Unlike most countries, in 2012 Mini was (and in many aspects still is) a challenger brand in Brazil. And as any challenger, we had a small budget and no fancy dealership showroom to show off our models. But we had Mini's legendary unique looks, its irreverent tactics and the will to outsmart the big brands.
So in order to show the new Mini Countryman to its potential upscale buyers in a cheap and unexpected way, we decided to take it to the streets.
At São Paulo's most fashionable street corner, we imagined how other cars from competitive brands felt when they had the misfortune to be parked next the unique looking Mini Countryman.
No promo girls, no texts, no logos. Just an irreverent attitude and some good looks.