the art of writing
in the MINI kinda way

the brief
MINI was one of the sponsors of Malaysia's first literary festival. The aim was to connect to the urban
crowd and create the signature MINI experience: 'NOT NORMAL'.
the work
Malaysians are one of the most active users of social networking sites. Playing to everyone's love of
storytelling, we created #MINIfiction, a channel to create and share stories. At the event location, we
projected the submitted stories in the MINI and got the crowd to experience stories inside the MINI.