MINI Direct Response - D&AD
Brief: Create a direct response communication for MINI demonstrating that customers can create their own unique version of their favourite model. The concept was born from the Mini’s most basic form of customisation. The Cooper, Clubman, convertible, to the Countryman, all have the iconic front design of the Mini, the way they adapt to each customers’ needs is by changing the rear shape of the car. The creative exaggerates this by placing items that reflect the benefits offered by each model, whilst fitting the basic shape of that car. The ad works best as a single fold format, so that the second half at a glance could be a separate creative but the content ties the two together nicely. The call to action then leads the reader to their website, where they can view the full range of customisations.