Learning the mini message

Mini2.jpgFifty years ago, the majority of the Chinese population were riding bicycles. But now it´s becoming THE global player and everybody there loves "bigger, bolder and better". SUV´s and limousines are the cars of choice and the MINI is actually called "the Mistress car." So how do you teach the Chinese consumer, that MINI has been around for 50 years and has a legacy of races won, pop culture and lifestyle? Interone BBDO/Beijing sent the consumers back to school. Literally.

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Credits - ECDs: Georg Warga, Kay Koester. CD: Kathrin Guethoff. Concept: Georgina O´loughlin, Philipp Cerny. Art Directors: Kaki Zheng, Maik Lutze, Ferdinand Weinrother, Jack Li. Designers: Lin Li, Guo Wei. Copywriters: Maya Cai, Erin Yin, Sylvia Zhang. Online Concept: Renato Quaroni. Associate Director RIA: James Li. Junior Flash Developer: Rainie Han. Client Service Directors: Claudia Woelfle, Kuo-Hi Lee. Account Manager: Maggie He. Project Manager: Janet Zhu. Post Production: Billy Zhang (Otherside).

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