From the MINI (yes, like the car MINI) website:
This summer and beyond, a series of events in honor of the newest MINI model will celebrate breaking away from the ordinary, escaping into the unknown, and closing the gap between city lights and country charm.
For quite some time now, major corporations have tried to appropriate independent creative culture. I think this is a great example of a brand meeting indie creative culture where it’s at. A win for both sides.