The mission was to position the MINI Countryman as the ultimate adventure vehicle. For exploring the UK’s stunning landscapes and coastal treasures, with the family in tow too.

Our direct mailer invited outdoor enthusiasts to ‘journey big’, in characteristically British ways. Each pack included an immersive map, marked with whimsical fictional destinations that evoked a sense of nostalgia. These landmarks celebrated staycation stereotypes, like lukewarm pop, getting lost and stopping for ice cream.

The fun on the front was followed by function on flip side. On the reverse readers found an overview of the MINI Countryman’s key features and specifications.