MINI
Brief
Insight
As part of a competitive pitch, MINI asked us to reframe their Electric offering as a movement, not just a model. The brief was to build cultural relevance around MINI Electric — something that would resonate with changemakers, not just early adopters.
It only takes 3.5% of a population to drive meaningful social change.
So what if MINI’s drivers weren’t just early adopters of electric, but early adopters of change?
Idea
The MINI Electric Collective
A rallying cry for cultural changemakers. The campaign invited people to “Join the 3.5%” — positioning MINI drivers as bold, intentional, and part of something bigger than just a car.
Bringing the idea to life
The MINI Electric Collective was designed to be more than a campaign — it was a call to action. Rooted in themes like environmental protection, equality, and conscious consumption, the idea framed MINI drivers as part of a movement toward smarter, more intentional choices.
Community events like Fuse Sessions created space for meaningful conversation around topics like energy conservation, while Power-up Parties sparked local engagement in cities like Johannesburg. Through these activations, the brand invited people to connect not just with the car, but with each other and with the change they wanted to see.
Where we ended up
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Positioned the MINI Electric Collective as the next chapter in MINI’s problem-solving legacy — not just a campaign.
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Extended the brand’s identity into activism and awareness, aligning product with purpose.
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Created cultural relevance around electric mobility, especially among changemaker audiences.
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Shifted MINI Electric from a product launch into a shared value system.
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Helped reinforce MINI as a brand for those who want to drive progress — not just drive.
My role in it all
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Developed the campaign’s insight, strategic narrative, and copy during the pitch phase.
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Helped frame the MINI Electric audience as cultural first-movers, not just early adopters.
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Delivered voice and linework that set the tone for the creative rollout.
Credits
Copywriting: Lerato Mbangeni, Danny Druion, Danielle Houston • Art Direction: Bianca Rudolph, Rendani Nemakhavhani • Campaign roll-out team (Social/Digital and Events): Caitlin Cloete, Caitlin Wellbeloved, Bianca Rudolph, Steven Hogg • Creative Director: Danny Druion • Strategy: Gugu Maduna • Executive Creative Director: Theo Ferreira • 3D Animation (Teaser): Austin Rossouw • Animation: Lourens Botes • Agency: Wunderman Thompson Johannesburg • Agency Producer: Lee-Ann Booysen • Client: MINI South Africa • Production house: OSU Creative Productions • Director: Yoza Mnyanda-Siboto • Executive Producer: Simoné Bobo • Producer: Mbuyi Makanda • Photographer: Bianca Theron
Note: Additional roll-out credits may be missing. Campaign performance data unavailable.