MINI: BIG LOVE CAMPAIGN
Mini reached out to me on a campaign they’re running called “The Big Love” campaign.
MINI have recently developed a new brand strategy around the concept of BIG LOVE which is founded on inclusivity and diversity of people. The narrative that goes with this is ”WE’RE ALL DIFFERENT, BUT BETTER TOGETHER”
As part of a brand-building exercise, they wanted to get their dealerships to buy into this idea of BIG LOVE and so they have developed a campaign around illustrating customers and staff and then displaying the illustrations as a piece of artwork in the dealerships. I was commissioned to sketch the customers and have them up for display in seven dealers across South Africa
26 May 2021