IDEA: Instead of launching 8 special edition MINI models like a car brand, we treated each exclusive launch like the latest sneaker drop.
TEASER
PAUL SMITH EDITION :15
HERITAGE EDITION :15
1998 GT EDITION :15
UNTAMED EDITION :15
SOCIAL
WHERE MINI LEADS, THE INDUSTRY FOLLOWS…
Creative Directors: Hanna Wittmark, Kate Baynham
Associate Creative Directors: Mason Douglass, Savannah Bradford