By Minda Smiley

Following the launch of its star-studded ‘Defy Labels’ campaign during Super Bowl 50 earlier this year, BMW’s Mini is now taking on the Olympics with a spot that features eight US Olympic athletes who have had to overcome labels to get to where they are today.

Created by Butler, Shine, Stern & Partners (BSSP), the spot features athletes including Serena Williams, two-time cancer survivor & pro beach volleyball player Jake Gibb, and Muslim fencer Ibtihaj Muhammad. The ‘#DefyLabels’ Olympic campaign is part of Mini’s effort to reposition the brand as one that embraces and overcomes its own various labels, Read full story ›

Source: The Drum