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Mini: Art Beat

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The surface of a MINI Cooper transformed into an interactive art installation.

 

London, United Kingdom

2013

 

MINI’s 2013 ‘Not Normal’ campaign was designed to convey the brand’s high-energy attitude to life through ground-breaking advertising.

 

In collaboration with creative agency KKLD and TAIT Technologies, we were asked to transform the MINI Cooper into an interactive art installation.

 

TAIT covered the MINI with 48,000 LEDs for which we designed fully bespoke content and used our Ai Media Servers to seamlessly map the motion-graphics and animations onto the car.

 

Participants were able to fully customise the design by choosing background art and an accompanying song, and could then tune in live as their unique composition was driven through the streets of London.

 

At the end of the journey, each user was sent a personalised clip of their creation as a virtual souvenir.

 

The campaign received record-breaking views on Facebook, YouTube, and Ustream, earning a #1 spot on the Mashable Viral Video Charts.