work / advertising

Minish

I am not a big fan of people including unpublished work in their portfolios. After all, ideas are easy but making them real is the real act of creation. In this case I will allow myself an exception. This was the first campaign and pitch that I led as a creative director and it was for the launch of the new MINI. We won the pitch, against all odds, but in the end, we didn’t get to make it. There’s a much longer story behind it, perhaps for another day. In the meantime, please enjoy what could have been one of the world’s first trans-media campaigns.

The idea

The idea was inspired when our Group Creative Officer, the great John Hunt made an off-the-cuff remark during a review. “This car is so great, no words exist to describe it.” When I woke up the next morning, the idea fairies whispered in my ear: “If there are no words, let’s create a language to describe it.” And so was born the idea of Minish. A car so great it needs its own language. Together with a uber talented team we took weeks to first develop the words and dictionary, and then turned those into executions.