MINI Australia has partnered with Sydney WorldPride 2023 on a global campaign to champion its message of connection and individuality by uniting the LGBTQIA+ community in one ‘Big Love Story’.
The campaign launch will be driven by ‘Friends of MINI’ – Australian singer, Casey Donovan (right in lead image) and drag queen, Maxi Shield (left) who both embody MINI’s values of equality regardless of age, culture, physical ability, gender and sexual orientation, and represent the messages of Big Love in the wider community.
Following on from a successful 2022 ‘Big Love is all around us’ campaign with Sydney Gay and Lesbian Mardi Gras, MINI’s Big Love story will include a global social movement with a competition element in addition to digital and on-ground activations throughout Pride month.
The partnership will also highlight local businesses supporting and embracing the LGBTQIA+ community through a ‘Map of Big Love’. As part of the competition, the Australian and New Zealand community will be asked to share their Big Love story for the chance to join MINI’s Parade at the Mardi Gras Parade, choreographed by Ame Delves, as well as have their story painted as an official mural in central Sydney for all to see.
Kate Wickett, CEO of Sydney WorldPride said: “We’re delighted to partner with MINI Australia to spread their message of Big Love with Sydney WorldPride on the 45th Anniversary of Sydney Gay and Lesbian Mardi Gras. The ethos and sentiment aligns perfectly with our Pride amplified culture, community, party and experience events.”
Albert Kruger, CEO of Sydney Gay and Lesbian Mardi Gras said: “It was a joy to see Big Love shared all over Sydney earlier this year, so we are thrilled to once again partner with MINI Australia in 2023. Their Big Love campaign highlights just how vital connection is to our communities and celebrates the uniqueness of all LGBTQIA+ identity.”
Both Donovan and Maxi will share their own Big Love stories and participate in MINI’s onground activations such as Mardi Gras Fair Day and the official Mardi Gras Parade, which returns to Oxford Street this year.
Donovan said: “What a thrill it is to be part of MINI’s ‘Big Love Story’ which will see people from around the world celebrate their individuality and come together to embrace everything Sydney WorldPride stands for. I’m incredibly proud to showcase Australia and its thriving community on a global stage.”
Maxi Shield said: “Sydney WorldPride will be an opportunity for Australians to join together with their global family and celebrate what the Pride community is all about. It’s great to join the MINI team again to continue amplifying these messages of Big Love and encouraging everyone to embrace love is love.”
Nikesh Gohil, Head of Marketing for MINI ANZ said: “Not only is this a special moment where our global team comes together at Sydney WorldPride; it also marks the first time the event has been held in the Southern Hemisphere. Australians embraced our 2022 “Big Love” campaign, so it is important that we continue to spread this message of diversity and inclusion with the rest of the world.”
From Friday 16 December 2022, MINI will launch its ‘Big Love Story’ social movement, which will ask people from Australia and New Zealand to share their own Big Love story via the Big Love Story platform for their chance to win flights, accommodation and tickets to Sydney WorldPride, as well as a money-can’t-buy opportunity to take part in the MINI Parade
