SMP: The new Mini Cooper Cabrio is a fun car for young professional males. [Editors note: Really? I thought Mini Cooper was a girl's brand.]

Solution: Go Karts are fun because they are so small.

Upgrade the classic game Mario Kart so the Cabrio is the “karts” players drive. Release Mario Kart Mini Cooper Edition online with a website, Facebook game and iPhone app.

Users can play against their Facebook friends or those in the same state as them aiming to get a highscore. The three top players in each state is lent a Cabrio to drive to Sydney in for the grand finale: a real race held in Centennial Park where the winner takes home their new Mini Cooper car.

NB: This brief ran in Creative as a competition for Mini Cooper print ads. This solution was not entered (as it is not print) and therefore has no association to Mario Kart, Nintendo or Mini Cooper. Although those companies are more than welcome to use it if my name goes on the award.