2026

New York International Auto Show Activation: Defy the Expect

Entrant

Critical Mass

Category

Outdoor Advertising - Experiential / Special Events / Stunts

Client's Name

MINI USA

Country / Region

Canada

MINI USA executed a masterfully provocative counterculture campaign that transformed an absence into an asset. While 27 automakers descended upon the New York International Auto Show to vie for consumer attention within the Javits Center, MINI USA orchestrated a bold disruption: a carefully orchestrated out-of-home and digital ambush that met consumers across the city with a singular defiant message—"Ditch conventions. Have some fun on us."

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Event

2026