Mini - Big Love

BRAND PLATFORM
BRAND WORLD
ART DIRECTION

With the "Big Love" brand platform, MINI embraced its unique identity, shifting the focus from performance and aesthetics to the shared joy and connection that comes with driving a MINI. This campaign positioned MINI as more than a car—it’s a community built on love, unity, and the thrill of the journey.

The Challenge
Redefine MINI’s brand focus by moving beyond traditional automotive themes of performance and design, and instead emphasizing community and shared passion.

A Platform of Joy and Connection

The "Big Love" platform reframed the MINI experience around inclusivity and joy. By celebrating the love for driving and the shared experience of MINI enthusiasts, the platform fostered a sense of belonging that resonates across diverse audiences. This strategy sought to build a lasting emotional connection with the MINI community, highlighting the brand as a lifestyle choice defined by unity and positivity.

The Idea
Embrace “Big Love” as a rallying cry, celebrating the joy of driving and the unique community that defines MINI.

To bring the “Big Love” platform to life, we crafted a visual world that felt warm, approachable, and focused on lifestyle. Moving away from typical automotive imagery, the campaign featured editorial-style photos and videos that highlighted real moments on the road, from tight turns to open highways, capturing the excitement and freedom of driving a MINI. This visual approach was complemented by cheerful, inviting colors and typography that underscored the campaign’s message of inclusivity and joy.

For each campaign under Big Love, we created global toolkit with over 25 000 assets.