From Monday the 21^st of May, MINI will be the first advertiser in The Netherlands who will place real car on a Highway Sign.

This spectacular is visible on our Highway Sign Rotterdam. On the Highway Rotterdam A16, this fibreglass MINI (scale 1:1), with real head- and rear-lights, makes sure that there is no other car that STICKS LIKE A MINI.

Aim of the campaign is to create more impact and to create a smile on the faces of the Highway users.

Advertiser: BMW Group Nederland.
Product: MINI.
Advertising agency: UbachsWisbrun/JWT.
Creative concept: Dylan Putman en Maxim van Rijs.
Media buying agency: Carat Nederland.
Photography: Anja de Wit.