MINI Hipster Hatch

Challenge:

Car brands love an April Fools joke, and in 2016 MINI wanted one of their own. But they wanted it to be firmly on-brand (obviously) and to reassure the public MINI that the most customisable car on the road is also the cheekiest.

Solution:

The MINI Hipster Hatch — with a vintage denim upholstery, Instagram windows and Matcha cup holders Galore. It launched across various media channels and was even backed up by a fake web page. It made the front page of TopGear.com, MSN, TechCrunch and T3 and also became MINI’s most shared social post in 2016.

Iris (2016)