THE MINI Napkin

THE MINI Napkin
Aim:
Establish a successful launch of the MINI Cooper S and
the MINI Cooper S Clubman in China.
Mission:
Educate Chinese consumers about the origin of the MINI
spirit and how the iconic MINI legend began.
Solution:
Re-create the napkin that Sir Alec Issigonis famously
drew the very first design for the MINI on. Provide the
Chinese consumers with a tangible, engaging piece of
MINI history.
MINI Clubman
Billboards
Aim:
Establish a successful launch for the MINI Clubman in
China. Build awareness for ‘The Other MINI’.
Mission:
Introduce Chinese consumers to the ‘otherness’ of
the MINI Clubman and build a rapport with China’s
independent, avant-garde, creative consumers.
Solution:
The claim ‘MINI CLUBMAN. THE OTHER MINI.’ says it
all. Who ever dares to be different, must be different in
everything he does. Therefore, for our print campaign,
we used motifs that appeared to be unconventional
outdoor billboards.
Ad 1
Ad 2
Ad 3