Let’s Mini.

Over the last decade, MINI lost the brave attitude that once made them famous. So they came to us to get their edge back.

MINI is not a car; it’s a street-legal go-kart that doesn’t behave like a traditional auto brand. We took their classic line, "Let's Motor" and flipped it to Let's MINI. “Let’s MINI” reminds people of MINI’s underdog spirit, fun-to-drive nature, and challenger mentality.

We launched with two anthem films, including one attached to the F1 film in cinemas across the country.

What better place for MINI, a three-time Monte Carlo F1 champion, to show up?