With billboards, MINI’s signature British wit, and a plane (yes, a plane), we spoke directly to car people.
Wild Postings in and around the Javits Center and smattered around New York’s neighborhoods made our message clear: Ditch conventions, drive a MINI instead.
Brief
With no booth presence, make MINI the talk of New York City and the 2025 NY Auto show.
Insight
MINI has never been one for convention, so instead of attending the Auto show, let’s crash it.
Press
Outside the Javits Center
Inside the Javits Center
In the sky
In the Wild
