This is what we call a technology driven idea, which means that especially the technology behind the idea is worth sharing. With a briefing from car brand MINI that more or less read ‘How can we reach Dutch managers’ JWT came up with a concept of a specially equipped MINI that links driving behaviour to the way you drink your coffee. With the question ‘How do you drive your coffee?’ and a specially designed coffee bar, the car brand visits companies in the Netherlands and invites employees to test drive a MINI and afterwards enjoy a nice cup of coffee – and, of course, discuss with MINI’s sales people what a wonderful car a MINI is. We don’t see how driving behaviour represents taste – is it true that an agressive driver prefers a ristretto? – but at least it makes a nice excuse to park your cars in front of someone’s office.