The Briefing. MINI launched an annual campaign promoting its eco-friendly vehicles, with a focus on the 100% electric MINI Cabrio. The goal was to emphasize not only low-emission mobility but also the exclusivity of this specific model.
The Approach. Inspired by the fun and rebellious spirit of the ’90s, MINI’s campaign features illustrations, bold colors, and playful copy that are (almost) as fun as driving the car itself.
