With a striking new visual language, MINI enters the next phase of its brand communication. The campaign was created by photographer duo BEN & MARTIN, who, together with Jung von Matt Switzerland, developed a series of bold and playful campaign visuals.
At the center are several models from the current MINI family: the MINI Cooper, MINI Countryman, the all-electric MINI Aceman and the MINI Cabriolet. The campaign deliberately plays with the brand’s iconic imagery and a bold billboard aesthetic designed to capture attention instantly.
“For us, the whole campaign was about honoring MINI’s heritage as a true design icon while bringing car advertising back to a fresh and confident billboard attitude. Brave, charming and unmistakably MINI. Together with the creatives Sven Klasen and CCO Christian Kies from Jung von Matt Switzerland and the team around Raphael Jasinski and Hanno Holzer from MINI, we traveled to the beautiful landscapes of Argentina. Across more than 90 motifs including out-of-home hero visuals, social assets and lifestyle moments, the campaign became a true hybrid of real photography, CGI and AI, all orchestrated in close collaboration with the digital wizards at recom.” BEN & MARTIN
The entire MINI model family was realized as an AI/CGI production in 8K. First visuals are already appearing in large-scale outdoor placements – including a more than ten-meter-wide installation at Munich Airport.
“We also want to take the opportunity to say a massive thank you for your trust, your support and the incredible collaboration on this project. A big shout-out to recom and the whole crew, Andreas Hofmann at Peak Productions, Rene Steinvorth at Willson Project and the absolute local legend Guillermo Iriarte at Brite Productions, and to each and every one involved.”
BAM 😎😎🫶 Stay tuned.