Since its launch in the United States in the early 2000s, MINI has been a challenger to the status quo. And during that time the brand has faced numerous imitators and haters.
In 2016 we set out to confront those critics and perceptions with the "Defy Labels" campaign and invited consumers to take part and not let themselves be defined by anyone else.
As an official Olympic sponsor of Team USA, we leveraged the "Defy Labels" platform and sought out stories from Olympians who've overcome their own critics and difficult circumstances to persevere despite it all.
Honors: Creativity Editor's Pick. Adweek Ad of the Day. USA Today Ad Meter Final Four.