The roof of a MINI isn’t just a roof. It’s a blank canvas. A clean slate to be made your own. Personalization is a huge part of MINI culture, so the goal of the roofstudio campaign was to make customizing roofs part of that culture.

Print ads showcased provactive art and drove people to the website Roofstudio.com – which provided a global gallery where MINI enthusiasts could create and show off their roof designs; and find image/designs to put on their own roof for free. Images could be uploaded and instantly turned into roof graphics. Toolbox options let you design something truly original and have it posted to the ever-growing, ever-evolving gallery. One option even made it possible to download your graphic in a special format you could bring to a sign company - they in turn could transform your roofstudio.com design into a real vinyl graphic you could have applied to your MINI’s roof. A banner campaign provided tools to let users create unique designs to upload into roofstudio.com or download vinyl-ready graphics.

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