For the presentation of the new John Cooper Works MINI, MinimalDEsign looked after the strategy for the model’s online launch.

The campaign was created using a video teaser, followed by a multimedia Youtube experience: after the first part of the clip, the user can choose how the story ends, either on the racing track, for sports enthusiasts, or on the road, for urban jungle fans. Both endings reveal an unexpected surprise.

The contents are flanked by a Facebook campaign with the support of local influencers.