Cannes Lions

MINI Defy Labels Super Bowl

BUTLER, SHINE, STERN & PARTNERS, Sausalito / MINI / 2016

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Small. Cute. Chick car. MINI has been called a lot of things over the years. We set out to change those perceptions and reposition the brand, starting with the new Clubman – the most refined MINI yet. We launched our effort in the Super Bowl, embracing all of these labels and abruptly turning them on their head. And we did so with the help of some well-known MINI owners who’ve defied their own set of labels — Serena Williams, Harvey Keitel, Abby Wambach, Randy Johnson, Tony Hawk and T-Pain. Crucial to the concept was ensuring that the use of celebrities was authentic and not gratuitous – they had to be real owners who defy the pervasive MINI labels. From there, we launched a broader campaign in social media about defying labels and stereotypes in general – an idea much bigger than selling cars. Because those who defy labels, define themselves.

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