LOOK Mini thanks fans on OOH

A new global initiative sees MINI use creative executions from fans across social media for its outdoor advertising.From Mini cake, Mini chandelier to Mini body art, the "Not Normal" campaign uses Mini-inspired images created by fans will be featured on seven large digital billboards along the road in London starting next Monday, along with a personalised message exclusively for Mini drivers as they pass.Created by iris worldwide, the campaign builds up a digital hub on Tumblr linked with Mini's website and Facebook page for users to track down Mini creations from around the social media and to post their own images online with the hashtag #mininotnormal."Social media is full of amazing Mini creations; we're simply surfacing them to show how Mini owners," said Anna Inglese, national communications and direct marketing manager of Mini.Shaun McIlrath, executive creative director at Iris Worldwide, said it was less of an ad campaign and more of a thank you to all the creative people who love Mini."We wanted to showcase that creativity and the fact that truly inventive brands don't just generate fans, they create inventors feel about their cars."Running until mid-September, the campaign also includes an online video and a global TVC to encourage consumers to participate.[gallery ids="17916,17917,17918"]Watch the video here.[gallery ids="17919,17920,17923,17921,17922"]