MINI's Colour Me Bright Summer Campaign
Background:
In June 2022, China cities have just emerged from a stringent lockdown imposed by the government to curb the spread of Covid-19. Citizens are generally feeling downbeat.
Idea:
MINI wants to inspire hope and inject optimism in the lives of the Chinese people during the summer by coloring their summer with an exclusive series of giveaway tote bags in bright colors. To launch this series, we created a graphic-centric launch film released on MINI's official account.
