May 16, 2021


In a world where nearly everyone is always online, there is no offline.

Brake Dancing

AUCKLAND, Today: Mini’s new Danger Breaks For You campaign via Colenso BBDO is promoting its growing suite of smart features, including its automatic emergency brake assist – a feature that senses obstacles on the road and automatically applies the car’s braking.

Colenso ECD Simon Vicars said: “We were searching for a quick and simple way to explain complicated tech. This idea felt fast and funny, which for us are the right two ingredients for making a memorable Mini campaign.”

Danger Breaks For You will roll out across social channels, print and OOH.


Client: Mini
Head of Marketing: Alex McLean,
Retail & Network Marketing Manager: Victoria Abbass,
Agency: Colenso BBDO
Photographer: Mat Baker

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