Finding MINI’s soul.

In 2020 MINI had 17 global agencies and no strong sense of identity. They wanted one agency to oversee the entire brand and find its soul.

“Big Love” celebrated the like-mindedness of a very large, diverse and different group… MINI lovers.

For 5 years the platform has given us many angles into all sorts of briefs…

A PR launch that lived the open spirit of Big Love, giving different MINI lovers freedom to celebrate the new car any way they wanted.

This openness of spirit that is true to MINI created a series of highly creative brand acts. Individuals who were part of the PR launch went on to create even bigger things. London -based artist Lakwena went on to create a lot for the brand.

During this process, Sir Paul Smith came up with a sustainability concept for MINI. We helped him and his team brand (The MINI Strip) and communicate it.

“Big Love” extended beyond culture and into car launches, which we wanted to be bursting with character and personality. These aren’t traditional pieces of advertising, but global toolkits that sell features of the car without language or narrative. So Big Love became a brand world, popping with happiness and joy.

And when we had to be traditional, it was great to have some wit and wink put back into the brand. These are the images we used to tease these brand new car models to the world. They didn’t show the features at all. Just the confident character of the brand.

We launched and ran MINI’s Tiktok channel. Creating a process where we gave creatives a car for a week, and had them get out there and create some fun. As well as socialise all their comms.

We even worked closely with local markets and partner agencies. Here we worked with the US agency developing an idea that celebrated artists with immigration backgrounds, embracing what “Big Love” could mean in that market.

We made a music video for “Driving home for Christmas”, which Chris Rea wrote in a MINI and had never had an official music video.

And when a new generation MINIs launched, “Big Love” was expressed in the car’s interactions with people.

“Big Love” became about drivers and cars being inseparable. Pairings. Exactly how MINI drivers see themselves with their cars.