To celebrate MINI's 50th anniversary as an iconic motor vehicle brand.

It was imperative that we find something to own - a brand value statement that defined the essence of MINI's badge value - not the product intrinsics. This was important because with a motor vehicle, there will always be technological advancements every 5 years. Eventually we decided to look at how the MINI was received throughout its history and this gave us a singular attraction that the car possessed throughout its 50 year history and that was that MINI has always been a cool car.

The poster has been very well received. Since it was not a poster with any sales objectives, success is hard to gauge. However, due to its popularity, the artwork has been translated onto postcards and the individual elements have also been turned into a series of stickers, distributed on a belly band on the MINI International magazine. And original copies were also created for give-aways to winners of activities at the MINI 50th Birthday Celebration weekend in Clarence.