MINI entered a new era in 2024 with the launch of three reimagined, refreshed and redefined models into the MINI family. And what better way to do that than by reminding people what it really means to be a MINI owner – a nationwide celebration that ignited the community in a shared feeling of purposeful, pioneering and playful spirit. A creative platform FIVE LINES spearheaded, aptly named…
THIS IS HOW WE MINI.
It’s a feeling that MINI owners live and breathe every day in the form of their own fun-filled driving rules. Beliefs and behaviours borne of the community, for the community. Because no one does it quite like a MINI driver.
The reintroduction kicked off on Instagram with a fan-featured film (fronted by the Scottish lilt and charm of DJ Arielle Free and featuring yours truly as a hand model). And the platform's now firmly out on the road across all content outputs. From product launches, to influencers and even MINI Plant Oxford tour guides.