MINIWOOD: creating L.A. in the Alps March 03, 2010

MINI brought the glitz and glamour of Hollywood to the 80th Geneva Motor Show by way of a gigantic projection of the "MINIWOOD" sign onto Mont Salève overlooking the Swiss city and lake Geneva. The unconventional campaign celebrates the debut of the newest MINI "star": the MINI Countryman. At 30 meters high and 192 meters wide, the ritzy projection is one of the largest of its kind. The high-performance projectors, with an output of more than 28,000 watts, make sure that it can be seen for miles in all directions. But how does one pull off such a stunt? In the spirit of cinematic illusion and fantasy, MINI crafted a narrative for the "making of" this larger-than-life projection. Hint: it involves a troupe of friends, midnight covert ops, and some seriously potent MINI headlights. Just watch the video.
The MINIWOOD sign is only one part of a full-on operation to turn Geneva into the new Tinseltown for the duration of the Motor Show. Other details include MINIWOOD stars simulating the classic "Walk of Fame", placed in the ground around town, a MINI Countryman parked on a red carpet, and film posters to further publicize the guerrilla action in true Hollywood style.