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In honor of the world premiere of the MINI Countryman in Geneva, MINI staged a guerilla campaign called MINIWOOD.

The city of Geneva was the scene of a multifaceted initiative to celebrate the birth of a new “star,” culminating in a hyper-dimensional projection of “MINIWOOD” (twice as high as the Hollywood sign) onto the mountain cliff facing the city.

As part of the campaign, MINI produced a mock “making-of” video, which is online now.