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MINI: fake is the new real

on March 20, 2007 by Martina Comments

MINI is a cool brand, which invests a lot in presenting itself associated to lifestyle, art, innovation and music. I admire the way they communicate and the moderate bravery of their web efforts. A few weeks we saw the Hammer & Coop idea (a sort of parody on Knight Rider meeting Starsky & Hutch), now from Germany, Markus tells me about Def Mini Records, a virtual (fake) record label launched by the agencies Interone Worldwide and .start. The site hasn’t got any reference to MINI (just the name of the label) but features a series of emerging (?!) bands who don’t sing about peace, love or life, but simply sing to celebrate the new MINI: it’s reliable, it’s safe, it’s fun to drive. Discover the new stars Runflat and The Disc Brakes, and meet the Terence Trust.

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