The Urban Spirit
The Big Apple. The City of Light. Maximum City. There’s something about cities that inspires poets to wax poetic and artists to create art. You fall in love the instant you set foot on their streets. And they offer up surprises even after you've lived there for 20 years. It's the people who make cities legendary - creators of new ways of thinking. Of new fashion and new forms of deliciousness. Of opportunity.
MINI is made by creators. For creators. There's no better way to explore what human creativity has to offer on these streets and in these alleyways,
than behind the wheel of a MINI. MINI embodies the creative spirit. It is The Urban Spirit.
Manifesto : The Urban Spirit
By Woody Allen, Walt Whitman, F. Scott Fitzgerald, Nora Ephron, Phil Kaye, Zadie Smith and Ezra Pound
A Creator’s Ode to the City
We identify 5 artists such as photographers, writers, podcasters, illustrators, musicians whose work draws from their city. We give them a MINI to drive around for a day and ask them to capture the cities in their own creative style. Their odes are published on MINI’s social media platforms.
A Sign of Something Worth Discovering
The MINI is a signature of taste, creativity, and inventiveness. So when something extraordinary happens in town - be it a new restaurant, a food festival, an intimate gig, an exhibition, a new play - our stunning MINI turns up.
The parked car becomes an endorsement of the place or event and lets the world know that it’s something worth discovering.
MINI x Little Black Book
Together with LBB, we curate upscale experiences embodying the urban spirit. It’s the MINI owner’s guide to really knowing a city and all it has to offer.
The Urban Spirit Test Drive
Our test drives give you a glimpse into what it would feel like to own a MINI.
When you are booking your tickets for events like the India Art Fair or Jazz festival, a contextual MINI banner gives you the option to also request a test drive from your home to the event.
Digital Creatives
OOH
You can buy a MINI entirely online by heading to the website: shop.mini.in. We seed the url in urban spaces by naturally integrating it with the surroundings such as an arresting window display or wall art. In every instance, the MINI belongs to its environment and yet stands out.
Coasters, not posters
You can buy a MINI anywhere – even from a coffee shop or a pub or a fine-dining restaurant. Because all you have to do is go online. We create a set of beautiful coasters that can be used at such places, inviting you to buy a MINI.
Agency
Wieden+Kennedy, Delhi
(Pitch)
Creative Team
Dean Wei / Jossy Raphael / George Abraham / Avni Jain / Pawas Aakrsh