Big was in vogue when it came to cars.

And we were asked to introduce America to a new and much smaller car. Or should we say re-introduce. So instead of going about creating a car brand, we wanted to create a philosophy. Something that felt counter-culture to what was out there. Something that people could get behind and champion whether they drove a MINI or not. An action that was beyond just a purchase. We called it “Let’s Motor”.

 “When Tom came up with Let’s Motor I knew we won the pitch.” - Alex Bogusky

We found that most convertibles were not being driven properly as a convertible. In fact only 20 percent of the time did owners drive with the top down. So we pushed off this tension and created a contract that MINI owners HAD sign before driving off the lot. And we also had the dealers deliver the convertible with the top down. This contract was used in every dealership across the country along with inserts in magazines and at car shows.

To make sure MINI owners followed the contract we added a little reminder in the form of a seal you would have to break every time you wanted to put the top up.

“STOP. Ask yourself, is it really necessary to close the top? Be honest”

To highlight just how fun small can be, we created cut-outs of the MINI Cooper you can drive on your desk.

Motoring is about experiencing different places and feelings, so we made a roadmap to help folks find both.