Hello MINI

Background

MINI's 'Not Normal' campaign was based on the insight that MINI drivers have a unique relationship with their car, which extends to a Not Normal relationship with the MINI community. In days gone by, this was illustrated by the fact that MINI drivers would salute each other with a flash of the headlights.

In September 2013, MINI brought back the MINI salute but with a twist. Now all MINI drivers driving down the Cromwell Road in London would be greeted by personalised, real-time salutes as they passed five giant digital posters.