Wherever the road takes you, your car is a reliable partner in crime.
Challenge: Mini make small cars with big reputations. But this reputation sees that they are preferred by people that live in cities, where their size is an advantage on busy roads.
Idea: Countryman. Playfully juxtapose city and country living to showcase how Mini’s new SUV is comfortable in both settings.
Execution: An outdoor campaign with a number of different posters. Complete with the strapline “Perfect for the city and ideal for the countryside”, each execution would compare city and country life in a different way though a clever piece of wordplay.