A global campaign for MINI’s largest model tells a story about space using the 84-year old song “Don’t Fence Me In” and a modern musician driving in an empty urban city.

More than just a commercial, MINI and Labrinth collaborated to create a campaign, and a song with lasting culture impact.

This campaign captures Labrinth in a peaceful moment of artistic inspiration, in a seemingly empty city, putting his own spin on ‘Don’t Fence Me In.” His inspired journey takes place behind the wheel of the Countryman - MINI’s most spacious car. The campaign came to life through a series of films, still imagery and social content.

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