Mini Electric

The new MINI Electric is all the tongue flapping fun of the classic MINI, and way better for the planet. To show this off we swapped out the classic MINI mascot, English bulldog Spike, for a majestic, speed loving polar bear in the passenger seat. The entire campaign became a true collaboration between followers and the brand on MINI’s social channels. From dashboard polar bear bobble heads to naming the bear Nanuq to creating the totally new MINI paint color “Nanuq White,” the campaign led to the level of brand love you can only get when the audience gets a part to play in creating it.