MINI Icon Drops

MINI ICON DROPS

MINI has always been as much about design as driving, from its iconic silhouette to its bold colorways and unexpected details.

Instead of announcing MINI’s Special Edition Models like a standard car brand, we borrowed from sneaker culture, releasing eight Special Editions as timed, collectible drops; each one a part of the larger curated design collection.

Each has its own look, mood, and attitude, speaking to a different expression of individuality specific to that Special Edition. Some louder. Some faster. Some wilder. But they are never random. They are chapters in the same design story.

The ongoing MINI Icon Drops campaign has resulted in $24 million in sales (and counting). 

CAMPAIGN LAUNCH FILM

SPECIAL EDITION REVEAL FILMS

SOCIAL VIDEOS

And then, months after our campaign launched, the rest of the car industry started to mimic us…

AGENCY: GOODBY SILVERSTEIN & PARTNERS
CD’S: HANNA WITTMARK & KATE BAYNHAM
ACD’S: SAVANNAH BRADFORD & MASON DOUGLASS