MINI WORLD CUP 2026 SOCIAL CAMPAIGN

For the 2026 World Cup, MINI brought football fever out of the stadium and into the city. Instead of creating another classic campaign around the tournament, selected MINI models became moving fan objects: cars wrapped in bold, vintage-inspired jersey designs, driving through urban spaces as social triggers.
The idea was simple: if people scroll past advertising, give them something they want to discover, photograph and share. Each car was designed as a visible tribute to football culture. Color, numbers, graphic codes and jersey references turned the vehicles into mobile collectibles. Placed in everyday city life, they created unexpected moments between automotive design, fandom and social media behavior. The activation was built around a simple participation mechanic. Fans who spotted one of the special models, photographed it and shared it on their own channels could enter a competition to win six months of driving a MINI. The campaign connected creative concept, vehicle design, social activation, shooting production and project steering from idea to go-live.

Main role: Art direction