To generate funds for projects that fight AIDS, MINI is offering a specially dedicated vehicle for the 2011 Life Ball event. This is the 11th time that MINI has shown its support for Europe’s biggest AIDS charity event. The HIV virus was discovered in 1981, which means that it marks its 30th anniversary this year.
Recently, Dean and Dan Caten, dubbed as the designer duo DSQUARED2, released the initial sketches of the MINI that they’ve designed solely for the 2011 Life Ball event.
The car is set to be unveiled on May 21. He said that since 2001, MINI has come up with a vehicle created by world-renowned designers as a key element of the Life Ball. The Caten twins have been fans of MINI for some time. In fact, they unveiled the latest model in April 2010 that was based on the motto “Time to pack my… MINI Countryman.”
This model was packed with a collection of indispensable travel accessories for the perfect get-away. The twins said that they have long wanted to design a MINI Cooper S.
The designers said that if they had to choose a car to represent them, it would be rugged and robust. They said that their MINI ‘Red Mudder’ accurately reflects their style, with the maple leaf on both doors and the DSQUARED² logo on the front shield and wheels.
MINI has been an avid supporter of the biggest AIDS charity event in Europe. This year marks the 11th year that the brand has given its support. Every time the MINI participates in the Life Ball, it creates a one-off MINI especially for the event. The proceeds that will be raised during the Life Ball are donated to help support projects with the aim of battling HIV/AIDS.
In behalf of Aids Life, the Life Ball models made by MINI have earned at least half a million euros since 2001. Life Ball was founded and organized by Gery Keszler, who revealed that he himself is impressed by this partnership. Keszler shared that MINI has been part of this even for 11 years now and for each year, it continues to show the passion, enthusiasm, and creativity, for this advocacy. For this year, he continued, the Life Ball MINI being exhibited is designed by DSQUARED².
For the past years, designers for the Life Ball MINI have included Agent Provocateur, Missoni and Gianfranco Ferré, Diesel, and Donatella Versace. When it comes to social commitment, BMW Group has two elements to its corporate and social policy, one of which is helping in worldwide measures to fight HIV/AIDS.
The company for example has been involved in South Africa with a number of wide-ranging activities. In addition to having a comprehensive workplace program for both employees and their respective families, the company also has various projects being implemented in the local community.
BMW however is not limiting its advocacy in South Africa as it remains committed to fighting this issue in other countries like China or Thailand. The company shows that it is indeed committed long-term to this battle by being part of the Global Business Coalition on HIV/AIDS.