Mini Not Normal
Mini

Mini Not Normal

Client
Mini
services
Design direction
Link

MINI wanted to remind the UK that although it had many imitators, none generate the love, creativity and passion amongst its drivers like a MINI does.

To show other car drivers what they were missing out on, we celebrated the not normal relationship MINI owners have with their car. Not many car brands would have the balls to replace their slick car photography for ones made from sand, moss and biscuits. But that's what makes MINI not normal.