Mini’s White Rabbit

A perfect example of creative agency and media agency working together for the best of the idea, Mini’s White Rabbit campaign is beautifully simple. Inspired by the story of Alice in Wonderland where a white rabbit leads Alice to a fantasy world, Mini have applied this to take users on a tour of the UK’s most interesting websites.

Viewers of the skyscraper ad are told to follow the white Mini through a tunnel with a light at the end of it. When users click through, rather than ending up on a Mini microsite or homepage they are taken to a site that might interest them with its quirkyness.

You can try it for yourself here.

Via Coolhunting