Reality in Motion
The 1950s not only saw the rise of celebrated pop stars, fashion icons, and dashing mods. It was also when MINI arrived on the scene, the automotive design icon that, from its inception, brought these cultural elements together and shifted from being a car into something much more. The latest part of this transition? An electric car and a fling with the Swedish fashion house Whyred.
Our Goal
Enhance MINI's communication strategy by captivating lifestyle, design, and fashion-conscious consumers. Leveraging shared passions, we aimed to position MINI as the go-to choice for cutting-edge design, cultural relevance, and unparalleled style. Celebrating WHYRED's 20th anniversary and MINI's brand heritage, our focus was on raising awareness, generating interest, and creating engaging content. Through this collaboration, we aimed to create visibility and inspiration by bringing together a renowned Swedish design institution and a cutting-edge car brand.
MINI, an automotive icon since the 1950s, has transcended transportation with its innovative design, becoming a style icon ingrained in popular culture. Our collaboration aimed to fuse MINI's brand heritage with WHYRED, a renowned Swedish fashion brand, leveraging WHYRED's fashion-centric channels, The Forumist's readership, and MINI's platforms to create a harmonious blend of style, design, and automotive excellence.
Online & Print Activation
We collaborated to create captivating content, weaving together the DNA of both brands through the narrative of "Reality in Motion." This resulted in stunning visuals, compelling storytelling, and an engaging short film tailored for various online platforms of collaborating partners. Additionally, we developed print advertorials for The Forumist magazine issue 16 and MINI's collaborating media, as well as printed and digital POS materials for in-store digital screens, storefronts, and more. The content was also optimized for all social media formats across all collaborating partners' channels.
Physical Activation
An unforgettable event at WHYRED's flagship store with live musical performances. Campaign photos and film were exhibited in storefront windows and indoors for two months. An exclusive Tavern Brillo afterparty elevated the experience, transporting 500+ attendees into a world where style, innovation, and culture collided.
Impact
Our collective efforts reached a wide online audience in Sweden and the Nordic countries, targeting the conscious and fashion-centric audience of the collaborating partners. The print activation further expanded the reach with the power of tangible storytelling. The physical activation, including the launch event, afterparty, and ongoing visibility on Normalmstorg in Stockholm, became a viral social happening that garnered a larger earned reach and shares.
Online campaign, YouTube & social media reach 380K
Printed media 150K
Event activation and social media 120K
Ongoing Whyred store visibility 10 weeks
