Lowe Brindfors

MINI – Openness


To launch the new MINI 5-door, featuring two more doors than the previous model, we catapulted ourselves into the centre of political debate during on of the most turbulent political periods in Sweden for centuries. A right-wing party, trying to enforce tough caps on immigration, had caused a deadlock in parliament and an extra election had been called.

MINI firmly took a stand, calling for A More open society, A Sweden open for all and referencing political slogans such as – Alla ska med! (roughly translating as No one left behind!) – used by both sides of the political spectrum during previous elections. The campaign ran on big OOH formats and the opinions of the brand were further elaborated in print.

Few brands have the guts to take a stand in political issues for fear of alienating people, especially in the midst of a heated debate, but MINI is not your average brand, nor your average car.

Annons_QX_nr12_240x335mm F55_Värmdöleden_Sthlm_1000x1300_Fogra39 F55_Magasingatan_900x600cm_Fogra39 F55_Sergels_Torg_1900x865cm_Fogra39 F55_Triangeln_Framsida_1260x700cm_Fogra39 MINI_F55_Uppslagsannons Fokus_406x267mm_SG_F39_typ1-3_v1

Share this project

Get in touch

It’s easy to get in touch with everyone at MullenLowe Brindfors.
Just send an email to

Need some more information?

Interested in working here?

Need our help?

MullenLowe Brindfors

Visiting address: Malmskillnadsgatan 44 (entrance from Jakobsbergsgatan),
SE-113 88 Stockholm, Sweden. Tel: +46 8 566 255 00

Postal address: MullenLowe Brindfors AB, Box 7157, SE-113 88 Stockholm, Sweden