Our work with MINI centered around creating a series of bespoke events to activate the brand and its relationship with existing MINI owners. To do this, we came up with an overarching concept called #eckenentdecken or uncovering hidden corners. Events in different cities focused on bringing people together in secret spots, enjoying local food and drink, and unexpected experiences. The campaign culminated in a one day, all-day event in Berlin at the MINI dealership that was centered around looking ahead toward the future together.