Even though it formally entered the English language over 100 years ago, the word “wanderlust” is still foreign to many of us. German for “a desire to wander,” the word has fallen into relative obscurity after so many years of disuse. But Mini is intent on bringing it back, as wanderlust is exactly what the brand will be calling its latest campaign for the Mini Countryman.
To launch its new campaign, Mini will be holding up to 18 invitation-only events in five select cities, each with its own theme. Mini also wants to know what the wanderlust philosophy means to its fans, and is giving them the chance to tell the brand with the Wanderlust contest. The contest, which runs through May 27, allows fans to submit ideas for future Wanderlust events. If a submitted idea inspires one of these events, then the originator of that idea is entered in a drawing to win a 2011 mini Countryman.
The other part of the contest involves fans submitting their designs for the Countryman’s website, minispace.com. These designs are used as backgrounds for the site, and other users get to vote on the ones they feel best embody the term “wanderlust.” Entrants are encouraged to let their imaginations run wild as they attempt to visually capture the wanderlust concept. The only requirements are that the work be an original design or photograph without the use of any logos. Other than that, pretty much anything goes. The backgrounds currently up on minispace.com show beach scenes, exotic travel destinations, and even candid shots of people doing every-day things.
Whether or not any of those things have anything to do with the term “wanderlust,” is for you to decide. Awards are given out weekly to users whose designs garner the most votes, with prizes like a Burton travel bag and Leica X1 camera.