BMW xWalk

MINI | Ramadan

Maximise The Essentials

  • Category

    Brand Campaign
  • Industry

    Automotive
  • Client

    MINI Middle East

MINI, the brand that focuses on the essentials, wanted to bring the true essence of Ramadan back during a season when excessiveness has apparently become the norm. While it has become acceptable to indulge in the over-abundance of Ramadan, MINI wanted its Creative Class to go back to the basics and focus on the essentials.

“Less is more,” became MINI’s battle cry as it reminded the audience that Ramadan is the right time to be resolute – to remind ourselves that we only need the essential things in life. We think less of ourselves, but we maximise on generosity, kindness, happiness, serenity, and the true spirit of Ramadan.

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"MAXIMISE THE SPIRIT OF RAMADAN."