MINI was about to launch a new global campaign with the tagline “Stay Open” for the new MINI Convertible. The campaign would pay tribute to the “Always Open” campaign of its predecessor and would centre around a short cinematic film directed by Oscar-winner Joachim Back. The online film would go far beyond the scope of regular TV commercials. It would initially be previewed with a teaser and landing page to kick off the campaign, before being revealed in its entirety to coincide with the market launch of the new MINI Convertible.

Working closely with the MINI team, we developed a market launch event for media and dealers that would turn the film into a live experience, highlighting, the rational new product features that allow customers to drive with the top down for even longer along with the free spirit of the target group: always cosmopolitan and open-minded.

Beautiful Idea


‘Stay Open’ was transformed into a live brand experience ‘Live Open’ that reflected the life-affirming optimism that was a consistent theme throughout all elements of the campaign.

We found the perfect location that transmitted the essence of the film. Large, open blue skies, winding roads, spectacular countryside and real encounters with people who opened their homes and whose joy of life was infectious.

The car itself was revealed to the audience, floating on a blue sky and reflected in a giant ceiling-hung mirror in order to show off every angle of the vehicle and offer numerous photo opportunities.



The three-day event left a lasting impression on everyone who attended and has resulted in significant positive media coverage and increased sales for the brand. (16.1% increase in total MINI sales, September 2016)