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Two days ago, the Youtube MINI Channel and MINI’s marketing department released another innovative project: MINIWOOD, a staged guerilla campaign in honor of the world premiere of the MINI Countryman in Geneva.

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.

For those of you interested in filmography or marketing in general, MINI releases a second video, a behind the scenes footage of how MINIWOOD came to life.