MINI has launched a new campaign, “Agents of Fun,” marking its largest cinema partnership to date.
Designed to promote the new MINI John Cooper Works (JCW) range, the three-month, nationwide initiative transforms the movie-going experience into a playful spy-themed adventure.
Created by Monks, the campaign hijacks Cineworld cinemas across the UK with a suite of immersive elements, including on-screen ads styled as redacted intelligence memos, branded foyers, teaser “blipverts,” and a takeover of the cinema’s online booking platform.
In addition to Cineworld, MINI also becomes the headline sponsor of Picturehouse’s Outdoor Cinema. Across the summer, MINI will bring a series of interactive activations to the open-air venue, blurring the lines between cinema and experiential branding.
The hero film anchors the campaign, showcasing the MINI JCW’s performance and versatility. Alongside it, three additional short “blipverts” will be shown throughout DCM’s cinema network, building suspense and curiosity in the lead-up to the full feature. The redacted theme extends across lobby installations and online platforms, reinforcing the campaign’s covert identity. 
At Picturehouse’s Outdoor Cinema, the MINI experience continues under the stars. DCM Studios has reimagined the space with creative activations, including a MINI JCW-turned-photobooth complete with advanced steam cam technology and shareable backdrops. Branded picnic essentials like blankets and pillows will be available, and attendees who sign up for a test drive will receive complimentary popcorn.
The campaign not only celebrates the spirit of fun but also creates new opportunities for audiences to interact directly with the brand.
Jeremy Kolesar, Creative Director, DCM Studios, said: “MINI’s slick, spy-themed campaign uses cinema’s attributes to great effect, driving ticketholders along a series of touch points with an engaging visual identity. Great activations provide a new dimension to brands looking to harness the complete cinema experience, and we’re proud to put cinemagoers in the driving seat of MINI’s JCW.”
Eponine Atkinson, Planning Partner, iProspect added: “We were thrilled to work closely with MINI on this bold, cinematic campaign. From pitch to planning, our focus was on aligning every media touchpoint with MINI’s brand ambitions—injecting fun, energy and creativity into a fully immersive experience that brings the JCW to life on the silver screen in our biggest ever cinema activation.”
