MINI Cooper
This work is special to me. Butler, Shine, Stern & Partners was my first big agency. John , MIke and Greg were amazing mentors who believed in me. MINI Cooper was my first experience winning a big pitch. And I was working alongside some of the most interesting and creative people I’ve ever met. Good times for sure. The following are bits and pieces from both of my stints at BSSP.
Agency: BSSP
Not Normal
MINI loves all things Not Normal. So, we set out to see if our customers did too. We hid a bunch of cameras around a dealership and did some weird stuff. The whole thing was really fun, slightly awkward and made for some fun content.
Normal Crashing Tour
MINI brings a healthy dose of “Not Normal” everywhere it goes. In this case, we brought it to the most normal places we could find, with the help of some amazing musical artists. Twin Shadow playing a surprise show in furniture store. Yes please. Araab Muzik playing a set from a taco truck in a food truck court. Awesome. Dale Earnhardt Jr. Jr. playing in LA rush hour traffic from a convertible. Sounds like the best rush hour traffic ever.
MINI Motoring School
This will probably date me a little, but there was a time when we’d build intricate websites from scratch where people could interact with a brand in fun ways. In this case we created an online motoring school where people completed a handful of fun motoring challenges. At the end they were awarded a certificate of completion they could bring into their local dealership for some cool schwag like a custom patch. The patches became a bit of a collectors item.
Always Open
When it comes to the convertible, MINI celebrates keeping the top open. No matter what. We created a couple of fun ways to play with this idea. In one execution we created a banner ad that tied into the National Weather Service’s data. In another we placed giant fake pigeons over the convertible in an OOH board.
