MINI needed to steal attention from Auto Shanghai without becoming another car competing for space inside the exhibition hall.

We moved the launch onto the streets. A life-size MINI John Cooper Works was strapped to a landmark building on The Bund, framed like a car waiting to be fired into the city. Beneath it sat one instruction people could not resist: Don’t push the button. Every push triggered light, sound and motion before revealing a QR code that unlocked a mobile racing game through Shanghai. The experience turned a static billboard into a public temptation, then used participation to push the story from the street into social.

Role: Creative Lead