NOTE: We worked on activations - original concept by DAVE NEWBOLD and JIM EYRE

PROBLEM

Buying a MINI isn't like buying another car. It's about becoming part of a subculture of fans, devotees and die-hards. Typical car advertising won't cut through and speak what the brand's really about.

SOLUTION

First we went on a road trip, filming a MINI ADVENTURE from London to Marseilles:

One new MINI SD, four days, 1584 miles, 6 hours sleep.

Then we took photos of other people going mad for MINI too & used them as part of the national Billboard campaign. It all looks pretty nice, we reckon.

Also shot and filmed by Kevin, how convenient are we?