Work

MINI Not Normal America

Not your typical American road trips

Visual Essay

Most car branding is predicated on stolid predictability, conservative respectability- even to the point of what some might call dullness. Not MINI’s. The zippy little British cars have always employed a less traditional approach to marketing. It’s feisty, it’s fun, it’s joyful and it’s not afraid to be different.

As part of MINI’s conquest of the USA, Hyperakt was asked to design a campaign around the theme of the old-fashioned American road trip. The Mini might not be the first car that leaps to mind in connection with road tripping, so we aimed to show how criss-crossing the continent in a Mini might just be the best way to get to know our great nation.

We did a series of illustrated maps, each telling the story of a different kind of Mini expedition. Our Hipster Road trip visited such cooly ironic destinations as Portland, OR and the world’s largest Paul Bunyan. The International Road Trip took us to American towns named after foreign places, like Moscow, ID. And Vacation Like a ______ showed how your Mini can take you on a trip to satisfy any inclination, no matter what you’re into. Each map is full of beautiful, funny and all-American original illustrations in our distinctive playful style. We had so much fun on each of the road trips that we turned them all into posters, too.

Mini Hero
SLT Mini Billboard
SLT Mini Hipster Grid
SLT Mini Hipster
SLT Mini Hipster Intl1
SLT Mini Hipster Intl2
SLT Mini Hipster Poter1
SLT Mini Hipster Poter2
SLT Mini International
SLT Mini Vacation Grid
SLT Mini Vacation
SLT Mini Vacation1
SLT Mini Vacation2

Project Credits

Client
  • MINI/BMW
Year of Completion
  • 2012
Focus
  • For Initiatives
Services
  • Visual Essay
Project Team
  • Jason Lynch
  • Deroy Peraza
  • Aymie Spitzer
  • Margaux Le Pierrès
  • Wen Ping Huang
  • Eric Fensterheim
  • Ambika Roos
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