MINI Finance: Embarrassing, Boring Finance
LIDA
The team
Michael Poole – Deputy Creative DirectorAlan Mackie – Deputy Creative DirectorNicky Bullard – Creative DirectorChris Daplyn – Group Account DirectorCarla West – Senior Account ManagerZoe Lewis – StrategistPhilippa Sidney – Project ManagerEmma Heaton – Digital Project Manager
How did the campaign make a difference?
MINI prefers to do the opposite of what's expected; so instead of telling everyone how brilliant its finance is, it told everyone how boring and embarrassing it is. This resulted in 73,469 searches,...