In the absence of auto shows, Mini turned to famous creators including photographer Rankin, fashion designer Sir Paul Smith and L.A. skateboarder and community organizer Briana King to help launch its latest models online via a series of videos.
In the campaign by Anomaly, each creator is paired with a Mini model and asked to come up with their own creative strategy for launching it. For Rankin, this involves shooting films with different Mini owners, while Smith comes up with a way of customizing a Mini in his own unique style. Skateboarder Briana King, meanwhile, launches her Mini with a spot filmed among the L.A. skateboarding community.
Others taking part in the series include Hong Kong-based illustrator Jonathan Jay Lee, London-based contemporary artist Lakwena, and Turkish baker Tuba Geckil. Charlie Cooper, descendant of the Cooper family who originally created the Mini Cooper also talks about the brand's racing car heritage (below). Eight 60-second spots, featuring the creators and their respective models will play out across Twitter, YouTube, Linkedin, Facebook and Instagram.
"The new models have their own personalities, so they deserve to show up across the internet in different ways suited to each," said L.A. Ronayne, group creative director, Anomaly, in a statement.