Image via BMW Group
To commemorate the introduction of the new all-electric MINI Cooper and the MINI Countryman, the automaker recently unveiled its latest campaign, Nice To Meet You Again.
Image via BMW Group
The 360-degree campaign, developed by the in-house creative team and marketing agency Anomaly, will bring forth the brand’s new visual world, providing it with a fresh and modern image.
Image via BMW Group
Hoping to capture the essence of the vehicle’s joyful and imaginative spirit, the brand-new image, together with the launch of all-electric models, represents a reinvention of the iconic automaker while it stays true to classic design features.
Image via BMW Group
A unique visual style is a standout feature of the campaign, achieved by using an extreme fisheye effect and powerful color blocking. Over 1,000 assets have been created to establish this fresh visual look.
Image via BMW Group
Those with a keen eye will spot a recurring circular shape—inspired by iconic MINI design elements—that will be used to reinforce the brand’s visual identity and heritage throughout the updated collaterals.
Image via BMW Group
“The new, expressive visual language of our Nice To Meet You Again campaign attracts strong attention and differentiation,” said Sebastian Beuchel, head of marketing & brand management.
Image via BMW Group
“Just like the new MINI models, the associated marketing also demonstrates innovation and courage,” he added.
Image via BMW Group
Image via BMW Group
[via Marketing Beat and Campaign Asia, images via BMW Group]
by rrollins
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