Box Art? Clever Mini promotion litters streets with giant packaging

Heineken ran commercials that showed a guy's ultimate closet as a walk-in refrigerator filled with the Dutch beer. To support the ads they put huge cardboard boxes around Amsterdam on garbage day with "Walk-In Fridge" written on them, as if someone had actually gotten one as a gift. Well, it looks like Mini did the same thing after Christmas, casting giant, empty boxes with shreds of gift wrapping around Amsterdam. Predictably for a Mini campaign, it got people's attention.