MINI is a brand that pushes boundaries and is unafraid to challenge convention. The Not Normal campaign set about reinforcing this position. The content produced utilised quirky images, left-of-centre concepts and unusual events, including an outline for a Shisa nyama (pronounced “she-sin-yum-ah). This uniquely South African gathering is similar to a barbecue (or braai, to use another unique South African term) in that meat is grilled over open flames. In recent years, it has become a mass participation event where car enthusiasts gather for a meal and to showcase their vehicles.