The DIY MINI

The Challenge:
During the pandemic and supply chain crisis, we simply couldn’t get a lot of the things we wanted—PS5s, furniture, and, worst of all, MINIs. How could we stoke brand love in the midst of this shortage?

The Insight:
They don’t call MINI owners MINIacs for nothing.
They own MINIs in multiples.
They drop everything to rally cross country.
They’ve seen both Italian Job’s many, many times.
Nothing stands between a MINIac and a new MINI.

My Role:
I worked very closely with the creative directors on this project as a proactive client brief. I served a critical role in developing the insight, concept, story, and key messages.