The brief here was simple, create a visual campaign to launch the new Mini Clubman to the Australian market. The audience; those with style, looking for all the fun a Mini brings, but with the added need of more practicality.

The solution was to use the Mini as the central hero, creating the idea that the could carry everything you needed without compromising your personal style, allowing it not only to work on the street in a very literal sense, but also within the arena of fashion malls and other professional environments such as airports.