BMW Group Belux redefines scale with connected 3D Billboard Campaign for MINI

In a masterful showcase of high-impact storytelling, BMW Group Belux has reimagined the urban landscape of Brussels for the launch of the new MINI. Moving beyond traditional advertising, the campaign transforms multiple billboards into a single, intentional narrative that bridges nearly seven decades of automotive history with the powerful message: “An icon Born in 1959 only gets better in 2026.” The strategy hinges on the concept of connected billboards, recognizing that while a single placement might only earn a momentary glance, a sequence of synchronized sites creates a sense of scale and inevitability that demands real attention.

A centerpiece of this nationwide takeover is a spectacular 3D installation on Boulevard Général Jacques in Brussels, executed in collaboration with Bauer Media. This immersive activation features a life-size 3D MINI Cooper that appears to be launched onto a physical road connecting two massive 36 m² billboards. This scenography serves as a symbolic bridge, physically and visually linking the heritage of the original 1959 model with the future-facing 2026 edition. Beyond this flagship site, the campaign is strategically deployed across Belgium’s largest urban centers, utilizing both iconic large-format displays and high-definition digital screens to ensure a premium, omnipresent brand presence.

By prioritizing connected placements over isolated ads, BMW Group Belux has created a message that feels bigger, clearer, and far more intentional. The campaign, developed in collaboration with agencies like Serviceplan and Dentsu, proves that simple, physical, and well-coordinated ideas often outperform complex digital gimmicks. By utilizing custom-built extensions that literally break the frame of the billboard, the brand turns a routine commute into an unmissable brand experience, reminding every passerby that while the world changes, a true icon only improves with time.