When BMW purchased MINI from the British Motor Company in 2001, the company wanted to not only revamp the car’s identity in British markets but also create an identity that would resonate worldwide.
The first advertisements simply featured the car accompanied by cheeky taglines that played off its smaller stature. But it was only a matter of time before the MINI became the breakout star of its own ads. Three-dimensional executions highlighting the car’s compact size and superior handling quickly became the campaign’s trademark.
The 2010 OBIE Hall of Fame is a testament to the consistent innovation and creativity that has gone into establishing what has become one of outdoor advertising’s most recognizable brands.