the hipster hatch

Concept (as a team) + Art Direction

For April fools we launched the latest model of MINI – the Hipster Hatch. A brand new fixed-gear drive, with lumberjack roof and Instagram filtered windows.

We used MINI’s social channels to expand on the features of the Hipster Hatch. My favourite part was using MINI's Instagram account to show all of Instagram window filters.

Our prank went down a treat - being picked up by Campaign, The Drum, Digital Trends, Marketing Magazine, Wallblog, The Poke, T3, Top Gear and Autoexpress. We even fooled a few 90's loving hipsters in the process too.