Few car brands have as passionate brand ambassadors as MINI in the U.S. They believe in it, love it and share it every day. We sought to feed and further engage these advocates by creating a campaign exclusively for them. It started with a book sent to each of their doors. Inside the book was a hidden compartment with tools that led them on a journey filled with surprises and delights along the way. All of this was in an effort to have fun and say thanks for being part of the MINI Community. Below is a case study to show more detail on how it all worked together.


CLIENT: MINI USA   //   PROJECT: MINI Covert   //   ROLE: Art Director & Designer