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.