Mini promote new 5-door hatch with outdoor campaign

MINI Ogilvy Aus Day OOHMini Australia launched its new Mini 5-door hatch on Australia Day through a tactical campaign which saw the vehicle displayed in a sealed and labelled meat tray with the tag line “Throw another door on the Mini”.

Created by Ogilvy, the campaign is running across digital outdoor, press and social with an extension running on TV, cinema and digital until March.

Ogilvy Melbourne ECD Brendon Guthrie said: “Given the all-new 5-door Mini Hatch officially launched on Australia Day, it was only fitting to celebrate in true Mini fashion. Wrapping the car like a tray of snags communicated the 5-door hatch message in a way that was both distinctly Australian and true to the Mini brand.”

Mini’s brand communications manager Gabrielle Byfield said: “We wanted to have a bit of fun with the Australia Day message because of our country’s great sense of humour. We want people to see the ad and look twice, not just because it’s a great looking MINI, but because the campaign proposition is not something you would expect to see.”MINI Ogilvy Aus Day Press

Ogilvy retained the Mini account in a pitch last year.


  • Creative Agency – Ogilvy Melbourne
  • Executive Creative Director – Brendon Guthrie
  • Creative Director – Cameron Mitchell
  • Copywriter – AnnaTara Clark-Sneddon
  • Art Director – Scott Zuliani
  • Retoucher – Steve Simmonds
  • Group Account Director – Patrice Bougouin
  • Account Director – Candice Koffke
  • Account Executive – Michael Beard
  • Producer – Brendan Hanrahan
  • Media – Vizeum

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