.the hipster hatch.
Concept (as a team) | Art Direction
In 2016 we took April fools very seriously, by launching an integrated campaign for the latest model of MINI. Introducing the Hipster Hatch, a brand new fixed gear drive hatch, with Instagram windows and twin deck tape player.
press and ooh
On the morning of the 1st, we showcased the Hipster Hatch in newspapers nationally and digital OOH until midday.
We used MINIs social channels to expand on the features of the Hipster Hatch. From facebook carousels to taking over MINI's Instagram account to showcase one of the Hipster Hatch's main selling points - the Instagram tinted windows.
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.