FUTURE SHAPERS
As part of the BMW Group's 100th birthday celebrations, MINI was revealing its ultra-secret Vision Vehicle concept - a demonstration of how they envisioned automotive personalisation of the future.
But without spoiling the big reveal, how do you get people excited about a car you can't show, or even mention?
Client
MINI
Role
Concept, art direction
Type
Brand Activation, Campaign
Realising that 'personalisation' tapped into peoples' imaginations and wonder, we built a campaign around physical expressions of ‘hyper-personalisation’ in other creative fields (installation, fashion and digital art). Asking commissioned artists to envision future personalisation in their fields, we established an engaging series with one final chapter to come: the Vision Vehicle’s big reveal at London’s Roundhouse.
With features in relevant media platforms like Vice and It's Nice That, we tapped into an interested and engaged audience, building intrigue for the still-unknown final chapter to come - revealing MINI's Vision Vehicle to an all-new audience that weren't previously-connected with BMW Group, and generating a new generation of fans for MINI.
