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Not-So-MINI Puzzle

Award: Shortlist

Shortlist / Direct / Direct Mail / 2023

Due to the global supply chain crisis, nearly 4,000 MINI buyers couldn’t get their cars. So the brand gave them something big: a giant life-size puzzle of a MINI that would take months to complete. The Not-So-MINI Puzzles were delivered to every MINI buyer on the months-long waiting list. The positive responses rolled in as people unboxed the puzzle, tried to complete it, or simply said thanks. The Not-So-MINI Puzzle became an instant collectible among MINI fans, and garnered over 100 million impressions, but best of all, by the end of 2022 all the real MINIs were delivered to everyone on the waiting list.

  • Not-So-MINI Puzzle
  • Not-So-MINI Puzzle
  • Not-So-MINI Puzzle

Credits

Lead

Client

Brand

  • MINI USA

Advertising Agency

Design Agency

Production Company

Country

Agency Executive Producer

  • Darbi Fretwell

Copywriter

  • Cain Luke

Creative Chairman

  • PJ Pereira

Creative Director

  • Fernando Passos
  • Jordan Strode-Young
  • Julie Rutigliano
  • Rachel McElrath

Executive Creative Director

  • Nick Sonderup

Senior Integrated Producer

  • Dana Canneto

Associate Director of Business Affairs

  • Shirley White

Brand Communications Manager

Brand Director

  • Catie Coonan

Brand Strategist

  • Nick Spinner

Brand Strategy Director

  • John Redmond

Brand Supervisor

  • Ciara Cristo

Community Manager

  • Rebecca Nañez

Digital Marketing Lead

Head of Brand Management

  • Erin Shanahan

Head of Marketing Strategy & Planning

Marketing Vice President

Senior Content Strategist

  • Bruce Blauberg

Social Director

  • Kate Wadkins

Studio Manager

  • Evan Zelermyer
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