If you watched the Super Bowl, you probably saw the “Defy Labels” advertisement that MINI produced. The campaign was so successful that MINI has decided to expand upon the campaign in a big way!
A recent MINI press release announced that MINI is searching for candidates for its Defy Labels Contest.
Between now and April 7, MINI will accept candidates for the Defy Labels campaign. People can nominate candidates by uploading an image of them and an explanation on how they defy labels to MINI-DefyLabels.com.
From there, an independent panel of judges will select four of the nominees to help kick of the MINI TAKES THE STATES rally!
“People have put labels on the MINI brand for years,” says David Duncan, vice president MINI of the Americas. “We’ve been called the ‘small car’ or the ‘cute car,’ but we know we’re more than that. Despite those labels, we’ve continued to be inventive and innovative with our product line. The Defy Labels Contest isn’t about rebellion, but rather creating your own path regardless of the labels you’ve been given; a concept the MINI brand understands and embodies.”
If you know of someone who “defies labels”, nominate them as a candidate for the competition today, and check out the series of MINI’s “Defying Labels” videos below.