Admit It - MINI

The brief - Working on the Mini account my partner and I heard that National Name Your Car Day was a real thing (Oct 2nd). We had to get Mini in on the action, but in a unique Mini way.

Idea - The insight was that Mini owners already have nicknames for their car but didn’t always want to admit it. (My ‘79 Mini was named Chewbacca, due to the noise it made going uphill). So we got folks to cop to those nicknames and participate in the fun by having Mini certify those names. 

Work - I wrote and directed a fun film. In addition, my creative partner Leigh Wallace and I created Social, Digital & Print assets to drive participation. 

Iris Worldwide: CDs Cam Levin & Leigh Wallace.