MINI, the iconic auto brand, is set to make automotive history as it unveils its latest innovation, the Next Generation of all-electric MINIs. And it’s only fitting to debut the largest MINI ever on the world’s largest screen: the Sphere.

Sitting at 366 ft high and 516 ft wide, the Sphere in Las Vegas is the largest spherical structure in the world. This is a completely new, first-of-its-kind of OOH display, but MINI in conjunction with its creative agency partner Pereira O’Dell were decidedly up for the challenge.

The Sphere’s ability to captivate audiences with stunning visuals inspired the creative team at Pereira O’Dell to craft something equally entertaining and playful. The hero of this campaign is Spike, MINI’s new virtual assistant and the centerpiece of the New MINI Family’s cutting-edge technology features.

The creative, set to run on the Sphere starting November 27th, will feature Spike’s playful interaction with the Next Gen MINI across the screen, as well as the vibrant Las Vegas backdrop, and all the spectators inside and outside of the Sphere – highlighting the interactive nature of the space.

The campaign will also spotlight MINI’s next generation advanced technology stack, including the first round, high resolution OLED screen and personalized Experience Modes, creating an immersive driving experience. The iconic circular OLED display of the New MINI Family is perfectly suited for the Sphere’s unique canvas, providing a larger-than-life platform for this next-generation launch.

MINI’s Sphere takeover will run from November 27th to December 2nd, with a four-hour special takeover on December 1st. To further amplify this unique experience, the campaign will extend to social, leveraging influencers to capture the breathtaking placement in-person.

“The MINI brand represents playfulness and fun, and presenting Spike, our beloved unofficial mascot, is the perfect way for us to show up on the Sphere.” said Sebastian Beuchel, Head of MINI Global Brand Management. “The Sphere is a truly unique Out-Of-Home opportunity, and we’re excited to be one of the first brands to activate there in a big way.”

“The Sphere presented us with a new kind of creative challenge. Both in a physical sense, and a contextual one. We wanted to think of this campaign as an art piece, not as an ad. People are coming to the Sphere to have fun and be entertained, so we needed to integrate MINI in the least intrusive way possible,” says Rob Lambrechts, Chief Creative Officer at Pereira O’Dell.

You can watch a video of the product launch below.

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