Cannes Lions

2014 BACHELORETTE OF THE YEAR AWARDS

OGILVY & MATHER MELBOURNE, Melbourne / MINI / 2015

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Overview

Entries

Credits

Overview

Execution

In Australia, women grow up with fairytales encouraging them to find their Prince Charming and settle down. However, the most basic criteria for entering Bachelorette Of The Year is to be single.

Referencing a traditional 1950s storybook illustration style (from the era MINI was invented), we worked with highly skilled illustrators to give classic scenes from a fairytales a MINI twist, to deliver our simple message: ‘Stay Eligible’ for the 2014 awards.

Outcome

These illustrations were featured in a series of posters displayed in locations such as bars, reminding young women to maintain their ‘single’ status. With photographs of the posters shared online, MINI saw thousands of mentions on social media, leading to a considerable increase in nominations. The posters may even be responsible for a sudden spike in left-swipes on Tinder during the campaign.

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