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Mini UK has launched what it claims to be the world's longest single poster, taking up an entire Tube platform at Liverpool Street station. The campaign was created by Iris Worldwide and promotes the car's new additions, comparing them with the features of the original Mini. It was written by Thom Hazledine and art directed by Annie Fox. Media was handled by Vizeum. The brief was to target 25- to 45-year-old men who love driving and want to enhance their lives through technology.