A Playful Strategy For The World's Most Iconic Car_____

Mini’s iconic design, pure go-kart feel and limitless personalisation makes it truly unique and admired by millions across the globe. However, Mini’s digital presence didn’t quite live up to expectations, prompting BMW’s challenge to reimagine a new best-in-class digital platform.

AKQA created a digital vision, from awareness through to ownership, which focused on Mini’s mischievous, playful qualities and confidently showcased the car centre stage. Where other car manufacturers asked users to ‘Start your configuration here’, Mini would simply say: ‘Let’s play’.

As creative director, my role was to lead the world-class response; drive design, technology and innovation excellence and steer the team to pitch winning success.

Agency_____

AKQA

Services_____

Application Design
Campaigns
Client Services
Connected Products
Creative Concept
Creative Direction
Creative Leadership
Digital Product Design
Design Production
E–Commerce
Film Direction
Film Production
Iconography
Prototyping
Service Design
Social Media
Storyboarding
User Interface Design
User Experience
Visual Identity
Website Design
Wire-Framing

‘Let’s Play’ digital vision_____