After 10 years of creating breakthrough work for MINI and helping to build one of the most iconic brands in Canada, the account came up for review. We decided not to participate.

But we did have one last MINI to sell.

So, on the day it was reported that the MINI account was leaving, we put our own company MINI up for sale on eBay and promised to donate the proceeds to our favourite charity, Covenant House Toronto.

The response was incredible, and by turning a negative into a positive, we were able to change the whole focus of the conversation. Nobody was talking about the account leaving or where it was going. Instead they were talking about how we said goodbye - a much better story to tell.

And we raised a lot of money for a great cause - a nice way to drive off into the sunset.