MINI DAKAR 2016

To the limit

Challenge: Rev-up MINI’s performance credentials while introducing a new young hotshot for the MINI DAKAR Racing team.

Solution: To pit man against machine – Through a series of lab tests and outdoor trials, we pushed the skills of MINI’s hottest new driver against the capabilites of one of their blistering John Cooper Works models, linking the campaign, throughout, to customer sign-ups and test drive bookings.

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Iris (2016)