This is how an underdog spirit helped us get our elbows out in a homogenous category.
How we competed with the big dogs.
It was a repositioning brief that turned into a campaign. That turned into a partnership. That turned into a mission.
It's about how we tackled a brand barrier in a way that's fitting to our spirit. In our case, our MINI-ness.
How planning alchemy created the perfect storm of customer insight, cultural hot topic and commitment from the c-suite.
And showing how great things are paw-sible, when you shake off category conventions and loosen the leash...