MINI U.S.A have announced a new partnership with Polar Bears International (PBI), said to be the only non-profit organisation dedicated solely to polar bears and Arctic Sea ice. As part of this new partnership, MINI is launch a new campaign to help promote awareness of polar bear conservation, which will feature the MINI Electric.

The new campaign also comes in time to celebrate Arctic Sea Ice Day, which falls of 15 July. The campaign concept was initially a fun nod to the MINI mascot, Spike the Bulldog, which featured in early TV commercials and is still used, but MINI U.S.A decided to take it a step further by finding a relevant partnership that allowed the creative to provide more meaning and impact around the issue of sustainability.

In support of PBI, this new MINI campaign will bring attention to an eco-adoption page where audiences in the U.S.A can make a donation in support of the polar bear conservation non-profit as well as consider the eco-adoption of a polar bear. More fun activations and touch points from both brands will continue to drive awareness for the 2023 MINI Electric model and PBI's efforts throughout the year.

Find out more about Polar Bears International at its website here.