Open roof driving to the extreme. Launching MINI's convertible.
task & Solution
MINI launched its new convertible at the Detroit Motor Show, kicking-off the 'Always open' campaign. The task was to create an impactful
centrepiece for the exhibit in order to attract media attention. The concept plays on MINI's rebellious side and takes open-roof driving to the extreme. An oversized ice cube builds the centerpiece of the show. For the press event the new convertible suddenly breaks through the ice – with an open roof, never mind the frosty conditions.
After the launch event the ice cube became the central showroom of the exhibit. During the trade show the press captured MINI convertibles driving around Detroit in freezing winter weather, which created fun and cheeky newspaper headlines carrying MINI's spirit of excitement.