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MINI MAGIC
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SAINT ISSIGONIS AND J.C.
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DESIGNER MINI'S
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DESIGNER MINI'S 4
DESIGNER MINI'S 5
MINI WORLD ACTION DAY CASTLE COOMBE
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DESIGNER MINI'S

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celeb and designer mini's

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Prior to the 40th anniversary of the Mini, Ketchum
London was called upon to help bolster the popularity
of the car and to help drive up sales in preparation
for the 1999 40th anniversary celebration

Tactically, the London team decided to play on the
Mini's appeal as an emotional purchase. The team
decided to drive the Mini off of the car pages and
into the lifestyle arena, using contemporary icons to
illustrate the Mini's unique cultural status. An
integrated campaign combining media coverage and
events was created.


Ketchum London approached celebrities David Bowie,
Kate Moss and Paul Smith to design unique Minis in
celebration of the much-loved British icon's 40th
anniversary. The celebrity Minis were the inspiration
for a national design competition that challenged
participants to create a work of art to be applied to
a standard Mini, produced by Rover. Events were held
in London, Birmingham and Glasgow to promote the
design competition

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An exhibit featuring the celebrity-designed cars was
set up to promote interest in the Mini. The exhibit
also charted the design history of the Mini and mapped
its development over the last 40 years.