MINI: Art Beat

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MINI’s 2013 ‘Not Normal’ campaign was designed to convey the brand’s high-energy attitude to life through groundbreaking advertising. In collaboration with creative agency KKLD and TAIT Technologies, we were asked to transform the MINI Cooper into an interactive art installation.

The team created a bespoke LED screen for the car’s surface, which streamed short videos created and uploaded by users via Twitter, Vine, or their webcam through a Facebook app. 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.

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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.

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