LET’S MINI
MINI COOPER
Over the last decade, MINI lost the brave attitude that once made them famous. So they came to us to get their edge back.
MINI is not a car; it’s a street-legal go-kart that doesn’t behave like a traditional auto brand. We took their classic line, "Let's Motor" and flipped it to Let's MINI. “Let’s MINI” reminds people of MINI’s underdog spirit, fun-to-drive nature, and challenger mentality.
We launched an anthem film that was attached to the F1 film in cinemas across the country. What better place for MINI, a three-time Monte Carlo F1 champion, to show up?
And we brought MINI’s cheekiness front and center on the (back) cover of Sports Illustrated Swimsuit Edition.
MADE WITH
Cat Zelenka, Hanna Wittmark, Kate Baynham, Savannah Bradford, and Mason Douglass at Goodby Silverstein & Partners.