This is Mii

SEAT needed to communicate the European launch of a new model, the SEAT Mii—urban in focus and designed from a distinctly feminine perspective. A model released in collaboration with Cosmopolitan magazine. The challenge was clear: how to convey that feminine side in the right way? How to do it while connecting with Cosmopolitan’s broad readership?

The idea was to reinvent Cosmopolitan’s classic horoscope in a witty, playful way—using it to highlight the thousand driving styles that exist and the utter impossibility of defining anyone by any single one. A global campaign made up of 12 singular pieces, each showcasing one of the car’s distinctive features, amplified through branded content in multiple formats across diverse platforms, enriching both the narrative and the unique qualities of the SEAT Mii.