MINI FANS HAVE TO FULFIL 60 WISHES FOR MINI’S 60TH BIRTHDAY IN LATEST CAMPAIGN VIA KINETIC SINGAPORE
From the first sketch on a napkin six decades ago, MINI has since gained a cult following and remains an icon beloved for its distinctive design and exhilarating handling.
To mark its diamond jubilee, Kinetic Singapore and MINI are mobilising car enthusiasts to help fulfil 60 MINI wishes – one for every year of driving fun it has given the world.
“MINI is a brand that’s been built on the passion of our fans and drivers,” said Kidd Yam, Head of MINI Asia. “So we felt that this special celebration will only be complete with our
growing community placed at the heart of it all.”
MINI’s birthday wishes span a wide range, from simply blowing out candles and going on a day out, to bold gestures like getting a car tattoo and mastering the drift. In a nod to its British roots, it even has a quirky request to meet the Queen. Fans can be original in fulfilling any of these wishes listed on MINI’s microsite and share it on social media with the
In celebration of the brand’s role in pop culture, MINI is also collaborating with the creative community to check off its wish list. Fans can expect a unique photo series by street photographer Aik Beng Chia, portraits by illustrator Wu Yanrong, and even a bespoke scent by local fragrance label SIX.
The 3-month campaign culminates in a mass automotive display, with MINI models from different generations forming the number “60”. Lovers of the iconic car will also come together in an exclusive birthday event held on 24 August.
Keep up with the celebrations on Instagram.