MINI Australia and Sydney WorldPride officially launch ‘Big Love Story’ campaign via KOJO

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MINI Australia has partnered with Sydney WorldPride 2023 on a global campaign to champion its message of connection and individuality by uniting the LGBTQIA+ community in one ‘Big Love Story’, developed in conjunction with creative studio, KOJO.


Launching today, the campaign is driven by ‘Friends of MINI’ – Australian icon, Casey Donovan and drag queen, Maxi Shield who both embody MINI’s values of equality regardless of age, culture, physical ability, gender and sexual orientation, and represent the messages of Big Love in the wider community.

Following on from a successful 2022 ‘Big Love is all around us’ campaign with Sydney Gay and Lesbian Mardi Gras, MINI’s Big Love story includes a global social movement with a competition element in addition to digital and on-ground activations throughout Pride month. The partnership will also highlight local businesses supporting and embracing the LGBTQIA+ community through a ‘Map of Big Love’.

As part of the competition, the Australian and New Zealand community are invited to share their Big Love story for the chance to join MINI’s Parade at the Sydney Gay & Lesbian Mardi Gras Parade choreographed by Ame Delves, attend the Opening Ceremony, as well as have their story painted as an official mural in central Sydney for all to see.

Says Kate Wickett, CEO of Sydney WorldPride: “We’re delighted to partner with MINI Australia to spread their message of Big Love with Sydney WorldPride on the 45th Anniversary of Sydney Gay and Lesbian Mardi Gras. The ethos and sentiment aligns perfectly with our Pride amplified culture, community, party and experience events.”

Says Albert Kruger, CEO of Sydney Gay and Lesbian Mardi Gras: “It was a joy to see Big Love shared all over Sydney earlier this year, so we are thrilled to once again partner with MINI Australia in 2023. Their Big Love campaign highlights just how vital connection is to our communities and celebrates the uniqueness of all LGBTQIA+ identity.”

Both Casey and Maxi will share their own Big Love stories and participate in MINI’s on-ground activations such as Mardi Gras Fair Day and the official Mardi Gras Parade, which returns to Oxford Street this year.

Friend of MINI, Casey Donovan says: “What a thrill it is to be part of MINI’s ‘Big Love Story’ which will see people from around the world celebrate their individuality and come together to embrace everything Sydney WorldPride stands for. I’m incredibly proud to showcase Australia and its thriving community on a global stage.”

A Friend of MINI for the second year running, Maxi Shield says: “Sydney WorldPride will be an opportunity for Australians to join together with their global family and celebrate what the Pride community is all about. It’s great to join the MINI team again to continue amplifying these messages of Big Love and encouraging everyone to embrace love is love.”

Says Nikesh Gohil, head of marketing for MINI ANZ: “Not only is this a special moment where our global team comes together at Sydney WorldPride; it also marks the first time the event has been held in the Southern Hemisphere. Australians embraced our 2022 “Big Love” campaign, so it is important that we continue to spread this message of diversity and inclusion with the rest of the world.”

From today, MINI will launch its ‘Big Love Story’ social movement, which asks people from Australia and New Zealand to share their own Big Love story via a dedicated platform for their chance to win flights, accommodation and tickets to Sydney WorldPride, as well as a money-can’t-buy opportunity to attend the Opening Ceremony and take part in the MINI Parade.

Sydney WorldPride 2023 will be staged Friday, 17 February to Sunday, 5 March 2023.

For further information and for entry details, visit:

MINI Australia and Sydney WorldPride officially launch ‘Big Love Story’ campaign via KOJO MINI Australia and Sydney WorldPride officially launch ‘Big Love Story’ campaign via KOJO