Celebrating an
owner’s ‘not normal’ love for their Mini.

Mini’s ‘not normal’ campaign was a huge success, helping to re-establish its brand identity and connect with audiences as a friendly and innovative brand.  I was responsible for the visual design, UX/design and the content creation.

Nothing generates the love and passion amongst its drivers like a Mini does.

We scoured the internet looking for its most loyal brand ambassadors and discovered hundreds of images and videos on social media, that Mini then used for its campaign.
Followers could upload a creation to its Tumblr hub or by sharing it with #mininotnormal, and then within hours could see it on a digital poster or billboard anywhere in the UK.

Say Hello.