MINI Slussen proposal
The reconstruction of Slussen, in the middle of Stockholm, has engaged the capital’s citizens for years now. Everyone has an opinion and the different sides have effectively dug in, debating the future of the area using the latest in smear technology – photoshopped pictures, youtube films and aggravated cultural celebs.
So when MINI designed and launched its own proposal on what the new Slussen should be like – a proposal dedicated to the joy of driving complete with elevated roundabouts, winding roads at 64 metres above sea level, elevators for cars and garages with panoramic views of Stockholm, we knew we would stir things up a bit.
The architectural model of the proposal was put on display at our main reseller in Stockholm and fans were invited to ”test drive” the new solution. Totally in line with the attitude of the brand, adding some distance and a humorous twist to a long and very serious process turned heads and made our target group smile a little. The film later spread to social media where more then 60’ views and 500+ shares were generated in just one day on Facebook.