To build brand awareness and excitement around MINI’s newest model ahead of the Brussels Motor Show, reinforcing the brand’s iconic and boldly British identity through the message: “You never forget your first MINI and it won’t be your last.”
A life size 3D model of the classic MINI physically emerged between two 36 m² More O’Ferrall billboards on Brussels’ Boulevard Général Jacques, connected by a trompe-l’œil road. It allowed passersby to soak in the creative mindset of the brand and the long journey it has been on.
This centrepiece was amplified nationally via iconic More O’Ferrall billboards and Billboard Live Street digital displays across Belgium’s five largest urban centres.
This campaign perfectly illustrates what OOH does best: owning public space with unmissable, larger-than-life creativity. The hyper-realistic 3D add-on, a custom-built car model that fooled passers-by, blends physical craftsmanship, optical illusion and storytelling into a single powerful moment. By connecting the 1959 MINI to the current model through a finely crafted trompe-l’œil, it reinforces MINI’s iconic brand identity while bridging nostalgia with modern innovation. Paired with a national rollout in MOF and DOOH, it turned Boulevard Général Jacques into an immersive urban stage, reminding us that outdoor advertising still has the power to take our breath away.
