Those who defy labels,
define themselves

MINI is different. And different gets disparaged. Rather than cowering to the critics, we embraced these differences. We decided to DEFY LABELS. Since these two little words represented a big idea, we went full throttle with a year-long campaign.

PART I: The Super Bowl

For launch, we lost the bells and whistles and put the naysayers on notice.

PART II: The Olympics

Next up was the worldwide stage where we showcased those overachieving Olympians who defied labels and expectations at the games in Rio.

PART III: Feeding America

Under the Defy Labels umbrella, we launched #DefyHunger, a partnership with Feeding America, to raise awareness for hunger across the U.S. Ultimately MINI owners delivered 1,385,917+ meals to Feeding America and 2,631 pounds to local food banks.