WHAT A BEAUTIFUL WORLD

SUMMARY

Mini are world renowned as being the ultimate fun car. They have enhanced our lives for over 60 years with a rich spirit that has radiated a brighter and more beautiful experience.

They wanted to celebrate this with an activation event that could capture and reflect these emotions and so we created Mini Worlds.

The concept is split into three themes; Play, Adventure and Surprise. Each represent the personality of the various Mini models.

The three worlds are cleverly presented within the campaign logo and a visual world was created that is not only full of beauty, colour, fun and energy, but it is also diverse.

CLIENT: BMW Group  AGENCY: Wasserman
SCOPE: Art direction, branding, experiential, design

Activation areas for each themed world were created, highlighting our visual direction


3D visuals by Jack Fairclough.

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All designs and concepts are strictly ©2025 Dan Bailey. All rights reserved.