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The summer of 2008 saw an unparallel increase in gas prices, and fuel efficiency became the mot du jour. MINI needed to cut through and let people know that not only is MINI incredibly fuel-efficient, it’s also incredibly fun to drive. With the consumer in this financial and environmental headspace, every creative touchpoint needed to be impactful but also tactical. The campaign approach had to favour the unconventional appeal of the car and turn the conventions of the automotive industry on its head.