner was placed. Once you have liked the Facebook
page you can watch the live construction, which was build on the parking lot of the
Brussels Motorshow and remote ignite the flame from the campaign website.
If your flame is the one that burns the rope, you win the MINI countryman.
The “fan the flame campaign was developed at Agency.com\TBWA, Brussels by
Creative Directors Gert Pauwels and Hendrik Everaerts, Art Director Lander Janssens
and Copywriters Paul Oevelen and Bout Holtof.