MINI & SPCA New Zealand: Driving dogs

This case study details a corporate social responsibility (CSR) campaign in New Zealand by Mini, the car brand, which supported the Society for the Prevention of Cruelty to Animals (SPCA) which a drive to increase adoption of shelter dogs.

MINI and SPCA New Zealand: Driving dogs

Agency: FCB New ZealandAdvertiser: BMW and SPCABrand: MINI and SPCACountry: New Zealand


Corporate Social Responsibility with a difference.

Our original brief was to 'do something that demonstrates MINI's support of the SPCA and their care for sheltered animals'. In their second year of sponsorship, MINI wanted to be clearly associated with such a noble cause to generate popular appeal and resonate with a wider audience than their typical young urbanites.

'Normal' brands might consider CSR a mere nice-to-have. They might throw a few...

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