Small... cute... chick. MINI has been called a lot of things over the years. So we went ahead and embraced these labels and abruptly turned them on theirs head to create a year long campaign.

We launched the campaign with a Super Bowl spot. The spot ended up being the most watched car commercial and third-most watched commercial of SB50 garnering over 40MM views on YouTube.

This is the Olympic chapter of the "Defy Labels" campaign. We featured athletes who exceeded expectations on their road to Rio.

Under the umbrella of Defy Labels, we launched #DefyHunger, a partnership with Feeding America, to raise awareness of the hunger epidemic and the issue of food waste across the U.S. With #DefyHunger, a once-in-a-lifetime adventure for 4,477 MINI owners became a 4,396-mile road trip with a bigger purpose. Owners took to their social channels and fundraised using their cars. Ultimately the initiative delivered 1,385,917+ meals to Feeding America and 2,631 pounds of local food bank donations along the way.