The MINI Cabrio has always represented freedom and individuality. For the launch of the new MINI Cabrio we took the ‘Always Open’ mantra, and injected it with a little attitude. In a breakaway from the classic ‘sunny’ Cabrio advertising, the campaign looked to celebrate the exhilaration of being out in the elements, reflecting the positive, open-minded outlook of MINI drivers. Challenging them to never put the roof up – whatever the weather. The integrated campaign consisted of Print, OOH, TV & idents, Guerrilla & PR and a pocket guide book to all the MINI Cabrio's innovations.