New Partnership with MINI

Posted on 11 Jan, 2022
New Partnership with MINI


Sydney Gay and Lesbian Mardi Gras has partnered with MINI Australia to launch ‘Big Love is all around us’ – an exciting campaign in line with Mardi Gras’s 2022 theme ‘United we Shine’, which encourages everyone to rise up against inequality and celebrate the love around them.

Big Love is all around us will include a social movement, digital and on-ground activations throughout Mardi Gras and Pride month including a ‘MINI Acts of Big Love’ spectacle at the Parade. It stands for all of humanity regardless of age, culture, physical ability, gender and sexual orientation.

Albert Kruger, CEO of Sydney Gay & Lesbian Mardi Gras said: “We are thrilled to be partnering with MINI Australia to help encourage even more people to celebrate diversity in new and exciting ways. After the challenging 20 months we’ve had, Big Love is all around us is a powerful and dynamic complement to our 2022 theme of United We Shine.”

From today, MINI Australia will launch its ‘MINI Acts of Big Love’ social movement, which asks everyone to share their own Big Love stories on social media by tagging @MINIAustralia with hashtag #MINIActsofBigLove to create a heartwarming platform of collective voices.

Until 11:59pm, Wednesday 26th January, all #MINIActsofBigLove stories will be collated, with the three stories most aligned to MINI’s optimistic attitude to life translated into digital content pieces and painted into giant murals around Sydney. Each of the three entrants will also receive a prize pack valued at $1,000 which includes two tickets to the Parade at the SCG and After Party as well as one nights’ accommodation at QT Sydney.

Nikesh Gohil, Brand and Partnership Marketing Manager from MINI Australia said: “Big Love is all around us is inspired by the richness of our communities and the beauty of our differences that bring us together. Our mutual goal is to connect, inspire and encourage people to feel this spirit of solidarity at one of the world’s most iconic and celebrated events.”

As part of the Big Love movement, MINI Australia will also unveil its ‘Friends of MINI’ network – a collection of passionate advocates who embody the Big Love values, with a strong connection to the LGBTQIA+ community. Each will share their own #MINIActofBigLove story to inspire audiences and contribute to MINI’s ‘Map of Big Love’ - a digital guide to all Mardi Gras happenings around the city, including the free ‘Fair Day’ on 20 February 2022.

RuPaul’s Drag Race alumni Maxi Shield is the first ‘Friends of MINI’ to be announced as part of the ‘Big Love is all around us’ movement.

“We’ve been waiting for Sydney’s iconic Mardi Gras to return so we can come together, embrace our individuality and celebrate each other. There’s no better time to spread the love and share those incredible moments that bring happiness to our lives,” said Maxi Shields.

For your chance to be part of the Big Love movement and win tickets to the Parade, share your story on Instagram by tagging @MINIAustralia with hashtag #MINIActsofBigLove by 11:59pm Wednesday, 26th January 2022.

For further information, visit MINI’s Instagram page: @miniaustralia