MINI didn’t just want another motor show stunt. It wanted to take over the city. Something that didn’t sit inside the hall, but lived on the streets of Shanghai.

We turned a landmark building on The Bund into a giant stage for the new MINI John Cooper Works. A life-size MINI was strapped to the wall, framed in red, daring people with one irresistible line: Don’t push the button. Underneath sat a glowing oversized “Boost” button (like the one found inside the MINI). Push it, and the billboard erupted into light, sound and motion, before dropping a QR code to unlock a mobile game that let you race the JCW around Shanghai on your phone. Crowds gathered, phones came out, and what started as an OOH takeover became a citywide talking point. It wasn’t just another launch at Auto Shanghai, it was the one people couldn’t resist pressing.