Ahead of the Brussels Motor Show, MINI unveils a nationwide out-of-home campaign featuring an exceptional creative installation by Urban Media: a life-size 3D MINI Cooper dramatically emerging between the iconic More O’Ferrall billboards on Boulevard Général Jacques. For two weeks, this striking activation is supported by an XXL nationwide rollout, celebrating the brand’s boldness, iconic design and timeless heritage.

An Iconic Installation at the heart of Brussels

MINI takes over Boulevard Général Jacques with a large-scale, creative OOH installation imagined by Urban Media, the creative unit of Bauer Media Outdoor. At the centre of the activation stands a life-size 3D MINI Cooper, seemingly launched onto a trompe-l’œil road connecting two 36 m² More O’Ferrall panels.This immersive scenography transforms the urban landscape and tells a powerful visual story: the road creates a symbolic bridge between the very first MINI Cooper from 1959 and the latest model, perfectly embodying the campaign’s core message: “You never forget your first MINI and it won’t be your last.”

“With this installation, Urban Media succeeds in capturing the very essence of MINI: abold, timeless and unmistakably British brand. By combining creativity, volumeand optical illusion, they deliver a spectacular visual experience that remainstrue to our DNA, complete with that cheeky touch that has defined MINI from thevery beginning,” says Stijn Vermeulen, Head of Marketing MINI, BMW GroupBelux.

A nationwide XXL campaign

The Brussels activation serves as the centrepiece of a nationwide OOH campaign deployed across the country’s five largest urban centres. MINI takes pride of place on the iconic 36 m² More O’Ferrall billboards, renowned for their exceptional visual impact and premium locations in Belgium’s most vibrant cities. To further amplify national reach, the campaign also extends to Billboard Live Street, Bauer Media Outdoor’s large-scale digital format. The result is apowerful, premium and fully integrated advertising campaign, seamlessly combining the impact of iconic large-format displays with the dynamism of urban digital media.

The campaign runs until 4 January and is the result of a collaboration between MINI, Dentsu, Serviceplan and Urban Media / Bauer Media Outdoor.